TA DIGITAL
Pengaruh bauran pemasaran retail terhadap keputusan pembelian konsumen pada carrefour Semarang Srondol
The primary purposes of this final project are to identify the influence of location, merchandise, pricing, promotion and advertising, shop atmosphere, and retail service to purchasing decision. The methods in collecting data were interview, distributing questionnaires to 100 consumer, and literature study.
The result of t test from the analysis indicated that t count location=7.170, merchandise=2.110, pricing=2.075, promotion and advertising=0.263, shop atmosphere=2.283, and retail service=2.007 were bigger than t table 1.66 by using two side test of 5%. This shows that Ho was refused, it means that there was an influence of location, merchandise, pricing, shop atmosphere, and retail service to consumer purchasing decision, but for promotion and advertising have no influence. The F test from the analysis indicated that f count=77.519 was bigger f table=2.195. It means there was a simultan influence of location, merchandise, pricing, promotion and advertising, shop atmosphere, and retail service to consumer purchasing decision. Then the result of multiple linier regression was Y=0.442X1+0.128X2+0.173X3+0.020X4+0.171X5+0.147X6+e. It means that location, merchandise, pricing, promotion and advertising, shop atmosphere, and retail service have influence to consumer purchasing decision. The determination coefficients analysis indicated Adjusted R square=0.823, it means that location, merchandise, pricing, promotion and advertising, shop atmosphere, and retail service had influence as much as 82.3% on consumer purchasing decision.
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