PENGARUH PENERAPAN RETAIL MIX TERHADAP KEPUTUSAN PEMBELIAN PADA CONVENIENCE STORE (STUDI PADA KONSUMEN TOKO BUKU TOGAMAS CABANG PROBOLINGGO)
| Main Author: | Vanessa, Iga |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2015
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/21030/1/jiptummpp-gdl-igavanessa-40951-1-pendahul-x.pdf http://eprints.umm.ac.id/21030/2/jiptummpp-gdl-igavanessa-40951-2-babi.pdf http://eprints.umm.ac.id/21030/3/jiptummpp-gdl-igavanessa-40951-3-babii.pdf http://eprints.umm.ac.id/21030/ |
Daftar Isi:
- Retail Mix is a combination of factors are used to satisfy retail customer needs and influence their decision to buy. This study aims to determine the influence of the retail mix that includes, product, price, promotion, location, atmosphere and service shop customers on purchasing decisions in Bookstores Convenience Togamas Probolinggo branch, as well as to determine the variables that have an influence retail mix dominant. This research is the use of causal research design (causation). Data collection techniques by using a questionnaire to respondents. The sample used for the 100 respondents. To test instrument using validity, reliability, and classical assumption. As for the technique of data analysis using multiple linear regression analysis for variables used more than two variables, and also with the F test and t test. The results showed that the product variables (X1), price (X2), promotion (X3), location (X4), the atmosphere of the store (X5), and customer service (X6) simultaneously significantly influence purchasing decisions on Togamas Branch Book Stores Convenience Probolinggo (Y). From the calculation of the F test obtained F count = 296.607 with a significance of 0.000 <0.05. In addition, Adjusted R2 value of 0.947 which means that the influence of the independent variable on the dependent variable was 94.7%. And t test known that in partial product, price, promotion, location, atmosphere and customer service shops have a significant influence on the dependent variable. The most dominant variable is a variable promotion.