TA DIGITAL
Pengaruh produk, harga dan lokasi terhadap minat beli konsumen di Pasar Rasamala Banyumanik Semarang
The influence of product, price and location toward the consumers buying interest in Rasamalatraditional market Banyumanik Semarang
The market was resulted from the desire of some people to obtain their needs. The existence of traditional markets in Indonesia over the yearswas eroded by the spread of the modern market. Clean, fixed price, a comfortable place, qualified products and good zoning arrangement make morepeople like to visit the modern market. It may be possible to trigger a reduction in people's purchasing interest in the traditional markets. Many influences that may be raised due to the establishment of a modern market in Banyumanikdistrict, such as in terms of price, product, and location.
This research object is customers of Rasamala traditional market.The population is people who live in Banyumanik district.The sample is 100 respondents chosen using purposive sample technique. This research used multiple regression analysis to find out the relation between independent variables and dependent variabel. The result is Y=1,174+0,416X1+0,231X2+0,189X3. It was found that, product, price, and location have significant impact on buying interest in Rasamalatraditional market Banyumanik Semarang. It is suggested, the manager of the Rasamalatraditional market Banyumanik should improve the parking area, provide good facilities, and maintain good quality of product.
Keywords :product, price, location, and buying interest, traditional market
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