Pengaruh Strategi Marketing Mix Terhadap Minat Beli Konsumen (Studi pada Konsumen Kopi Broo di Kota Medan)

Abstract

In 2016 – 2018, the food and beverage industry was the industry with the highest average GDP growth rate in Indonesia, reaching 8.49%. The emergence of a coffee culture has caused the coffee shop business to grow, starting from suburban coffee shops to upper middle class. One of the coffee shops in Medan is Kopi Broo which has been established since 2019 and has been operating for 3 years. The number of cafes that are an option in Medan City makes Kopi Broo have to have a good marketing strategy in order to compete and stay afloat for a long time. The purpose of this study are to know the effect of the product on consumer buying interest in Kopi Broo, to know the effect of price on consumer buying interest in Kopi Broo, to know the effect of location on consumer buying interest in Kopi Broo, to know the effect of promotion on buying interest in Kopi Broo, and to know the effect of promotion on buying interest in Kopi Broo, and to know the effect of the strategy marketing mix (product, price, location, and promotion) applied to consumer buying interest in Kopi Broo. This study uses a technique using a descriptive approach by using quantitative methods in which in explaining the data and research results the data is presented with numbers, tables, graphs, or diagrams. The data collection technique used is primary data obtained through questionnaires, interviews, or direct observation to the research site. And for research data retrieval, researchers used a google questionnaire. The results showed that the product had no effect on consumer buying interest in Kopi Broo, price had no effect on consumer buying interest at Kopi Broo, location had an influence on consumer buying interest in Kopi Broo, promotions had an influence on consumer buying interest in Kopi Broo, andstrategy marketing mix (price, product, location, and promotion) together have a significant effect on consumer buying interest.