PENGARUH PROMOSI DAN LOKASI TOKO TERHADAP MINAT BELI KONSUMEN PADA CAFE TONG SUSU PEKANBARU

Abstract

This research was conducted at Cafe Tong Susu Pekanbaru which is located on Jalan Jend. Sudirman No.79, North Tangkerang, Kec. Bukit Raya, Pekanbaru City, Riau. This study aims to determine the effect of promotion and store location on consumer buying interest partially and simultaneously. Data analysis used validity test, reliability test, simple linear analysis, multiple linear analysis, determination analysis and significance test with t test (partial test) F test (simultaneous test). The results of this study indicate the results of the promotion t-test hypothesis on consumer buying interest, namely seen t count of 3.644 > t table 1.660 and significance means that promotion is significant to consumer buying interest. Second, the location of the store on consumer buying interest, namely t count 3.142 > t table 1.660 means that the location of the store is significant to consumer buying interest. The F test of the results of promotional communication and store location on consumer buying interest is F count = 57.445 > F table = 3.09.

Keywords: Promotion, Store Location, Consumer Buying Interest