PENGARUH RETAIL MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN BERBEBELANJA DI GIANT EKSTRA KENTEN PALEMBANG

APRILANI, CINDY and Nofiawaty, Nofiawaty and Maulana, Ahmad (2020) PENGARUH RETAIL MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN BERBEBELANJA DI GIANT EKSTRA KENTEN PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of retail marketing mix variables on consumer shopping decisions at Giant Extra Kenten Palembang. Variables used in this study consisted of independent variables namely merchandise (X1), price (X2), location (X3), retail services (X4), outlet atmosphere (X5), promotion / communication (X6) and the dependent variable are consumer purchasing decisions or Y. Data collection techniques using questionnaires and interviews. For testing the instrument using a test of validity, reliability. As for technical analysis using multiple linear analysis methods, with the F test and t test. The results showed that merchandise (X1), price (X2), location (X3), retail services (X4), outlet atmosphere (X5), promotion / communication (X6) simultaneously and partially had a significant effect on consumer purchasing decisions or Y. From the calculation of the F test, it is calculated that the F count is 25.989> F table 2.20 with a significance of 0.000 <0.05. The value of R2 or the coefficient of determination obtained by 0.610 or 61 percent.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ekonomi, Manajemen Pemasaran
Subjects:	H Social Sciences > HB Economic Theory > HB221-236 Price H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 8211 not found.
Date Deposited:	25 Sep 2020 03:00
Last Modified:	25 Sep 2020 03:00
URI:	http://repository.unsri.ac.id/id/eprint/35627

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