BibTex Citation Data :
@article{JIAB29871, author = {Setya Rizky and Handojo Waluyo and Bulan Prabawani}, title = {Pengaruh Bauran Ritel Terhadap Keputusan Pembelian Pada Indomaret Kecamatan Banyumanik Kota Semarang}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {10}, number = {1}, year = {2021}, keywords = {Retail Mix; Product; Price; Place; Promotion; Service; Store Atmosphere and Purchase Decision}, abstract = { Abstract: M odern retail today offers more advantages if is compared to conventional retail outlets. Modern retail strives to meet the demands of diverse markets. Indomaret is one of the modern retailers that provides convenience for the community to meet their daily needs. Since the opening of the outlet, Indomaret Ngesrep has received a positive response, however in 2016 and 2017 the sales of these outlets have shown a decline. The i purpose of i this study is to determine the effect i of retail mix i on purchasing i decisions from Indomaret Ngesrep. This i research is an i explanatory research with i a quantitative i approach. The i population of this study i were consumers of Indomaret Ngesrep with a i sample size of 100 i respondents. The i sampling technique for i this research is i non-probability i sampling with a i purposive sampling approach. From the observations, the i validity, i reliability, correlation i coefficient, simple i linear i regression, determination coefficient, multiple i linear regression, t i test and F i test were carried out using SPSS version 23 software. The results i of this study i indicate that product, price, location, promotion, service, and shop atmosphere partially have a positive and significant effect on purchasing decisions, and the retail ing i mix simultaneously has a i positive and i significant effect on purchasing decisions. Researchers provide suggestions to Indomaret Ngesrep to increase promotional activities through print and electronic media, giving discounts, to personal selling efforts. In addition, in determining product prices, Indomaret Ngesrep's strategy must be better so that consumers feel more confident in making purchasing decisions at Indomaret Ngesrep outlets. Keywords: Retail Mix; Product; Price; Place; Promotion; Service; Store Atmosphere and Purchase Decision Abstrak : Ritel modern saat ini menawarkan lebih banyak keunggulan jika dibandingkan dengan gerai ritel konvensional. Ritel modern berusaha memenuhi permintaan dari pasar yang beragam. Indomaret merupakan salah satu ritel moden yang hadir memberikan kemudahan masyarakat dalam memenuhi kebutuhan sehari-harinya. Sejak dibukanya gerai, Indomaret Ngesrep mendapatkan respon yang positif, akan tetapi di tahun 2016 dan 2017 angka penjualan gerai ini menunjukkan penurunan. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh bauran ritel terhadap keputusan pembelian dari Indomaret Ngesrep. Penelitian ini bertipe explanatory research dengan pendekatan kantitatif. Populasi dari penelitian ini adalah konsumen Indomaret Ngesrep dengan jumlah sampel yaitui100 responden. Teknikipengambilan sampelipenelitian iniiyaitu non-probability sampling denganipendekatan purposive i sampling. Dari hasil observasi kemudian dilakukan uji validitas, realibilitas, koefisien korelasi, regresi linear sederhana, koefisien determinasi, regresiilinear berganda, iuji tidan ujiiF menggunakan software SPSS versi23. Hasil dari penelitian ini menunjukkan bahwa produk, harga, lokasi, promosi, layanan, dan suasana toko secaraiparsial berpengaruhipositif danisignifikan terhadap keputusanipembelian, danibauran pemasaran secaraisimultan berpengaruh positifidan signifikaniterhadap keputusanipembelian. Peneliti memberikan saran kepada Indomaret Ngesrep untuk meningkatkan kegiatan promosi melalui media cetak maupun elektronik, pemberian potongan harga, hingga upaya personal selling. Selain itu, dalam menentukan harga produk, strategi yang dilakukan Indomaret Ngesrep juga harus lebih baik agar konsumen merasa lebih yakin dalam melakukan keputusan pembelian di gerai Indomaret Ngesrep. Kata Kunci : Bauran Ritel, Produk, Harga, Lokasi, Promosi, Layanan, Suasana Toko, dan Keputusan Pembelian }, issn = {2746-1297}, pages = {879--889} doi = {10.14710/jiab.2021.29871}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/29871} }
Refworks Citation Data :
Abstract: Modern retail today offers more advantages if is compared to conventional retail outlets. Modern retail strives to meet the demands of diverse markets. Indomaret is one of the modern retailers that provides convenience for the community to meet their daily needs. Since the opening of the outlet, Indomaret Ngesrep has received a positive response, however in 2016 and 2017 the sales of these outlets have shown a decline. Theipurpose ofithis study is to determine the effectiof retail mixion purchasingidecisions from Indomaret Ngesrep. Thisiresearch is aniexplanatory research withia quantitativeiapproach. Theipopulation of this studyiwere consumers of Indomaret Ngesrep with aisample size of 100irespondents. Theisampling technique forithis research isinon-probabilityisampling with aipurposive sampling approach. From the observations, theivalidity, ireliability, correlationicoefficient, simpleilineariregression, determination coefficient, multipleilinear regression, titest and Fitest were carried out using SPSS version 23 software. The resultsiof this studyiindicate that product, price, location, promotion, service, and shop atmosphere partially have a positive and significant effect on purchasing decisions, and the retailingimix simultaneously has aipositive andisignificant effect on purchasing decisions. Researchers provide suggestions to Indomaret Ngesrep to increase promotional activities through print and electronic media, giving discounts, to personal selling efforts. In addition, in determining product prices, Indomaret Ngesrep's strategy must be better so that consumers feel more confident in making purchasing decisions at Indomaret Ngesrep outlets.
Keywords: Retail Mix; Product; Price; Place; Promotion; Service; Store Atmosphere and Purchase Decision
Abstrak: Ritel modern saat ini menawarkan lebih banyak keunggulan jika dibandingkan dengan gerai ritel konvensional. Ritel modern berusaha memenuhi permintaan dari pasar yang beragam. Indomaret merupakan salah satu ritel moden yang hadir memberikan kemudahan masyarakat dalam memenuhi kebutuhan sehari-harinya. Sejak dibukanya gerai, Indomaret Ngesrep mendapatkan respon yang positif, akan tetapi di tahun 2016 dan 2017 angka penjualan gerai ini menunjukkan penurunan. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh bauran ritel terhadap keputusan pembelian dari Indomaret Ngesrep. Penelitian ini bertipe explanatory research dengan pendekatan kantitatif. Populasi dari penelitian ini adalah konsumen Indomaret Ngesrep dengan jumlah sampel yaitui100 responden. Teknikipengambilan sampelipenelitian iniiyaitu non-probability sampling denganipendekatan purposiveisampling. Dari hasil observasi kemudian dilakukan uji validitas, realibilitas, koefisien korelasi, regresi linear sederhana, koefisien determinasi, regresiilinear berganda, iuji tidan ujiiF menggunakan software SPSS versi23. Hasil dari penelitian ini menunjukkan bahwa produk, harga, lokasi, promosi, layanan, dan suasana toko secaraiparsial berpengaruhipositif danisignifikan terhadap keputusanipembelian, danibauran pemasaran secaraisimultan berpengaruh positifidan signifikaniterhadap keputusanipembelian. Peneliti memberikan saran kepada Indomaret Ngesrep untuk meningkatkan kegiatan promosi melalui media cetak maupun elektronik, pemberian potongan harga, hingga upaya personal selling. Selain itu, dalam menentukan harga produk, strategi yang dilakukan Indomaret Ngesrep juga harus lebih baik agar konsumen merasa lebih yakin dalam melakukan keputusan pembelian di gerai Indomaret Ngesrep.
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