Pengaruh Strategi komunikasi Pemasaran Sepeda Motor Honda Terhadap Minat Beli Konsumen Di Pt.Wahanaartha Ritelindo II Medan

Abstract

The research was purposed to find out the effect between of the marketing communication mix with consumer buying interest, where PT Wahana Ritelindo II is one of the best-selling distributors in Medan. Based on the theoretical study in Chapter II, a research hypothesis is proposed that states: There is an influence between the marketing communication mix and the consumer buying interest that occurs at PT Wahana Ritelindo II Medan. The data analysis method used in this study is the Spearman Rho Correlation, the following results are obtained: 1). Based on the results of the analysis with the Spearman rho correlation analysis method, it is known that rxy = 0.912 with a significant p = 0.000 <0.050. This means that the proposed hypothesis that there is an influence between marketing communication with consumer buying interest, is declared accepted. 2). The effective contribution of marketing communication variables with buying interest in PT Wahana Ritelindo II was 85%. while the remaining percentage of 14% is caused by other factors