RITEL MIX DAN KEPUTUSAN PEMBELIAN KONSUMEN : STUDI PADA KONSUMEN TOKO RITEL DI KOTA MADIUN
Abstract
Retail mix is a tool used to implement and handle the development of retail strategies to satisfy the needs of more target markets than competitors. This research was conducted to determine which factors predominantly influence purchasing decisions in retail companies. In addition, this study aims to analyze the influence of retail mix consisting of customer service, store design & display, communication mix, location, merchandise assortment, and pricing of consumer purchasing decisions in retail stores in the city of Madiun.
A sample of 100 people with purposive sampling and snowball sampling techniques. Respondents are consumers in retail stores in Madiun City which consist of 3 Sub-Districts namely Taman Subdistrict, Kartoharjo District and Manguharjo District. Multiple linear regression analysis techniques.
The results of the simultaneous retail mix research have a significant effect on consumer purchasing decisions. Partially variable store design & display, merchandise assortment, and pricing have a significant positive effect on consumer purchasing decisions. Customer service variables have a significant negative effect on consumer purchasing decisions. Communication mix and location variables have no significant effect on consumer purchasing decisions. Subsequent research needs to include a variable post-purchase behavior because the customer will evaluate the experience after making a purchasing decision.
References
Anggraeni, Debbie Tri dan Nurcahya, I Ketut. 2014. Pengaruh Retail Mix Terhadap Keputusan Pembelian Pada Bali Cenik Kids Appeal Di Denpasar. E-Jurnal Ekonomi dan Bisnis. Vol. 5, No. 8.
Ariestonandri, Prima. 2006. Marketing Research For Beginner. Yogyakarta: ANDI.
Autami, Ni Luh Made Manasaputri Sri dan Suasana, I Gusti Agung Ketut Gede. 2015. Pengaruh Retail Mix Terhadap Keputusan Pembelian Konsumen pada gerai Chatime. E-Jurnal Manajemen Unud. Vol.4, No.11.
Foster, Bob. 2008. Manajemen Ritel. Bandung: ALFABETA.
Ikhwan, Muhammad. 2012. Analisa Pengaruh Retailing Mix Terhadap Keputusan Pembelian Pada Konsumen Circle-K Di Jl. Sultan Hasanudin Makassar. Skripsi program strata-1 Fakultas Ekonomi Dan Bisnis Universitas Hasanuddin Makasar (tidak dipublikasi).
Kotler, Phillip dan Kevin Lane Keller. 2009^a. Manajemen Pemasaran Jilid I (edisi ke-13). Jakarta: Penerbit Erlangga.
_______________________________. 2009^b. Manajemen Pemasaran Jilid II (edisi ke-13). Jakarta: Penerbit Erlangga.
Ma’ruf, Hendri. 2006. Pemasaran Ritel. Jakarta: PT.Gramedia Pusaka Utama.
Nguyen, The Ninh., Phan, Thi Thu Hoai., Vu, Phuong Anh., 2015. The Impact of Marketing Mix Elements on Food Buying Behavior: A Study of Supermarket Consumers in Vietnam. International Journal of Business and Management, Vol. 10, No. 10 (2015).
Paulus, A.L., dan Murdapa, P.S., 2016. Pemanfaatan Teori Resource-Based View Pada Ritel Minimarket: Implikasinya Terhadap Strategi Dan Keunggulan Bersaing. Jurnal Riset Ekonomi dan Manajemen, Volume 16, No 2, Juli - Desember : 215-224
Salim, Wira dan Hartono Subagio. 2013. Analisa Pengaruh Retail Mix Terhadap Keputusan Pembelian Konsumen Di Kampoeng Roti Ngindem Surabaya. Jurnal Manajemen Pemasaran Petra. Vol.1, No.2.
Sugiyono. 2014. Metode Penelitian Manajemen. Bandung: Alfabeta.
Swastha, Basu dan Irawan. 2008. Manajemen Pemasaran Modern. Yogyakarta: Liberty Yogyakarta.
Umar, Husein. 2002. Riset Pemasaran & Perilaku Konsumen. Jakarta: PT SUN.
Utami, Christina Whidya. 2010. Manajemen Ritel: Strategi dan Implikasi Operasional Bisnis Ritel Modern di Indonesia. Jakarta: Salemba Empat.
PDF Views : 1108 times