PENGARUH KUALITAS PRODUK, HARGA JUAL, PROMOSI PENJUALAN, DAN LOKASI PENJUALAN TERHADAP MINAT BELI BUAH SUNPRIDE DI CV. MADHYRA SUKSES ABADI - Putri, Novita Yulia; Efni, Yulia; Ediana, Cindy (Procuratio : Jurnal Ilmiah Manajemen, 2024)
This research aims to examine the influence of product quality, selling price, sales promotion, and sales location on interest in buying Sunpride fruit at CV. Madhyra Eternal Success. The population in this study were consumers who had purchased Sunpride Fruit at CV. Madhyra's Eternal Success in Pekanbaru City. Calculating the sample size using Roscoe, a research sample of 100 respondents was obtained. The data analysis method in this research uses Multiple Linear Regression Analysis and with the help of SPSS software. The research results prove that product quality has a positive and significant effect on purchasing interest. Selling price has a positive and significant effect on buying interest. Sales promotions have a positive and significant effect on buying interest. Sales location has a positive and significant effect on buying interest. Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, harga jual, promosi penjualan, dan lokasi penjualan terhadap minat beli buah Sunpride di CV. Madhyra Sukses Abadi. Populasi dalam penelitian ini adalah konsumen yang telah membeli Buah Sunpride di CV. Madhyra Sukses Abadi di Kota Pekanbaru. Perhitungan jumlah sampel menggunakan Roscoe, maka diperoleh sampel penelitian sebanyak 100 responden. Metode analisis data dalam penelitian ini menggunakan Analisis Regresi Linear Berganda dan dengan bantuan software SPSS. Hasil penelitian membuktikan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli. Harga jual berpengaruh positif dan signifikan terhadap minat beli. Promosi penjualan berpengaruh positif dan signifikan terhadap minat beli. Lokasi penjualan berpengaruh positif dan signifikan terhadap minat beli.