<![CDATA[This study aims to analyze the effect of the marketing mix (4P) on consumer buying interest at the Ega Collection Convection UMKM in the field of convection in the area of Jl. Bantul No.12 Gedongkiwo, Mantrijeron, DI Yogyakarta. This research is a quantitative research and data dissemination through questionnaires. The number of samples was 94 respondents where the respondents were consumers of the Ega Collection Convection.In data analysis, this research uses descriptive analysis method, data quality test, classical assumption test and simple linear regression test. This research was conducted to determine how much influence the Marketing Mix has on buying interest in convection products. The results of this study are the marketing mix, namely place, price, product, and promotion, which have a positive and significant effect on consumer buying interest in Ega Collection Convection. ABSTRAK Penelitian ini bertujuan untuk menganalisispengaruhmarketing mix (4P) terhadap minat beli konsumen pada UMKM Konveksi Ega Collection dalam bidang konveksi di daerah Jl. Bantul No.12 Gedongkiwo, Mantrijeron, DI Yogyakarta. Penelitian ini adalah penelitian kuantitatif dan penyebaran data melalui kuisioner. Jumlah sampel sebanyak 94 responden dimana responden tersebut adalah konsumen Konveksi Ega Collection. Analisis data penelitian ini menggunakan metode analisis deskriptif, uji kualitas data, uji asumsi klasik dan uji regresi linear sederhana. Penelitian ini dilakukan untuk mengetahui seberapa besar pengaruh marketing mix terhadap minat beli produk konveksi. Hasil penelitian ini adalah marketing mix yaitu place, price, product, and promotion berpengaruh secara positif dan signifikan terhadap minat belikonsumen Konveksi Ega Collection.]]>
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