PENGARUH BAURAN PEMASARAN, CITRA PERUSAHAAN, DAN KOMPETENSI TENAGA PEMASARAN TERHADAP MINAT INVESTASI (Studi Kasus Pada Calon Investor Perusahaan Pialang Berjangka PT Central Capital Futures Bandung)
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The development of the global economy has entered the modern era encourage various forms of financial business to grow rapidly. People are faced with various options on how to invest funds held in order to deliver optimal results. This study examines factors that affect the public interest in the investment itself. The factors chosen are a marketing mix, corporate image and competence of salesperson. Research conducted on one investment company that specializes in futures trading, PT Central Capital Futures Bandung Branch. The purpose of this study was (1) to describe the marketing mix, corporate image, competence of salesperson, as well as investment interest in PT Central Capital Futures according to potential investors; (2) to determine how much the influence of marketing mix, corporate image and competence of salesperson to investment interest in PT Central Capital Futures by partial or simultaneous. The research was conducted by taking a sample of accidental potential investors who were offered products. The number of respondents were 150 respondents. Method of this research is regression analysis with SPSS 17 program. From the three factors that affect investment interest, marketing mix has a significant effect of 55.8% with a positive direction, corporate image did not obtain significant results but affects only 1% with a positive direction, and competence of salesperson showed results of 13% with a positive direction but also not significant. Meanwhile, the simultaneous results of the study indicate that all of marketing mix, corporate image and competence of salesperson affect investment interest of 39.8% with a positive direction.
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