Pengaruh Produk, Harga, Dan Promosi Terhadap Minat Beli Konsumen Pada Produk Lapis Labu Di Samarinda.

Abstract

This research is about Product, Price, and Promotion on Buying Interest of Lapis Pumpkin consumers in Samarinda. This research was conducted to find out whether there is an effect of Product, Price, and Promotion on Purchase Interest among Lapis Pumpkin consumers in Samarinda This research is a quantitative research. Where in collecting research data using a questionnaire distributed to respondents using the Google form. The sample size was 100 respondents using the Purposive Sampling method with the criteria specified in this study, namely having at least consumed lapis pumpkin, aged 15 – 40 years, and following the lapis pumpkin Instagram account, namely @ lapis_labu_samarinda. The results of this study are product variables do not have a significant effect on purchase intention. Meanwhile, the price variable has a significant effect on buying interest. Likewise, the promotion variable has a significant effect on buying interest. In addition, based on the results of the SPSS output, the product, price, and promotion variables simultaneously have a significant effect on the purchase intention of layered pumpkin consumers in Samarinda.