TA DIGITAL
Pengaruh Retail Marketing Mix terhadap Keputusan Pembelian pada Minimarket Tanjung Mas Kopkar Pura Group Kudus
The primary purposes of this final project are to identify the influence of location, merchandise, pricing, promotion and advertisement, store environment and retail service to purchase decision. The methods in collecting data were interview, distributing questionnaires to 100 responden, and literature study.
The result of t test from the analysis indicated t count location = 0,231, pricing= 0,304, store environment = 0,335, retail service = 0,229. Were bigger than t table 1.98 by using two side test of 2.5%. this shows that Ho refused, it means there was an influence of location, pricing, store environment and retail service to purchase decison. The result of t test from the analysis indicate t count merchandise = 0,005 and promotion and advertisement = 0,187 were lower than t table 1.98, this shows that Ho accepted, it means there was an influence of marchendise, and promotion and advertsement but unsignificant to purchase decision. The F test from the analysis indicates that F count = 11,006 was bigger than F table 2,195, this shows that Ho was refused, it means thare was a simultan influence of location, merchandise, pricing, promotion and advertisement, store environment and retail service to purchase decision. Then the result for multiple line arregresion was Y=1,798+0,231X+0,055X2+0,304X3+0,187X4+0,335X5+0,229X6+e.It means that location, merchandise, pricing, promotion and advertisement, store environment and retail service had influence to purchase decision. The determination coefficien analysis indicated Adjusted R square = 0,385, it means that location, merchandise, pricing, promotion and advertisement, store environment and retail service had influence as much as 38,5% on purchase decision.
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