PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI ULANG PALU MAKEUP DI KOTA PALU - Ika Sri Wahyuni; Rosida Adam (Universitas Tadulako, 2023)
AbstrakTujuan penelitian ini untuk mengetahui pengaruh harga, promosi, produk, dan tempat terhadap minat beli ulang konsumen pada toko Palu makeup di Kota Palu. Jenis penelitian yang digunakan adalah kuantitatif asosiatif. Populasi pada penelitian ini yakni masyarakat Kota Palu yang melakukan pembelian di Palu Makeup. Teknik pengambilan sampel pada penelitian ini yaitu purposive sampling, dengan jumlah sampel 100 responden. Metode penelitian menggunakan metode regresi linear berganda. Hasil penelitian menunjukkan bahwa produk, harga, tempat, dan promosi secara serempak berpengaruh signifikan terhadap minat beli ulang konsumen pada Palu Makeup di Kota Palu. Hasil penelitian menunjukkan produk berpengaruh signifikan Terhadap minat beli ulang konsumen pada Palu Makeup di Kota Palu. Hasil penelitian menunjukkan harga berpengaruh signifikan terhadap minat beli ulang konsumen pada Palu Makeup di Kota Palu. Hasil Penelitian menunjukkantempat berpengaruh signifikan terhadap minat beli ulang konsumen pada Palu Makeup di Kota Palu. Hasil penelitian menunjukkanpromosi berpengaruh signifikan terhadap minat beli ulang konsumen pada Palu Makeup di Kota Palu.Kata Kunci:Produk, Harga, Tempat, Promosi, Minat Beli UlangAbstractThe purpose of this study was to determine the effect of price, promotion, product, and place on consumer repurchase interest at the Palu makeup store in Palu City. The type of research used is quantitative associative. The population in this study is the people of Palu City who make purchases in Palu makeup. The sampling technique in this study is purposive sampling, with a sample of 100 respondents. The research method uses multiple linear regression method. The results showed that the product, price, place, and promotion simultaneously had a significant effect on consumers' repurchase interest at Palu Makeup in Palu City. The results showed that the product had a significant effect on consumers' repurchase interest at Palu Makeup in Palu City. The results showed that price had a significant effect on consumers' repurchase interest at Palu Makeup in Palu City. The results showed that the place had a significant effect on consumers' repurchase interest at Palu Makeup in Palu City. The results showed that promotion had a significant effect on consumers' repurchase interest at Palu Makeup in Palu City.Keywords: Product, Price, Place, Promotion, Repurchase Interest