CD Skripsi

Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Pada 999 Mini Swalayan Pekanbaru

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This research is intended to know the Effect of Retail Marketing Mix on Purchase Decision and Consumer Satisfaction At 999 Mini Supermarkets Pekanbaru. In this research there are 8 variables, namely Retail Marketing Mix consisting of : Product (X1, Price (X2), Location (X3), Promotion (X4), Store Atmosphere (X5), Service (X6), Purchase Decision (Y1), and Consumer Satisfaction (Y2). Population on this research is all customer 999 Mini Supermarkets Pekanbaru with sample as many as 120 respondents selected by using purposive sampling method with criterion that is customer have made purchasing minimum 2 times. Data collection in this research by giving questionnaire to respondent. The analytical method used in this research is path analysis using SPSS (Statistical Package for Social Science) version 21.
The results of this study indicate that the Retail Marketing Mix consisting of: Product, Price, Location, Promotion, Store Atmosphere, Service partially and simultaneously have a positive and significant effect on Purchase Decision. Purchase Decision have a positive and significant effect on Consumer Satisfaction. Keywords : Retail Marketing Mix, Purchase Decision, Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 118 (0024)

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2018

Deskripsi Fisik

xii, 87 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 118 (0024)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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