Analisis Bauran Pemasaran Agrowisata Stroberi Petik Sendiri Terhadap Minat Beli Konsumen (Studi Kasus : Desa Tongkoh, Kecamatan Dolat Rakyat, Kabupaten Karo

Abstract

Consumer buying interest is the stage where consumers form their choices between several brands and ultimately make a purchase on the most preferred brand or the process that consumers go through to buy a good or service based on various considerations. This study aims to analyze the effect of marketing mix on consumer buying interest in Tongkoh Village, Dolat Rakyat District, Karo Regency. The research method used is a quantitative descriptive approach with the smartPLS SEM (Partial Least Square - Structural Equation Modeling) software model. Data was collected through interviews and questionnaires to 97 consumers selected by purposive sampling. The result of this study is that place has a greater effect because consumers to generate buying interest pay more attention to strategic locations both on the side of the road and those with parking lots. Products have a low influence because in general the products that look less attractive, because the fruit is less fresh and many fruits are not of good quality.