POLA MARKETING MIX TERHADAP MINAT BELI KONSUMEN PADA TOKO MADURA 24 JAM
Keywords:
Marketing Mix, Purchase Intention, Consumers, Madura 24-Hour StoreAbstract
This research is motivated by the increasing development of shopping centers in urban areas that encourage retail businesses to increase competitiveness through effective marketing strategies. One of the growing retail businesses is Toko Madura 24 Jam which offers easy access, affordable prices, and complete products. This study aims to analyze the influence of the marketing mix including product, price, place, and promotion on consumer purchasing interest, both partially and simultaneously. This study uses a quantitative approach with an associative method on 150 respondents. The results of the validity test show that all statement items are declared valid with a calculated r value greater than r table of 0.159, while the reliability test shows a value of α = 0.973> 0.60 so that the research instrument is declared reliable. The results of multiple linear regression analysis show an R value of 0.887 and R Square of 0.786, which means that the marketing mix variable is able to explain 78.6% of the variation in consumer purchasing interest. The results of the study indicate that simultaneously the marketing mix has a positive and significant effect on consumer purchasing interest. Partially, the product, price, and promotion variables have a positive and significant effect, while the place variable has no significant effect. Promotion is the most dominant factor influencing consumer purchasing interest. Therefore, increasing consumer purchasing interest is more influenced by product, price, and promotion. Therefore, businesses are advised to focus their marketing strategies on these three aspects to increase their competitiveness.
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Copyright (c) 2026 Fadali Rahman, Qanita Nur Adilah, Karisa Juwita Permata Sari, Abdus Salam Achmad, Runik Puji Rahayu (Penulis)
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