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https://repositori.uma.ac.id/handle/123456789/20179
Title: | Pengaruh Strategi Pemasaran Terhadap Minat Beli Konsumen Pada Pedagang Buah Di Pasar Delitua Dalam Menghadapi Pandemi Covid-19 |
Other Titles: | Influence of Marketing Strategy Against Consumer Buying Interest in Fruit Traders At Delitua Market in the Face Covid-19 pandemic |
Authors: | Ginting, Alberta Shela |
metadata.dc.contributor.advisor: | Suryani, Wan Tawila, Lailan |
Keywords: | Product;Price;Promotion;Place;Produk;Harga;Promosi;Tempat |
Issue Date: | 6-Jun-2023 |
Publisher: | Universitas Medan Area |
Series/Report no.: | NPM;188320239 |
Abstract: | Penelitian ini bertujuan untuk menguji “Pengaruh Strategi Pemasaran Terhadap Minat Beli Konsumen Pada Pedagang Buah Di Pasar Delitua Dalam Menghadapi Pandemi Covid-19”. Jenis Penelitian ini adalah Kuantitatif, yang artinya penelitian yang berdasarkan pada filsafat positivisme, digunakan untuk meneliti pada populasi suatu sampel tertentu. Pada penelitian ini terdapat empat variabel bebas yaitu Produk, Harga, Promosi, Tempat dan satu variabel terikat yaitu minat beli. Teknik Pengumpulam Data yang digunakan dalam penelitian ini yaitu dengan cara mengisi Kuesioner dan wawancara. Sampel yang digunakan yaitu sampel jenuh (sensus), dan jumlah sampel dalam penelitian ini sebanyak 50 pedagang toko buah. Pengolahan data dalam penelitian ini menggunakan Software SPSS versi 22 dengan pengujian hipotesis menggunakan uji parsial (t), uji simultan (f), uji koefisien determinasi (R2). This study aims to examine”The Effect Of Marketing Startegi On Consumer Buying Interest On Fruit Traders In Delitua Market In Facing The Covid-19 Pandemic”. This type of research is Quantitative, which means research based on the philosophy of positivism, is used to examine the population of a particular sample. In this study, there are four independent variables, namely Product, Price Promotion, Place and one variable, namely buying interest. The data collection technique used in this research of by filling out questionnaires and interviews. The sample used is a saturated sample (census), and the number of samples in this study were 50 fruit shop traders. Data processing in this study using SPSS software version 22 with hypothesis testing using partial test (t), simultaneous test (f), coefficient of determination test (R2). |
Description: | 105 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/20179 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320239 - Alberta Shela Br Ginting - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.43 MB | Adobe PDF | View/Open |
188320239 - Alberta Shela Br Ginting - Chapter IV.pdf Restricted Access | Chapter IV | 601.72 kB | Adobe PDF | View/Open Request a copy |
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