ANALYSIS OF CONSUMER DIFFERENCES IN DECIDING TO CHOOSE RETAIL MIX IN CONVENIENCE STORE

Sri Nastiti Andharini, Marsudi Marsudi


Abstract


The purpose of this study was to analyze and test the differences in consumers in choosing retail mix at convenience stores at Giant Malang Olympic Garden and Hypermart Malang Town Square. The research conducted was descriptive research, with the technique of data collection used was a questionnaire. While the data analysis used is discriminant analysis.The results showed that there was a difference between consumers choosing retail mix at convenience stores at Giant Malang Olympic Garden and Hypermart Malang Town Square. What distinguishes consumers from choosing a retail mix at a convenience store at Giant Malang Olympic Garden and Hypermart Malang Town Square is offering various types of products, affordable prices, attractive discounts, providing a oduct catalog that makes it easier for consumers to choose products that will purchased, offering a bundling program (getting free other products that are usually packaged with the main product sold) on certain products, strategic locations (in the city center), always maintained conditions (neat, clean, and always paying attention interior design inside the store).


Keywords


choosing decision; retail mix; convenience store

Full Text:

PDF

References


Azza, Ahmad Rijal. 2010. Pengaruh Retail Mix terhadap Keputusan Pembelian Konsumen Di Planet Biru Blitar. Skripsi, Ekonomi-S1, Fakultas Ekonomi, Universitas Negeri Malang, Malang.

Adji, Pricilia dan Hartono Subagio. 2013. Pengaruh Retail Mix Terhadap Keputusan Pembelian Mahasiswa UK Petra Di Circle K Siwalankerto Surabaya.Jurnal Manajemen Pemasaran Vol. 1, No. 2, p.1-10.

Berman, Barry & Evans, Joel R. (2010). Retail Management: A Strategic Approach (11th Ed.). New Jersey: Prentice Hall.

Charles W. Lamb., Joseph F. Hair., dan Carl McDaniel. 2000. Marketing, 5th Ed, South-Western College Publishing, Thomson Learning. USA. Diterjemahkan oleh David Octarevia. 2001. Penerbit Salemba Empat. Jakarta.

Dewa Ayu Dewiasih. 2014. Bauran pemasaran eceran (retailing mix) terhadap keputusan pembelian pada minimarket Indomaret Dewi Sartika Utara. Vol 4 No. 1.

Dewanti, Retno Sari. 2011. Pengaruh Bauran Eceran (Retailing Mix) Terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Apolo Swalayan Jombang.Skripsi, Ekonomi-S1, Fakultas Ekonomi, Universitas Negeri Malang, Malang.

Fadly. 2014. Pengaruh Retailing Mix Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Minimarket Eramart Di Kota Samarinda). E-Journal Administrasi Bisnis, 2 (2) : 173186.

Kotler, Philip, Keller, kevin Lane, 2009, Marketing Management, Thirdteen Edition, diterjemahkan oleh Bob Sabran, Jilid 1, Penerbit Erlangga, Jakarta.

Kotler, Philip, Keller, kevin Lane, 2009, Marketing Management, Thirdteen Edition, diterjemahkan oleh Bob Sabran, Jilid 2, Penerbit Erlangga, Jakarta.

Levy, Michael & Weitz, Barton A. (2009). Retailing Management (7th Ed.). New York: McGraw-Hill Irwin.

Malhotra, N. 2004, Riset Penelitian: Pendekatan Terapan. (Ed. 4), PT. Indeks Kelompok Gramedia. Jakarta.

Ma’ruf, Hendri, 2006, Pemasaran Ritel, Jakarta, PT. Gramedia Pustaka Utama

Munir, M. Mishbakul, 2011, Analisis Pengaruh Retailing Mix Terhadap Keputusan Pembelian Pada Mini Market Permata Di Kecamatan Balapulang, Skripsi, Ekonomi-S1, Fakulras Ekonomi, Universitas Diponegoro, Semarang.

Melisa, Yuda. 2012. Pengaruh Bauran Pemasaran Ritel Terhadap Keputusan Pembelian Ulang Konsumen Mega Prima Swalayan Payakumbuh. Jurnal Manajemen Pemasaran Vol. 1, No. 1, September 2012.

Nova Christian Immanuel Mamuaya. 2008. Pengaruh variable-variabel retail mix terhadap keputusan Peter, J. Paul, Olson, Jerry C., 2017, Consumer Behavior & Marketing Strategy, diterjemahkan oleh Diah Tantri Dwiandani, Perilaku Konsumen dan Strategi Pemasaran, Edisi 9, Cetakan ketiga, Buku 1, Salemba Empat, Jakarta

Peter, J. Paul, Olson, Jerry C., 2017, Consumer Behavior & Marketing Strategy, diterjemahkan oleh Diah Tantri Dwiandani, Perilaku Konsumen dan Strategi Pemasaran, Edisi 9, Cetakan ketiga, Buku 2, Salemba Empat, Jakarta

Schiffman & Kanuk. 2004, p.25. Perilaku Konsumen (edisi 7). Prentice Hall. Jakarta




DOI: https://doi.org/10.22219/jmb.v9i2.10512 | Abstract views : 108 | PDF views : 108 |

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Office 
Management Department, 
Universitas Muhammadiyah Malang
Jl. Tlogomas No 246 Malang, Jawa Timur, Indonesia 
Phone (+62) 341464318 ex 326

email : jurnal_mb@umm.ac.id

 

 

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.