ABSTRAK

Minat beli merupakansuatuhal yang pentingdalamperusahaan, sebagaimanaSchiffmandanKanuk (2007:228)menyatakanminatbeliadalahsuatu model sikapseseorangterhadapobjekbarang yang sangatcocokdalammengukursikapterhadapgolonganproduk, jasaataumerektertentu, namunkenyataannyaminatbelipada flashy shop masihrendah, dilihatdaripenurunanpenjualan, danpenyebabnyadisinyaliradalahbauranpromosi. Berdasarkanpenelitian yang telahdilakukanterhadap 198 respondendenganmetode explanatory menggunakananalisisregresibergandadankuesionersebagai instrument penelitiannya , mengungkapkanresponden flashy shop cukupmemilikiminatbeli, bauranpromosi yang dilakukansudahbaik, seluruhdimensibauranpromosiyaituperiklanan, promosipenjualan, hubunganmasyarakat, penjualan personal danpemasaranlangsungberpengaruhpositif dan signifikandengannilaimasing masing 0,113, 0,174, 0,145, 0,389 dan 0,160 dan nilai sig.lebihkecildaripada 0,05.Selainitu,secarabersama samadimensibauranpromosiberpengaruhterhadapminatbelidanbauranpromosidapatmenjelaskanminatbelisebesar 64% dansisanyadijelaskanolehvariabel lain.

AbstractBuying interest is an important thing in the company, as Schiffman and Kanuk (2007:228) stated that buying interest is a model of attitude from a person towards an object item thatfits perfectlyin measuringattitudes towardsaproduct, services or a specific brand, but in fact a buying interest at flashy shop still low, judging from the sales decline, andthe reasonisallegedly thepromotionalmix. Based onthe research thathas been conductedtowards the198respondentswith explanatorymethod using multiple regression analysis and questionnaire as a research instrument, reveals flashy shops respondents have enough buying interest, it did a good promotion mix, a whole dimension of the promotional mix are advertising, sales promotion, public relations, personal selling, and direct marketing has a positive and significant influence with each value of 0,113, 0,174, 0,145, 0,389 and 0,160, and the significant value is smaller than 0,05.In addition, a promotional mix dimensions simultaneously affect the buying interest, and promotional mix can explain the buying interest by 64% and the rest is explained by other variable.