Analysis of Marketing Mix on the Buying Interest of 3 Kg LPG Gas Tubes in Jenne maeja Ponrang Selatan District, Luwu

Abstract

This study aims to examine the extent of the relationship of Marketing Mix (Product, Price, Promotion, and Distribution) to buying interest in Patimasang Base.

To obtain the data needed for this study, the authors used data collectiontechniques namely observation, documentation, and questionnaires. In the sampling technique used in this study was Simple Random Sampling. The sample of this research is consumers who will be the object of 30 respondents. To process and analyze data, the author uses the help of Multiple Linear Regression Analysis Statistics which is used to find out the relationship patterns that reveal the interrelation of the independent variable and the dependent variable.

Based on the results of the regression analysis, it was found that the product andprice had an effect on buying interest because the cofficient of both was large, namely0,294 and 0,223 respectively, meaning that Ho was rejected, thus the two variables did have a significant relationship to purchase intetion. This is because the coefficients of both are small, namely 032 and 177, meaning that Ho is accepted, thusthe two variabels really do not have a significant relationship to buying interest.