ANALISIS PERBEDAAN PERSEPSI TENTANG BAURAN PEMASARAN RETAIL (RETAIL MIX) PADA KONSUMEN SARDO SWALAYAN DAN RATU SWALAYAN
| Main Author: | ASSADAM, ELVINA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/20317/1/jiptummpp-gdl-elvinaassa-35048-1-pendahul-n.pdf http://eprints.umm.ac.id/20317/2/jiptummpp-gdl-elvinaassa-35048-2-bab1.pdf http://eprints.umm.ac.id/20317/3/jiptummpp-gdl-elvinaassa-35048-3-bab2.pdf http://eprints.umm.ac.id/20317/ |
Daftar Isi:
- This study is a comparative research by comparing consumer perception of the retail marketing mix at Sardo Swalayan and Ratu Swalayan with a survey method. The purpose of the study was to determine consumer perceptions on Customer of Sardo Swalayan and Ratu Swalayan and then differentiate. The analytical tool used is a range of scales to measure consumer perceptions and discriminant analysis to distinguish the perception on Customer of Sardo Swalayan and Ratu Swalayan. Perception can be divided into two: positive perception and negative perception. The results of the analysis in this study is, consumer perception at Sardo Swalayan and Ratu Swalayan is positive. While the difference between the two objects are on the three aspects. The first aspect is the label on bags of groceries, two are parking facilities, and the third aspect is the grouping of items in a product category.