Pengaruh Bauran Pemasaran (Marketing Mix) Terhadap Minat Beli Pelanggan di Petromart Gresik

Authors

  • Wina Yurika Damanik Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Indra Tjahaja Amir Universitas Pembangunan Nasional "Veteran" Jawa Timur
  • Risqi Firdaus Setiawan Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.29408/jpek.v8i1.24220

Abstract

The purpose of this study is to analyze the effect of marketing mix that are product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6), and physical evidence (X7) towards costumer’s interest in buying (Y) at Petromart Gresik. Sample is determined with purposive sampling method and 50 Petromart Gresik’s customers are used as respondents. The analysis method in this study is Structural Equation Modelling - Partial Least Square (SEM-PLS). The result shows that product (X1), price (X2), place (X3), process (X6), and physical evidence (X7) have positive and significant effect on consumers’ interest in buying, but promotion (X4) and people (X5) do not have significant effect on consumers’ interest of buying at Petromart Gresik

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Published

2024-04-01

Issue

Vol. 8 No. 1 (2024): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

Section

Articles

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Copyright (c) 2024 JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)

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