Nasrulloh, Fatkhan (2014) Pengaruh bauran ritel terhadap keputusan pembelian di Swalayan Raja Wali Pare Kediri. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
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Text (Introduction)
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Text (Abstract: Indonesia)
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Text (Abstract: English)
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Text (Abstract: Arabic)
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Text (Chapter 1)
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Text (References)
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Text (Appendices)
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Abstract
INDONESIA:
Bauran ritel merupakan sebuah langkah pemasaran bagi keberhasilan perusahaan, baik yang bergerak dalam bidang produksi barang maupun jasa. Swalayan Rajawali Pare Kediri merupakan salah satu swalayan eceran yang bergerak dalam jual beli barang yang perlu memperhatikan perilaku konsumen untuk mengambil kebijakan. Oleh karena itu penelitian ini bertujuan untuk mengetahui bagaimana pengaruh bauran ritel yang terdiri dari produk, presentasi / atmosfer toko, harga, promosi, lokasi, dan layanan terhadap keputusan pembelian di swalayan Rajawali Pare Kediri.
Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survei yang berusaha untuk mengetahui bagaimana pengaruh bauran ritel terhadap keputusan pembelian di swalayan Rajawali Pare Kediri. Teknik pengumpulan data yaitu dengan metode kuesioner dan wawancara. Untuk pengujian instrumen menggunakan uji Validitas, Reliabilitas, dan uji Asumsi Klasik. Sedangkan untuk teknik analisis data menggunakan metode regresi linier berganda karena variabel yang digunakan lebih dari dua variabel, dengan uji F dan uji t.
Hasil penelitian menunjukkan bahwa variabel produk (X1), presentasi / atmosfer toko (X2), harga (X3), promosi (X4), lokasi (X5), dan layanan (X6) secara simultan berpengaruh secara signifikan terhadap keputusan pembelian di swalayan Rajawalai Pare Kediri (Y). Dari perhitungan uji F diperoleh Fhitung 9,773 > Ftabel 2,30 dengan nilai p = 0,000 ≤ 0,05. Selain itu nilai Adjusted R Square yang sebesar 0,324 yang berarti besarnya pengaruh variabel bebas terhadap variabel terikat adalah 32,4%. Dan uji t diketahui bahwa secara parsial produk, promosi, lokasi dan layanan berpengaruh secara parsial. Sedangkan bauran ritel yang meliputi presentasi (atmosfer toko) dan harga tidak berpengaruh secara signifikan dengan perhitungan thitung variabel produk (X1) sebesar 2,529 ≥ ttabel 1,984, presentasi / atmosfer toko (X2) memiliki thitung -0,304 ≤ ttabel 1,984, harga (X3) memiliki thitung 1,794 ≤ 1,984, promosi (X4) memiliki thitung 2,865 ≥ 1,984, lokasi (X5) memiliki thitung 2,316 ≥ 1,984, dan layanan (X6) memiliki thitung 1,651 ≤ 1,984. Variabel yang paling dominan pengaruhnya adalah promosi (X4) yang memiliki kontribusi sebesar 20,79%, kemudian variabel produk (X1) sebesar 17,81%, kemudian variabel presentasi / atmosfer toko (X2) sebesar 12,96%, kemudian variabel harga (X3) sebesar 9%, kemudian lokasi (X5) sebesar 8,82%, kemudian variabel layanan (X6) sebesar 8,47%.
ENGLISH:
Retail mix is a marketing step for the success of the company, both are engaged in the production of goods and services. Supermarket Rajawali Pare is one of the retail supermarket engaged in the buying and selling of goods that need to pay attention to consumer behavior to take the policy. Therefore, this study aims to determine how the effect of the retail mix consisting of product, presentation/store atmosphere, price, promotion, location, and services to the purchasing decision at the supermarket Eagles Pare .
This research is a quantitative survey approach that seeks to find out how the retailing mix influence on purchase decisions in Supermarket Rajawali Pare. Data collection techniques are the methods of questionnaires and interviews. To test the validity of the test instrument use, reliability, and test assumptions Classic. As for the technique of data analysis using multiple linear regression method is used because the variables more than two variables, the F test and t test.
The results showed that the product variable (X1), presentation/atmosphere store (X2), price (X3), promotion (X4), location (X5), and services (X6) simultaneously significantly influence purchasing decisions at the Supermarket Rajawali Pare Kediri (Y). Obtained from the calculation of the F test 9.773 F count > F table 2.30 with p = 0.000 ≤ 0.05. Additionally Adjusted R Square value of 0.324, which means that the influence of independent variables on the dependent variable was 32.4 %. So t test is known that partial product, promotion, location and service partial effect. While the retail mix that includes presentation (atmospheric shop) and the price is not affected significantly by the calculation of the variable product of t (X1) of 2.529 ≥ 1.984 t table, presentation/atmosphere store (X2) has t ≤ -0.304 1.984 t table, the price (X3) have t 1.794 ≤ 1.984, promotion (X4) had ≥ 2.865 t 1.984, location ( X5 ) t had 2.316 ≥ 1.984, and services (X6) has a 1,651 t ≤ 1.984 . The variables are the most dominant promotion (X4) which have contributed 20.79%, then the variable product (X1) of 17.81 %, then the variable presentation/atmosphere store (X2) of 12.96 %, then the price variable (X3) by 9 %, then the location (X5) of 8.82 %, then the service variable (X6) of 8.47 % .
Item Type: | Thesis (Undergraduate) |
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Keywords: | Bauran Ritel dan Keputusan Pembelian; Retail Mix and Purchase Decision |
Subjects: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) |
Departement: | Fakultas Ekonomi > Jurusan Manajemen |
Depositing User: | Indar Erdiana |
Date Deposited: | 29 Jul 2015 18:12 |
Last Modified: | 29 Jul 2015 18:12 |
URI: | http://etheses.uin-malang.ac.id/id/eprint/662 |
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