Rohmah, Siti Nur (2024) PENGARUH VARIASI PRODUK, HARGA DAN DIGITAL MARKETING TERHADAP MINAT BELI KONSUMEN (Survei Terhadap Konsumen di Mokopi Ciawigebang). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh variasi produk, harga dan digital marketing terhadap minat beli konsumen. Sampel dalam penelitian ini adalah orang yang telah mencari informasi dan berminat untuk membeli di Mokopi Ciawigebang. Metode penelitian yang digunakan oleh penulis dalam penelitian ini adalah metode survei dengan menggunakan kuesioner melalui google form. Jumlah total sampel dalam penelitian ini adalah 100 responden. Teknik pengumpulan data yang penulis gunakan dalam penelitian ini adalah angket dan pengukurannya menggunakan skala interval, data yang diperoleh diolah dengan metode analisis regresi linier berganda dengan bantuan aplikasi SPSS Statistika. Pembuktian hipotesis dilakukan dengan menggunakan teknik analisis deskriptif yang dapat diverifikasi. Hasil penelitian menunjukkan bahwa: variasi produk, harga, dan digital marketing secara simultan dan parsial berpengaruh positif dan signifikan terhadap minat beli konsumen di Mokopi Ciawigebang.
Kata kunci: Variasi Produk, Harga, Digital Marketing Minat Beli Konsumen.

This study aims to determine the influence of product variations, price, and digital marketing on consumer buying interest. The sample in this study is people who have searched for information and are interested in buying at Mokopi Ciawigebang. The research method used by the author in this study is a survey method using a questionnaire through Google Form. The total number of samples in this study is 100 respondents. The data collection technique used in this study is a questionnaire and the measurement is done using an interval scale, the data obtained is processed using the multiple linear regression analysis method with the help of the SPSS Statistics application. Hypothesis testing is done using descriptive analysis techniques that can be verified. The results show that: product variations, price, and digital marketing simultaneously and partially have a positive and significant impact on consumer buying interest at Mokopi Ciawigebang.
Keywords: Product Variation, Price, Digital Marketing, Consumer Buying Interest.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata kunci: Variasi Produk, Harga, Digital Marketing Minat Beli Konsumen. Keywords: Product Variation, Price, Digital Marketing, Consumer Buying Interest.
Subjects: A General Works > AC Collections. Series. Collected works
H Social Sciences > HF Commerce > HF5601 Accounting
Depositing User: S.E Siti Nur Rohmah
Date Deposited: 29 Oct 2025 03:17
Last Modified: 29 Oct 2025 03:17
URI: https://rama.uniku.ac.id/id/eprint/3638

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