i ABSTRAK
Dalam usaha untuk memenangkan persaingan perusahaan harus mempunyai strategi pemasaran yang tepat untuk perusahaannya. Salah satu strategi tersebut adalah lokasi yang strategis agar konsumen dapat menjangkau lokasi dengan mudah. Selain lokasi, penetapan harga menjadi pengaruh besar bagi konsumen dalam menentukan minat beli ulang suatu produk ataupun jasa, khusunya di jaman sekarang dimana konsumen semakin peka dalam membeli produk. Harga juga menciptakan pesaingan diantara perusahaan.
Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh Lokasi dan Penetapan Harga terhadap Minat Beli Ulang baik secara bersama maupun secara individu.
Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan studi kasus dimana populasi diambil dari konsumen Rock N Roll Haircuting, dengan menggunakan teknik Non Probability Sampling dalam pengambilan sampel. Sampel yang dijadikan penelitian sebanyak 100 orang konsumen. Pengujian data melalui uji validitas dan reliabilitas, sedangkan Pengolahan data dilakukan dengan analisis regresi linear berganda, koefisien korelasi, koefisien determinasi, pengujian hipotesis.
ii
ABSTRACT
In an effort to win the competition the company must have the right marketing strategy for the company. One such strategy is a strategic location so that consumers can easily reach locations. Besides the location, pricing became a major influence for consumers in determining the interest to buy a product or service, especially in today, where consumers are increasingly sensitive in buying the product. Price also created pesaingan among companies.
The purpose of this study was to determine the influence of location and Pricing toward Interests Buy Re-both collectively and individually.
This research uses descriptive and verification method with case study approach where the population is taken of the consumer Rock N Roll Haircuting, using Non Probability Sampling technique of sampling. Samples taken as many as 100 consumer research. Testing data through validity and reliability, while the data processing is performed by multiple linear regression analysis, the correlation coefficient, determination coefficient, hypothesis testing.
Based on statistical analysis of test results obtained closeness of the locations have a strong relationship with the buying interest. The coefficient of determination and hypothesis testing individually indicate that the location of a significant influence on the buying interest. Based on statistical analysis of test results obtained closeness of pricing has a strong relationship with the buying interest. The coefficient of determination and hypothesis testing individually indicate that pricing significantly influence the buying interest. Taken together, the results of the calculation of multiple correlation coefficient (R) Location and pricing have a very strong closeness of the relationship with the buying interest. The coefficient of determination and hypothesis test results together indicate that there is significant influence of location and pricing to re buying interest.
