Pengaruh Lokasi Dan Promosi Terhadap Minat Beli Konsumen Pada Ukm Amplang Ud Taufik Jaya Makmur Di Samarinda

Abstract

"The Influence of Location and Promotion on Consumer Purchase Interest at UKM Amplang UD Taufik Jaya Makmur in Samarinda". Under the guidance of Mr. M. Tommy Fimi Putra SE., M.Si as the supervisor. This study aims to examine and analyze the influence of location and promotion on consumer buying interest at UKM Amplang UD Taufik Jaya Makmur in Samarinda. This type of research researchers use quantitative research. The data collection technique in this study used a questionnaire with a total of 100 respondents. Consumers at UKM Amplang UD Taufik Jaya Makmur in Samarinda. Analysis of the data used is multiple linear regression. The results showed that the Location Variable (X1) and Promotional Variable (X2) simultaneously had a significant effect on the Purchase Interest Variable (Y). This is evidenced by the value of sig. Fcount = 0.000 < Alpha 0.05. In the results of the t-test (partial) the Location Variable (X1) partially has no significant effect on the Purchase Interest Variable (Y) as evidenced by the sig value. tcount 0.37 > 0.05. While the Promotional Variable (X2) partially has a significant effect on the Purchase Interest Variable (Y) with a sig value. tcount 0.000 <0.05, where the variable that has the dominant influence on the Purchase Interest Variable (Y) is the Promotion Variable (X2) with standardized coefficients beta of 0.411. Based on the results of the analysis and interpretation above, it can be concluded that the Location Variable (X1) and Promotional Variable (X2) affect the Consumer Purchase Interest Variable (Y) at UKM Amplang UD Taufik Jaya Makmur in Samarinda.