Pengaruh Mutu Pelayanan, Mutu Produk, dan Harga terhadap Minat Beli Sabun Lifebuoy di Minimarket Dina Jaya Ketanggungan

Abstract

One marketing strategy that is increasingly being implemented is brand advertising on television, including advertising for liquid washing soap products. Efforts to increase sales by focusing on service quality, products and prices are needed for a more effective marketing strategy based on findings from market research. The aim of this research is to analyze the influence of service quality, product quality and price on interest in buying Lifebuoy bath soap. The method used is a quantitative approach based on positivistic research data, with samples from Lifebuoy bath soap customers at the Dina Jaya Kekurangan Minimarket. The research instrument used was a questionnaire, and the data analysis technique used was multiple linear tests. The research results show that service quality, product quality and price have a significant influence on interest in buying Lifebuoy bath soap. The F test results also show that price, brand image, product quality and promotion simultaneously influence interest in buying Lifebuoy bath soap.