PENGARUH RETAIL MIX TERHADAP PEMILIHAN KEPUTUSAN PEMBELIAN KONSUMEN PADA TOKO TINARA
DOI:
https://doi.org/10.51804/jiso.v4i1.14-19Keywords:
Buying decision, Retail Mix, SmartPLS, Structural Equation Modeling (SEM).Abstract
Dalam menghadapi persaingan pada bisnis retail yang semakin meningkat dilakukan evaluasi untuk menarik daya beli konsumen pada Toko Tinara. Penelitan ini memiliki tujuan untuk mengetahui bagaimana pengaruh retail mix terhadap keputusan pembelian pelanggan pada Toko Tinara. Populasi didalam penelitian ini adalah pengunjung toko tinara dengan jumlah sampel sebesar 100 responden. Metode yang dipakai adalah metode SEM yang diolah dengan menggunakan sofware SMARTPLS 3. Hasil analisa hipotesis diketahui bahwa variabel yang memiliki pengaruh paling dominan terhadap Keputusan Konsumen adalah Variabel Promosi dengan nilai T statistik sebesar 4,977 dan variabel Pelayanan dengan nilai T statistik sebesar 4,645. Dari hasil output R-Square diketahui bahwa variabel retail mix (Produk, Harga, Lokasi, Promosi, Pelayanan dan Presentasi) memiliki pengaruh sebesar 0,777 atau 77,7% terhadap Keputusan konsumen, sedangkan sisanya yaitu sebesar 22.3% dipengaruhi faktor lain.
In the face of increasing competition in the retail business, an evaluation is carried out to attract consumer purchasing power at Tinara Stores. This study aims to determine how the influence of the retail mix on customer purchasing decisions at Tinara Stores. The population in this study were visitors to the Tinara shop with a sample size of 100 respondents. The method used is the SEM method which is processed using SMART-PLS 3 software. The results of the hypothesis analysis show that the variables that have the most dominant influence on consumer decisions are the Promotion Variable with a statistical T value of 4.977 and the Service variable with a statistical T value of 4.645. From the results of the R-Square output, it is known that the retail mix variable (Product, Price, Location, Promotion, Service and Presentation) has an influence of 0.777 or 77.7% on consumer decisions, while the remaining 22.3% is influenced by other factors.
References
Butler dan Collins (2001). Strategi Pemasaran Politik. Media Grup, Jakarta.
Kotler & Amstrong (2001). Prinsip-Prinsip Pemasaran Jilid 2, Edisi Kedelapan, Erlangga, Jakarta.
Kotler dan Philip (2002). Manajemen Pemasaran. Edisi Kesebelas, Jilid 2, Prenhallindo, Jakarta.
Ma’ruf, Hendri (2005). Pemasaran Ritel. PT Gramedia Pustaka Utama. Jakarta.
Tjiptono, Fandy (2001). Strategi Pemasaran. Edisi Kedua, Cetakan Kelima, Andi Offset, Yogyakarta.
Downloads
Published
Issue
Section
License
With the receipt of the article by JISO Editorial Board and the decision to be published, the copyright regarding the article will be transferred to JISO. The copyright transfer form can be downloaded here.
JISO has the right to multiply and distribute the article and every author is not allowed to publish the same article that was published in this journal.
JISO is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
