Open AccessPengaruh Bauran Ritel terhadap Keputusan Pembelian Konsumen pada Departemen Store X di DKI Jakarta
Author(s) -
Freddy Pandapotan Simbolon
Publication year - 2011
Publication title -
binus business review
Language(s) - English
Resource type - Journals
eISSN - 2476-9053
pISSN - 2087-1228
DOI - 10.21512/bbr.v2i1.1113
Subject(s) - purchasing , product mix , business , sales promotion , product (mathematics) , promotion (chess) , purchasing decision , advertising , marketing , service (business) , marketing mix , measure (data warehouse) , business administration , mathematics , computer science , sales management , engineering , database , industrial engineering , geometry , politics , political science , law
This study aims to measure how much influence the retail mix to the purchasing decision. To measure, the study used 100 respondents to the Department Store buyer X. The analytical method used is multiple regression method. Based on the analysis results obtained under the seven aspects of the retail mix of Merchandising, Price, Location, Promotion, Store Design & Visual Product, Service, and Personnel, only two qualities that give them significant influence on consumer purchasing decisions of Price and Personnel. However, based on ANOVA, the overall of the seven aspects significantly influence consumer purchase decisions.