Analisis Persepsi Pergeseran Konsumen dari Retail Tradisional ke Retail Modern di Kecamatan Medan Meralan Kota Medan

Abstract

The purpose of this study was to study the influence of the perception of consumer shift from traditional retail to modern retail in Medan Marelan Subdistrict, the City of Medan using the approach of multiple regression analysis model consisting of Classic Assumption Test, Logistic Regression Test, and Mann White U Test. The data obtained were procesed through Ordinary Least Square using SPSS 19 program. The data used for this study conducted in Medan Marelan Subdistrict were the primary data obtained from 100 consumers shopping in both traditional and modern retails consisting of 50 respondents belonged to traditional retails and 50 respondents belonged to modern retails. This Causal-Effect study was carried out to empirically prove the influence of perception on behavior, to look at the income level of the community shifting from traditional to modern retails, to find out the difference between the consumers’ purchase in traditional and modern retails. The result of this study showed that the level of consumers’ income in Medan Marelan Subdistrict, the City of Medan, increased that they shift to shop from traditional retail to modern retail with the value of Rp. 11.230. There was a significant difference in the perception of consumers shfting from traditional retail to modern retail in Medan Marelan Subdistrict, the City of Medan with the value of z -6.268 and sig2 tailed 0.00. There was a positive perception of consumers on shopping behavior in traditional retail with the value of price (-0.088), completeness (-0.285), layout (0.527), atmosphere (0.014), location (0.336), promotion (0.378), trend (0.063), prestige (0.069), and income (-0.073). There was a positive and significant perception of consumers on shopping behavior in modern retail with the value of price (0.011), completeness (0.086), layout (0.410), atmosphere (0.034), location (0.183), promotion (0.077), trend (0.045), prestige (-0.043), and income (0.161).

Tesis ini mengkaji mengenai Pengaruh Persepsi Pergeseran Konsumen Dari Retail Tradisional Ke Retail Modern Di Kecamatan Medan Marelan Kota Medan dengan menggunakan pendekatan Model Analisis regresi berganda yang terdiri dari Uji Asumsi Klasik, Uji Regresion logistic dan uji mann white u test. Pengolahan data variabel menggunakan Program SPSS 19 yang merupakan analisis Ordinary Least Square. Data yang digunakan adalah data Primer dengan jumlah sampel sebanyak 100 sampel dibagi menjadi 2 bagian yaitu 50 responden yang berada di retail tradisional dan 50 responde retail modern dengan Lokasi penelitian di lakukan di kecamatan Medan Marelan. Objek penelitian ini adalah responden yang berbelanja di retail tradisional dan retail modern. Penelitian ini merupakan hubungan kausal (Causal Effect), dimana penelitian yang dilakukan terhadap fakta-fakta untuk membuktikan secara empiris pengaruh Persepsi terhadap perilkau,melihat tingkat pendapatan masyarakat yang berpinda dari retail tradisional ke retail modern, perbedaan belanja konsumen antara retil tradisional dengan retail modern. Hasil Penelitian menunjukan bahwa Ada peningkatan Pendapatan sehingga terjadi pergeseran belanja konsumen dari retail tradisional ke retail modern, di Kecamatan Medan Marelan, Kota Medan dengan nilai 11,230 rupiah. Ada perbedaan signifikan persepsi pergeseran konsumen dari retail tradisional ke retail modern, di Kecamatan Medan Marelan, Kota Medan.dengan nilai z -6.268 dan sig2 tailed 0.00. Ada pengaruh Positif Persepsi konsumen terhadap perilaku berbelanja di retail tradisional dengan nilai harga ( -0.088), kelengkapan ( -0.285) layout ( 0.527), suasana ( 0.014), lokasi ( 0.336), promosi (0.378), trend( 0.063), prestige( 0.069), dan pendapatan ( -0.073) Ada pengaruh Positif signifikan Persepsi konsumen terhadap perilaku berbelanja di pasar modern dengan nilai harga (0.011), kelengkapan ( 0.086) layout ( 0.410), suasana ( 0.034), lokasi ( 0.183), promosi ( 0.077), trend( 0.045), prestige( -0.043), dan pendapatan ( 0.161).