Analisis Strategi Promosi dan Minat Beli Konsumen terhadap Batik Gedog Margomulyo, Kerek, Tuban
DOI:
https://doi.org/10.55352/maqashid.v7i1.2837Keywords:
Batik Gedog, promosi, minat beli, Desa Margomulyo, Kerek, Tuban.Abstract
Penelitian ini bertujuan untuk mengeksplorasi pengaruh strategi promosi terhadap minat beli konsumen Batik Gedog di Desa Margomulyo. Berdasarkan analisis regresi linier dan ANOVA, hasil penelitian menunjukkan bahwa strategi promosi memiliki pengaruh signifikan terhadap minat beli konsumen. Setiap peningkatan satu unit dalam promosi berhubungan dengan peningkatan 0,652unit dalam minat beli (β = 0,652; p < 0,001). Penelitian ini juga menemukan bahwa promosi yang lebih intens, khususnya melalui media sosial, dapat meningkatkan minat beli, meskipun pengaruhnya tidak sepenuhnya linier. Oleh karena itu, pengrajin Batik Gedog disarankan untuk memanfaatkan media sosial, meningkatkan keterampilan digital, dan mengintegrasikan nilai budaya dalam strategi promosi mereka. Penelitian lebih lanjut disarankan untuk mengeksplorasi faktor lain yang mempengaruhi minat beli dan menggunakan sampel yang lebih besar.
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