Pe the Effect of Marketing Mix on Repeat Buying Interest of Vegetables at Sobat's Shop

Hijra S.  Lakoro; Rosida P  Adam; Syamsul Bahri Dg.  Parani

doi:10.59890/pcpaxt18

Authors

Hijra S. Lakoro Universitas Tadulako Author
Rosida P Adam Universitas Tadulako Author
Syamsul Bahri Dg. Parani Universitas Tadulako Author

DOI:

https://doi.org/10.59890/pcpaxt18

Keywords:

Marketing Mix, Product, Price, Place, Promotion, Repurchase Interest

Abstract

This study aims to determine and analyze: (1) The influence of the marketing mix consisting of product, price, place and promotion on the interest in repurchasing vegetables at Sobat's shop, (2) The influence of the product on the interest in repurchasing vegetables, (3) The influence of price on the interest in repurchasing vegetables at Sobat's shop. (4) The influence of place on the interest in repurchasing vegetables at Sobat's shop. (5) The influence of promotion on the interest in repurchasing vegetables at Sobat's shop. The type of research used is quantitative. The population of this study is all consumers who buy vegetables at Sobat's shop whose number is not known with certainty. The sampling technique in this study used Incidental Sampling and purposive sampling, with a sample size of 75 respondents. Data collection used online and offline questionnaires that had been examined for reliability and validity. Multiple linear regression was employed in the analysis process. The study's findings indicate that (1) There is a significant influence of the marketing mix consisting of product, price, place and promotion on the interest in repurchasing vegetables at your shop, (2) There is a significant influence of product on the interest in repurchasing vegetables at your shop, (3) There is no significant influence of price on the interest in repurchasing vegetables at your shop, (4) There is a significant influence of place on the interest in repurchasing vegetables at your shop, (5) There is a significant influence of promotion on the interest in repurchasing vegetables at your shop

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