PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN DISTRIBUSI TERHADAP MINAT BELI KONSUMEN TOKO VIZCAKE PEKANBARU

Nabilatul Abda, Endang Sutrisna

Abstract


This research was conducted in a new VizCake store located in Jalan Jendral
Sudirman No. 418 Pekanbaru. The problem in this research is not achieving company’s
sales target in the last five years and the percentage of achievement of sales target
decrease in three consecutive years and the least increase of buyer number, this is
allegedly influenced by consumer buying interest. The purpose of this study is to
determine the effect of product quality, price, promotion, and distribution of new VizCake
store.
In this research the method used is descriptive quantitative by using SPSS
program. Population in this study are consumers who buy VizCake products that
amounted to 31,879 consumers. Samples taken based on menthod using slovin formula
that is 100 responden and menthod of collecting data using questioner.
This study aims to determine how much influence the quality of products, price,
promotion, and distribution of consumer buying interest. Technique used Accidental
Sampling, data obtained by using simple regression analysis and multiple regression
analysis. The results of this study indicate product quality, price, promotion, and
distribution have a positive and significant impact on consumer buying interest.
Keywords : product quality, price, promotion, distribution, and consumer buying
interest.

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