| dc.description.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. | en_US |
