Analisis Pengaruh Retailing Mix terhadap Keputusan Pembelian Konsumen pada Gerai Alfamart MU City Medan

Abstract

The development of retail business in Indonesia in recent years is growing. It is characterized by the increasing number of mini market located around residential communities, they even dare to compete with the distance is short. Therefore retailers should have the right competitive strategy to compete with its competitors around. Alfamart MU City Medan is one of the mini market 'strategy competitive advantage by using the marketing mix in order to satisfy consumers while shopping. With the application of appropriate marketing mix strategy is hoped to Alfamart MU City Medan can be achieved and can increase its profit. His study aims to determine the effect of marketing mix consisting of location, product, price, promotion, store atmosphere, and service of partially and simultaneously influence consumer purchase decisions at Alfamart MU City Medan and also to determine the variables that most influence on consumer purchasing decisions at Alfamart MU City Medan. This research is a quantitative approach in the form assosiative Causal relationships (causal), the research aims to determine the effect of one variable to another variable, that is how the marketing mix influence on consumer purchasing decisions on Alfamart MU City Medan. Data collection techniques are by questionnaire and documentation. For data analysis techniques used in this study using Test Validity, reliability test, Normality Test, Test multicoloniarity, and Test heterocedastity. As for the method of data analysis using Multiple Linear Regression Analysis, Partial Test (Test T), Simultaneous Test (Test F), and Test The coefficient of determination (R²). The results of Test F in this study indicate that the independent variables consisting of the location (X₁), product (X₂), price (X₃), promotion (X₄), the atmosphere of the store (X₅) and services (X₆) simultaneously has the effect on the variable namely the purchase decision dependent (Y) on Alfamart MU City Medan. And the results of T test showed that the variables of location (X₁), product (X₂), promotion (X₄), the atmosphere of the store (X₅), and service (X₆) partially has an influence on purchasing decisions (Y), while variable rates ( X₃) partially no influence on purchase decisions (Y). As well as the most dominant variable in this study is a service variable (X₆).