PENGARUH PRODUK, HARGA, TEMPAT DAN PROMOSI TERHADAP MINAT BELI PRODUK BRIGHT GAS DI PT. GAHARU DIGDAYA BAHARI KABUPATEN SUKABUMI

This study aims to determine the effect of product, price, place, and promotion on purchasing interest in bright gas products at PT. Gaharu Digdaya Bahari, Sukabumi Regency. The method used is a quantitative method. Sampling was carried out using non-probability sampling, the number of samples was determined based on the Cochrane formula, which resulted in a sample size of 96. Data were collected through the distribution of questionnaires arranged with a Likert scale of 1-5. Data analysis was carried out using statistical tests, which include descriptive tests, instrument tests, classical assumption tests, multiple linear regression tests, and hypothesis tests using SPSS version 29. Based on the results of data analysis, the results of this study indicate that partially, the product variable does not have a significant effect on purchasing interest, with a significance value of 0.347 > (0.05). Then the price variable also does not affect purchasing interest, with a significance value of 0.384 > (0.05). On the other hand, the place variable has a significant effect on purchasing interest with a significance value of <0.001 < (0.05). And the promotion variable also has a significant effect on purchasing interest with a significance value of 0.008 < (0.05). Simultaneously, the coefficient of determination (R2) value of 0.617 is obtained, which means that the four variables have an effect of 61.7% on purchasing interest in bright gas products at PT. Gaharu Digdaya Bahari, Sukabumi Regency. Thus, although product and price do not have a direct effect, the combination of product, price, place, and promotion is the main factor in increasing purchasing interest at PT. Gaharu Digdaya Bahari, Sukabumi Regency.
Keywords: Place, Price, Product, Promotion, purchase interest.