ANALISIS BAURAN PEMASARAN JASA YANG MENJADI PERTIMBANGAN PEMBELI DALAM MEMILIH BERBELANJA DI PASAR RITEL(STUDI PADA GIANT SUPERMARKET KAWI MALANG)
| Main Author: | Mar’ie , Muhammad |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2010
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/5018/1/ANALISIS_BAURAN_PEMASARAN_JASA_YANG_MENJADIPERTIMBANGAN_PEMBELI_DALAM_MEMILIH_BERBELANJA_DI_PASARRITEL.pdf http://eprints.umm.ac.id/5018/ |
Daftar Isi:
- The research objective was to examine the relationship between service marketing mix variables into a factor to be considered buyers in choosing to shop at Giant Supermarket. In this service marketing variable covers eight variables which include the Product (product), Price (price), Promotion (promotion), Place (or distribution site), People (human), Physical Evidence (layout and facilities), process ( process) and Cosntumer Service (ministry). In this study conducted at the Giant Supermarket Kawi Malang, where researchers studied the buyer after making a purchase at Giant Supermarket, and then distribute a questionnaire with 35 questions which include eight service marketing mix variables. And whether the 35 items which include questions from the eight existing services marketing mix variables that factor into consideration in choosing buyers to shop at Giant Supermarket. Writing of this using the method of factor analysis with secondary data as its data source. The problem is whether the mix of services into consideration pemsaran buyers and service marketing mix which is most dominant. influence the buyer to shop at Giant Supermarket. The results showed that the variables X1 with Eigen value of 6.044, X2 with Eigen value of 5.755, X3 with Eigen value of 2.684, X4 with Eigen value of 2.025, X5 with Eigen value of 1.862, and the X6 with the Eigen value of 1.458. And the sixth factor into consideration in choosing buyers to shop at Giant Supermarket. And after conducting factor analysis eigenvalues highest value is a factor or factors with eigen value 6.044 of service and be able to explain the diversity of variables - the variables in the observation of 17, 268% and become the most dominant factor Keywords: Giant Supermarket, Service factor.