PENGARUH BAURAN RITEL TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO DLOOPS SULTAN AGUNG BANDUNG
Daftar Isi:
- ABSTRACTThe objective of this research is to determine whether there is any significant influence among the mix of retail to the consumer buying decision process at Dâ€TMLoops Clothing Company, Sultan Agung Bandung. In this research which is an independent variable is a mix of retail and dependent variable is the consumer buying decision process.This research use survey method. Sampling technique in this research is systematic sampling with a sample size determined by the iterations method were 62 people, the consumers who buy products of Dâ€TMLoops Clothing Company, Sultan Agung Bandung. Data collected by literature study, research field by observation, interview, and questioner. The results of the questioner were processed using a simple regression analysis. Hypothesis test used the t-test.Based on the analysis above, the result showed that the mix of retail has a high correlation to the consumers buying decision process for 0,446 and the value of the influence of mix of retail to the consumers buying decision process is 0,384.The conclusions of this research indicate that the mix of retail is from elements of merchandise, pricing, advertising and promotion, customer service and sales, store atmosphere and store design significantly influence the consumers buying decision process of Dâ€TMloops Clothing Companyâ€TMs product. The suggestion for the clothing company should omptimize the advertising and promotions on television commercials, radio, printed media or internet in order to attract the attention of consumers want to visit and shop at the Dâ€TMLoops Clothing Company, Sultan Agung Bandung.