THE INFLUENCE OF PRICE, PROMOTION, AND LOCATION ON CUSTOMER PURCHASE INTEREST IN PT. SIANTAR TOP TBK. PRODUCTS (CASE STUDY OF HADI SURYA WHOLESALE VISITORS’ DISTRIBUTOR PT. SIANTAR TOP TBK.)

Abstract

Consumer buying interest is a desire that arises from within a person who acts as a consumer (user of goods/services) based on previous experiences they have had. The experience gained from consuming something then encourages consumers to make repeat purchases. Apart from that, consumer buying interest is also influenced by many things including price, promotions and where the product is located or location. This research aims to conduct an analysis of the influence of price, promotion and location variables on consumer buying interest in products from PT. Siantar Top Tbk sold at Hadi Surya Grosir. The method used is quantitative with multiple linear regression. The research results showed that from the 60 research samples who were consumers at Hadi Surya Grosir, the price, promotion and location variables had a significant effect on consumer buying interest both partially with test results of 0.42 on the price variable, 0.2 on the promotion variable and 0.000 on the location variable. The overall results are less than 0.05 so it is stated that each variable has a significant effect. Meanwhile, simultaneously price, promotion and location have a significant effect with F-test results of 0.000 <0.05.