WIYONO, PETRUS (2008) STUDI PERSEPSI KONSUMEN PADA BAURAN PEMASARAN RITEL TERHADAP KEPUTUSAN BELANJA DI GIANT MARGO CITY DEPOK. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
PETRUS WIYONO, Study Of Costumer Perception On Retail Marketing Mix in relation to the decision to purchase at Giant Margo City Depok. (Guided by DR. Ir. Mustika S. Purwanegara, MSc). In the last decade, retail business has significantly developed, evidently visible from the increasing number of Hypermarkets, Supermarkets, Pasar Swalayan in trading centers, and malls that were not commonly seen ten years ago. There are also increasing number of investments by multinational companies in this retail business. Maximizing profit is the main purpose of this business, and it is achieved by several approaches done as an integrated effort: The availability of products, low prices, attractive interior design, strategic store location and good customer service. Based on these facts, the purpose of this case study in Giant Margo City Depok is to gain knowledge on: 1) The influence of costumer perception on market retail mix towards purchasing decision; 2) The dominant marketing element that influences costumer purchasing decision in Giant Margo City Depok. The analysis method used is twin linear regression using SPSS. The result of the research proves that: 1) Retail marketing mix (product, price, location, promotion, personal and store layout) significantly influences costumer purchasing decision at Giant Margo City Depok. This is proven by the calculation results of F test > F table (17,869 > 2,20) with standard error estimate less than 5%; 2) Price is the dominant retail marketing mix variable that influences consumer decision to purchase at Giant Margo City Depok. This is shown by the calculation result t-test > t-table (6,791 > 1,972), where the price variable influence is 39%. PETRUS WIYONO, Studi Persepsi Konsumen Pada Bauran Pemasaran Ritel Terhadap Keputusan Belanja di Giant Margo City Depok. (Dibimbing oleh DR. Ir. Mustika S. Purwanegara, MSc). Pada dasa warsa terakhir, perkembangan bisnis ritel mengalami peningkatan yang sangat mengesankan. Hal ini nampak dengan berkembangnya jumlah Hypermart, Supermarket, Pasar Swalayan, juga banyaknya perusahaan multinasional yang berinvestasi di bisnis ritel ini. Peningkatan keuntungan melalui penjualan yang menjadi tujuan utama para pebisnis ini dilakukan secara terpadu melalui beberapa cara yaitu produk yang lengkap, harga yang murah, tampilan interior yang indah, letak toko yang strategis juga pelayanan yang paripurna. Atas dasar itulah penelitian studi kasus di Giant Margo City Depok ini tujuannya untuk mengetahui : 1) Pengaruh Persepsi Konsumen Pada Bauran Pemasaran Ritel Terhadap Keputusan Belanja; 2) Bauran Pemasaran Ritel yang dominan mempengaruhi Keputusan Konsumen Belanja di Giant Margo City Depok. Metoda analisa yang digunakan adalah regresi linier berganda dengan menggunakan SPSS versi 15. Hasil penelitian ini membuktikan bahwa : 1) Bauran Promosi Ritel berupa produk, harga, lokasi, promosi, personal dan tampilan toko berpengaruh secara signifikan baik secara parsial maupun secara simultan terhadap keputusan konsumen belanja di Giant Margo City Depok. Hal ini ditunjukkan dengan hasil uji F hitung > F tabel (17,869 > 2,20) dengan tingkat kesalahan kurang dari 5%; 2) Variabel Bauran Pemasaran Ritel yang berpengaruh dominan terhadap keputusan konsumen belanja di Giant Margo City Depok adalah harga. Hal ini ditunjukkan dengan hasil uji t hitung > t tabel (6,791 > 1,972) dimana pengaruh variabel harga sebesar 39%.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-08-038 |
| NIM/NIDN Creators: | 55105110101 |
| Uncontrolled Keywords: | MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 24 May 2022 03:27 |
| Last Modified: | 15 Jul 2022 04:49 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61651 |
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