Analisis Pengaruh Harga Produk, Citra Merek, Kualitas Produk, dan Promosi terhadap Minat Beli Produk Sabun Lifebuoy di Minimarket Sari Mulya Kaligangsa

Abstract

One marketing strategy that is increasingly intensively carried out is brand advertising on television, including advertisements for liquid laundry soap products. Efforts to increase promotion, price adjustments, and product quality, or need to carry out a more effective marketing strategy in accordance with the findings of market research conducted. The purpose of this study was to analyze the effect of product price, brand image, product quality, and promotion on buying interest in Lifebuoy bath soap. The quantitative approach method carried out is based on positivistic research data (concrete data), namely numerical values that will be measured by statistics as a calculation test tool, related to the problem under study to produce a conclusion. The population of this study was Lifebuoy bath soap customers at Minimarket Sari Mulya Kaligangsa. The sample was obtained with the Arikunto formula with subjects of 25% of the population of 550 people, then a sample of 138 respondents was obtained.  The research instrument used was in the form of primary data from filling out questionnaires. Data analysis technique with multiple linear tests. The results showed that price had a significant influence on buying interest in Lifebuoy bath soap, brand image and product quality had a significant effect on buying interest in Lifebuoy bath soap, promotion did not have a significant effect on buying interest in Lifebuoy bath soap products. Based on test F, that price, brand image, product quality and promotion simultaneously affect the interest in buying Lifebuoy bath soap.