PENGARUH RETAILING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Alfamart Matraman Raya 3 Jakarta Timur)

Mauldy, Indria (2020) PENGARUH RETAILING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Alfamart Matraman Raya 3 Jakarta Timur). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh retailing mix terhadap keputusan pembelian di Alfamart Matraman Raya 3 Jakarta Timur. Penelitian ini dilakukan di JL. Matraman Raya No.09, Jakarta Timur. Populasi dalam penelitian ini yaitu seluruh konsumen yang datang ke Alfamart Matraman Raya 3, Jakarta Timur. Sampel penelitian ini sebanyak 100 responden yang dipilih dengan teknik purposive sampling. Metode pengumpulan data berupa kuesioner yang diukur dengan skala Likert. Penelitian ini menggunakan metode analisis koefisien determinasi, serta pengujian hipotesis secara parsial dan simultan. Hasil penelitian ini menunjukan bahwa variabel keragaman produk secara parsial tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian. Kemudian variabel promosi penjualan secara parsial berpengaruh dan signifikan terhadap keputusan pembelian. Selanjutnya variabel kualitas pelayanan secara parsial tidak berpengaruh namun signifikan terhadap keputusan pembelia, dan variabel lokasi secara parsial tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian. Adapun secara simultan keragaman produk, promosi penjualan, kualitas pelayanan, dan lokasi berpengaruh dan signifikan terhadap keputusan pembelian. Kesimpulan dari penelitian ini menerangkan bahwa seacara parsial maupun simultan antara variabel keragaman produk, promosi penjualan, kualitas pelayanan, dan lokasu memilih pengaruh dan signifikan terhadap keputusan pembelian di Alfamart Matraman Raya 3 Jakarta Timur. ABSTRACT The Purpose of this study was to determine the effect retailing mix on prchasing decision the research strategy used is associative strategy using path analysis. The sample size determined by 100 respondents with purposive sampling technique. Data collection method in the form of questionnaire measured by a Likert scale. This research uses partial and multiple correlation coefficient analysis methods, as well as hypothesis testing partially and simultaneously. The results of this study indicate that the product diversity variable partially has no and insignificant effect on purchasing decisions. Then the sales promotion variable partially and significantly influences purchasing decisions. Furthermore, service quality variables partially have no effect however significant on buyer decisions, and location variables partially have no and insignificant effect on purchasing decisions. Simultaneously, product diversity, sales promotion, service quality, and location have a significant and significant effect on purchasing decisions. The conclusion of this study explains that partially or simultaneously between the variables of product diversity, sales promotion, service quality, and location choose and significant influence on purchasing decisions at Alfamart Matraman Raya 3 East Jakarta.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Saefurahman, Asep UNSPECIFIED asaefurahman@gmail.com
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 1171 not found.
Date Deposited:	21 Nov 2020 10:40
Last Modified:	21 Nov 2020 10:40
URI:	http://repository.stei.ac.id/id/eprint/1667

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