PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI PADA IPHONE 15 PRO MAX DI KOTA PALEMBANG

LESTARI, YUMI and Putri, Yulia Hamdaini (2025) PENGARUH BAURAN PEMASARAN TERHADAP MINAT BELI PADA IPHONE 15 PRO MAX DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian dilakukan dengan tujuan untuk melihat pengaruh bauran pemasaran (produk, harga, tempat, dan promosi) terhadap minat beli konsumen pada iPhone 15 Pro Max di Kota Palembang. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik purposive sampling terhadap 200 responden. Data dikumpulkan menggunakan kuesioner dan dianalisis melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan dan parsial, keempat elemen bauran pemasaran berpengaruh signifikan terhadap minat beli. Variabel produk dan promosi menjadi faktor dominan yang memengaruhi keputusan konsumen. Penelitian ini memberikan implikasi penting bagi strategi pemasaran Apple dan pelaku bisnis lokal di industri teknologi premium.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran, Produk, Harga, Tempat, Promosi.
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5446-5459 Canvassing. Peddling
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Yumi Lestari
Date Deposited:	24 Jul 2025 07:28
Last Modified:	24 Jul 2025 07:28
URI:	http://repository.unsri.ac.id/id/eprint/180336

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