Marketing Mix - Consumer Buying Interest at Tokopedia

Abstract

Marketplace is a website or online application that facilitates the buying and selling process from various stores. This study discusses buying interest on the Marketplace. There are several factors that influence consumer buying interest, but in this study researchers only took 4 factors, namely Product, Promotion, Price and Service Quality. The purpose of this study was to analyze the effect of product, promotion, price and service quality on consumer buying interest in the Tokopedia Marketplace. This study uses a quantitative approach, namely the collection, analysis and testing of data using statistical testing. This study used 100 respondents in collecting the questionnaire, the respondents in this study were students of the economics and business faculty of Narotama University Surabaya (respondents were selected based on several predetermined criteria (purposive sampling)). The data obtained from the results of the questionnaire were processed using the technique of Multiple Linear Regression Analysis using the SPSS program. The results showed that the variables of Product, Promotion, Price and Service Quality had a significant partial and simultaneous effect on the variable of consumer buying interest.