Analisis Pengaruh Harga, Kelengkapan Produk dan Lokasi Terhadap Minat Beli Masyarakat
DOI:
https://doi.org/10.58192/populer.v5i2.4441Keywords:
Location, Marketing Mix, Price, Product Assortment, Public Buying InterestAbstract
This study aims to empirically prove the influence of price, product assortment, and location on public buying interest. Utilizing the ordinary least squares multiple regression method, primary data collection was conducted through structured Likert-scale questionnaires distributed to one hundred respondents using an accidental sampling technique. The object of this research focuses on local consumers active in the Bulakamba Market, Brebes Regency. The test results indicate that all hypotheses are significantly accepted, forming the regression equation In the partial test, the price variable has the most dominant contribution with a t-statistic value of 8.583, followed by product assortment at 6.373, and location at 5.190, all of which exceed the critical t-table value of 1.985. Simultaneously, the F-statistic of 42.815 successfully surpasses the critical F-table threshold of 2.70 with a significance level of 0.000. The coefficient of determination (R Square) findings recorded a value of 0.572, proving a collective marketing mix contribution of 57.2% toward buyer purchasing response. The study's contribution expands the theoretical realm of behavioral economics within transit corridor agrarian-coastal communities while serves as a tactical foundation for local governments in formulating traditional market revitalization policies.
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