Pengaruh Retailing Mix Terhadap Keputusan PembelianKonsumen Gerai Alfamidi Jalan Setia Budi 1 Medan

Abstract

Retailing Mix is one step of marketing for a succesful company, both in the field production of good or service. Alfamidi at Jalan Setia Budi 1 Medan is one of modern retail which required to pay attention many variables of retailing mix in taking decision. A modern retail has progress and developed certainly by many consumers that come and many products were sold out. With the great strategic of retailing mix, it is to be hoped the aim of this organization can be reached and can get more advantage. The aim of this research is to determine the influences of location, product, price, promotion, atmosphere store, and service partially on purchasing decision on Alfamidi at Jalan Setia Budi 1 Medan and also to analyze the dominant factors that effects purchasing decision on Alfamidi at Jalan Setia Budi 1 Medan. This research is quantitative with survey approach which tried to know how the influences of retailing mix to consumer’s decision on Alfamidi at Jalan Setia Budi 1 Medan. The technique of gathered data there are questionnaire and documentation. To test instrument used validities test, reliabilities test, and classical assumtion test. While the technique of data analysis used double linier regency and t test because variable which is used is more than two variables. The result of t test is known that partially location (X1), price (X3), and store atmophere (X5) have effect to bound variable. While product (X2), promotion (X3), and service (X6) do not influence significantly. The most dominant variable which has influence is store atmosphere variable (X5), is 45,56%, then the location variable (X1) is 29,92%, price variable (X3) is 29,70%, promotion variable (X4) is 21,43%, product variable (X2) is 14,13% and service variable (X6) is 11,28%. Adjusted R Square value is 0,610, it means significant level of free variable to bound variable is 61% and while the rest 39% was explained by other variables outside of the six variables used in this research.