TA DIGITAL
Pengaruh retail marketing Mix terhadap keputusan pembelian konsumen pada KFC Cabang Banyumanik Semarang
The primary purposes of this final project are to identify the influence of retail marketing mix toward consumers’ purchasing decision at kfc banyumanik semarang, to find out the most dominan influence on purchasing decision at kfc banyumanik semarang.
The sampling technique used in this research was purposive sampling. The methods in collecting data were interview, questionnaire, and literature studies. The analysis method was multiple linier regression. From the calculation by multiple linier regression, it could be said that all variable had a positive influence on purchasing decision with the regression formula: Y= 0,173X1+0,280X2+0,164X3+ 0,223X4+0,198X5+0,171X6+e. According to t test, t
count value we found that variable place was 2,530, while the merchandise was 3,790, and the price was 1,994, and the advertaising and promotions was 2,795, and store atmosphere was 2,567 and service was 2,204. While f test obtained f count value was 21,731. Coefficient determination was 0,557, it meant that 55,7% of purchasing decision could be explained by place, merhandise, price, advertaising and promotion, store atmosphere and retail service. Meanwhile, other part of 44,3% of purchasing decision was influenced by other variables, which were not included in this research.
No other version available
Computer Science, Information & General Works 
Philosophy & Psychology 
Religion 
Social Sciences 
Language 
Pure Science 
Applied Sciences 
Art & Recreation 
Literature 
History & Geography