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THE INFLUENCE OF MARKETING MIX ON BUYING INTEREST AND PURCHASING DECISION SMES BUMDESA
TUAH BARU UNIT USAHA UMKM MART SELATBARU
Student : Bengkalis State Polytechnic
ABSTRACT
This study aims to determine the effect of marketing strategies on purchase intention and purchasing decisions at The Influence Of Marketing Mix Strategy On Buying Interest And Purchasing Decision SMEs Bumdesa Tuah Baru Unit Usaha UMKM Mart Selatbaru.The research method used is a quantitative approach by collecting primary data through a survey method by distributing questionnaires to 100 consumers who have made purchases at SMEs Bumdesa Tuah Baru Unit Usaha UMKM Mart Selatbaru. The analytical method used is multiple linear regression which is first performed the classical assumption test.
Hypothesis testing is done by statistical test namely t test, f test and determination test (R Square). The results obtained indicate that the marketing mix has a significant influence on buying interest and consumer purchasing decision for souvenir products by SMEs Bumdesa Tuah Baru Unit Usaha UMKM Mart Selatbaru.
Keywords: Marketing Mix, Buying Interest and Purchasing Decision NIM : 5404171109
Supervisor : Adrian Irnanda Pratama S.Sos., M.B.A Name of Student : Rita Asmara
