Variasi Produk Dan Pemasaran Roti Terhadap Minat Beli Konsumen Di Koto Baru Solok

Abstract

This research aims to know the influence of the variation of the product and the marketing of Cider Bread against the interest of the consumers buy in Nagari Pebatungan Koto Recently Won. Variations in product and marketing is very important , because with the variety of products and marketing will be beneficial for the company in the sales process and at least be able to provide
something different and exciting for the local population so that they are motivated to try products that are marketed. This research was conducted at one of the companies of the food industry that exists in Indonesia namely PT. Nippon Indosari Corpindo through agents – agents of the city – the city especially in the town of Solok. This study uses data is primary data, techniques of sampling is the sampling of non sample probabillity 78 respondents. To be aware of the influence of variables
and variable product marketing variation against the interest of the consumer to buy, multiple linier regression analysis were processed using SPSS Version 22.0. The results of multiple regression analysis of the importance of the equation: Y = 11,457+
0,476x1 + 0,243x2+ e which means that the variation of the variable product and marketing a positive effect on consumer buying interest. Judging from the R value of 0.616, the obtained value of the coefficient of determination (R2) = 0.380, which means the variety of products and marketing 38% effect on consumer buying interest in Nagari Pebatungan Koto Baru Solok, and 62% are influenced by other factors. F obtained from test analysis calculated F value of 22.988 and F table 3,12 which means that if F count> F table, calculated F value of 22.988> F table 3,12 (22.988> 3.12), which means that the variable variations Sari Roti products and marketing have a significant effect on consumer buying interest in Nagari Pebatungan Koto Baru Solok.