Decreasing Intention to Shop at Yomart Citamiang (Perspective of Location & Promotion)

Abstract

In this study revealed that there is a gap between good location and promotion and low buying
interest in Yomart Citamiang. This study aims to determine whether location and promotion influence buying
interest in Yomart Citamiang. The factors tested in this study are location and promotion as independent
variables, while buying interest as the dependent variable. The research method used is descriptive-verification
method, with data collection techniques through observation, interviews and questionnaires. The population in
this study is the community around Yomart Citamiang with a sample of 150 respondents. Data analysis using
multiple linear regression analysis at a significant level of 5 percent, the program used was SPSS 26 and Lisrel
8.80. The results showed that location and promotion had a significant effect on buying interest in Yomart
Citamiang. But this does not make the surrounding community want to go shopping to Yomart Citamiang. This
interest can be increased by Yomart Citamiang by putting large promotional banners, sponsoring large events in
the surrounding area by involving its employees, and holding interesting morning gymnastics events. Further
research can be done by looking at variables, prices, services, and facilities in Yomart Citamiang.