Pengaruh Strategi Bauran Pemasaran Ritel terhadap Keputusan Pembelian Konsumen pada MaxiMart Thamrin Plaza Medan

Abstract

This study aimed to determine (1) the influence of product, price, promotion, service and physical facilities effect on purchasing decisions at MaxiMart Thamrin Plaza Medan, (2) the effect of retailing mix simultaneosly on purchasing decision at MaxiMart Thamrin Plaza Medan and (3) which variable have a dominant effect on purchasing decision. This study was included in the quantitative associative research teh number of respondent 100 people. The subjects were consumers of MaxiMart Thamrin Plaza Medan and the object of this research is the retailing mix and purchasing decisions. Data collection method was used a questionnaire. Data were analyzed with mutiple linear regression analysis with SPSS 19.0 for windows that include the T test and F test. Research findings show that the variables of retailing mix which are product, price, promotion, service, physical facilities effect on purchasing decision at 25,4 percent level of significant and while the rest of 74,6% percent is explained by other variables.