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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui Pengaruh Produk, Harga, Tempat, Promosi, Dan Citra Merek
Terhadap Minat Beli Pakaian Pedagang Kaki Lima Di Pantai Panjang Kota Bengkulu, untuk mengetahui faktor mana
yang paling dominan mempengaruhi minat beli. Penelitian ini menggunakan metode penelitian observasi dengan
analisis data secara kuantitatif. Populasi yang digunakan dalam penelitian ini adalah konsumen pakaian pedagang
kaki lima di pantai panjang yang jumlah populasi tidak di ketahui dengan pengambilan sampel dalam penelitian ini
adalah berjumlah 120 responden. Berdasarkan hasil regresi berganda diperoleh bentuk persamaan regresi Y =
0.597 + 0.169 (
) + 0.151 (X
2
) + 0.259 (X
3
) + 0.288 (X
4
) + 0.288 (X
5
)
Hasil penelitian dan hipotesis menunjukkan
bahwa Produk menunjukkan nilai (2.105 > 1.9804) dan (sig = 0,038 < 0,050).Harga menunjukkan nilai (2.123
>1.9804) dan (sig = 0,036 < 0,050).Tempat menunjukkan nilai (3.823 >1.9804) dan (sig = 0,000 <
0,050).Promosi menunjukkan nilai (2.631 >1.9804) dan (sig = 0,010 < 0,050).Citra Merek menunjukkan nilai
(2.525 >1.9804) dan (sig = 0,000 < 0,050).Secara simultan (F) Produk, Harga, Tempat, Promosi, Dan Citra Merek
mempunyai pengaruh signifikan terhadap minat beli. Sebaiknya pedagang pakaian kaki lima di pantai panjang
dapat terus meningkatkan produk sehingga tujuan utama dari pemasaran bisa tercapai.
Kata Kunci: Produk, Harga, Tempat, Promosi, Citra Merek, Minat Beli
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