Dampak Strategi Penjualan Dan Pengembangan Produk Terhadap Minat Beli

Abstract

This research is motivated by the not yet optimal application of marketing strategies, namely, company's competitive position and economic situation. In addition, product development has not everything is processed with the help of machines so it takes quite a long time in producing it. This study uses a descriptive analysis design. Amountpopulation that will be the object of research is the existing consumers in PD. Original Taste namely 3,106 person. The following method of unifying the observation files is study literature, field studies (observations, interviews and questionnaires). Data analysis stages starting with validity, reliability, interval value transformation, and data analysis verification/quantitative. The results of the study show that: 1) Marketing strategy has a relationship with buying interest in PD. Ciamis Original Taste with correlation test results of 0.789 which has a strong relationship level, with an influence level of 62.19%; 2) product development has a relationship with consumer buying interest with test resultscorrelation of 0.778 which has a strong relationship level, with a level of influence of 60.60%; 3) Marketing strategy and product development have a relationship with interest consumer buying in PD. Original Taste of Ciamis with a correlation test result of 0.914 which has the relationship level is very strong, with an influence level of 83.54%.