Pengaruh Promosi dan Harga Terhadap Minat Beli Pelanggan PT. Nipsea Paint and Chemicals Cat Nippon Paint - Dedi Sukaryono (STIE Kertanegara Malang, 2023)
ABSTRACT This study aims to determine the effect of promotion and price on customer buying interest at PT. Nipsea Paint And Chemicals deppo Malang. This research is a quantitative study. The population in this study is the consumers of PT. Nipsea Paint And Chemicals Deppo Malang. The sample used was 100 respondents with purposive sampling technique. The data analysis techniques used are validity and reliability tests, classical assumption tests (normality test, multicollinearity, heteroscedasticity, and autocorrelation test, multiple linear regression analysis, simultaneous test (F test), partial test (t test). of Promotion (X1) on Customer Buying Interest (Y). Partially there is a significant effect of Price (X2) on Customer's Buying Interest (Y). Simultaneously there is a positive and significant effect of Promotion (X1) and Appreciation (X2) on Interest Buy Customer (Y).Keywords: Promotion, price and Buying Interest of Customers ABSTRAKPenelitian ini bertujuan mengetahui pengaruh Promosi dan Harga terhadap Minat Beli Pelanggan PT.Nipsea Paint And Chemicals deppo Malang.Penelitian ini merupakan penelitian kuantitatif. Populasi dalam penelitian ini adalah Konsumen PT.Nipsea Paint And Chemicals Deppo Malang. Sampel yang digunakan sebanyak 100 responden dengan teknik pengambilan purposive smpling. Teknik analisis data yang digunakan yaitu uji validitasdan reliabilitas, uji asumsi klasik (uji normalitas, multikolinieritas, heteroskedastisitas, dan uji autokorelasi,analisisregresi linear berganda,uji simultan (uji F), uji parsial (uji t).Hasil penelitian Secara parsial terdapat pengaruh signifikan dari Promosi (X1) terhadap Minat Beli Pelanggan (Y). Secara parsial terdapat pengaruhsignifikan dari Harga (X2)terhadap Minat Beli Pelanggan (Y). Secara simultan terdapat pengaruh yang positif dan signifikan dari Promosi (X1) dan Hargai (X2) terhadap Minat Beli Pelanggan (Y).Kata Kunci: Promosi, harga dan Minat Beli Pelanggan