ANALISIS PENGARUH RETAIL MIX TERHADAP PURCHASE DECISION DAN TINGKAT KUNJUNGAN CUSTOMER PADA PT XYZ
Kata Kunci:
Retail mix, purchase decision, tingkat kunjungan, SEM-PLS, level of visitationAbstrak
The development of retail in Indonesia indicates an increase in competition between companies. Companies need to implement the right strategy in order to have an advantage in competition, one of which is by using a retail mix strategy. Retail mix has 6 variables, namely location, product (merchandise assortment), price (pricing), customer service (service quality), presentation (store display) and promotion (communication mix). The use of a retail mix strategy aims to analyze variables that will affect purchasing decisions and analyze the effect of purchase decisions on customer visit rates. The research was conducted at PT. Get along Pratama with student respondents or students who have shopped at Griya Supermarket in Bandung City. The data was processed using SEM-PLS and the results showed that for students or college students. Variables of location, price, store design and service quality affect purchase decisions and purchase decisions affect visitation rates.
Abstrak
Berkembangnya ritel di Indonesia, menandakan terjadinya peningkataan persaingan antar perusahaan. Perusahaan perlu menerapkan strategi yang tepat agar dapat memiliki keunggulan dalam persaingan salah satunya dengan menggunakan strategi retail mix. Retail mix memiliki 6 variabel yaitu lokasi (location), produk (merchandise assortment), harga (pricing), pelayanan pelanggan (service quality), presentasi (store display) serta promosi (communication mix). Penggunaan strategi retail mix bertujuan untuk menganalisa variabel yang akan mempengaruhi keputusan pembelian (purchase decision) serta menganalisa pengaruh purchase decision terhadap tingkat kunjungan customer. Penelitian dilakukan di PT. XYZ dengan responden pelajar atau mahasiswa yang pernah berbelanja di Supermarket Griya yang berada di Kota Bandung. Data diolah menggunakan SEM-PLS dan hasilnya menunjukkan bahwa untuk pelajar atau mahasiswa. Variabel lokasi, harga, store design dan service quality mempengaruhi purchase decision dan purchase decision mempengaruhi tingkat kunjungan.
