| dc.description.abstract | This research was conducted to analyze the influence of the marketing mix
strategy on consumer repurchase intention. This research is based on the
widespread presence of shopping centers, especially in the retail section. This
requires business people to know more about the right marketing mix used to
influence consumer purchase intentions in order to maintain the smooth running
of their business. Thus, the purpose of this research is to examine how the
marketing mix strategy at Alfa M Lebo Sidoarjo affects shoppers' propensity to
make a purchase. This study employs a quantitative approach, and it is a
descriptive, causal study. Non-probability sampling with incidental sampling was
utilized for this investigation, and its total sample size was 100. SPSS 22.0 for
Windows is utilized for both descriptive and simple linear regression analysis of
the data. Findings indicated that Alfa M Lebo Sidoarjo's marketing mix strategy
significantly influenced shoppers' intent to make a purchase. Where the
marketing variable received a good response with a score of 82.54 percent and
the purchase intention variable was also in the good category, namely 77.86
percent. Overall, the marketing mix variable has enough influence on purchase
intention, which is equal to 46.0 percent. | en_US |
