PENGARUH KINERJA BAURAN PENJUALAN ECERAN (RETAILING MIX) TERHADAP KEPUASAN KONSUMEN PADA ALFAMART SOREANG CABANG BANDUNG

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PENGARUH KINERJA BAURAN PENJUALAN ECERAN (RETAILING MIX) TERHADAP KEPUASAN KONSUMEN PADA ALFAMART SOREANG CABANG BANDUNG

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Title: PENGARUH KINERJA BAURAN PENJUALAN ECERAN (RETAILING MIX) TERHADAP KEPUASAN KONSUMEN PADA ALFAMART SOREANG CABANG BANDUNG
Author: Raharjo, Dwi Putro Selamat
Abstract: Minimarket is one type of modern retail operations are relatively small-scale, low-cost, low-margin, as well as relatively high sales volume. Minimarket retailer should be able to define and implement the right mix of retailing strategy that can build customer confidence and to achieve its goals in general. Retailing mix is a combination of marketing variables that can be controlled and used by the retailer to be able to achieve the desired level of sales in the target market. By implementing the right mix of retailing strategy, retailers can give a good impression in the minds of consumers, both regarding the products offered as well as retail image itself. Performance, facilities, personnel and retail locations that can either cause consumer confidence to form a positive attitude towards what is offered by the retailer. Thus the value received by consumers about products and services offered by retailers can be in excess of what consumers expect the same value received or expected by the consumer. If the value received by the consumer under expectations, consumers tend not satisfied with the provision of services, products, and others. Therefore modern retail should have the advantage in competing, so as to increase market share and increase customer satisfaction. Objects in this research is PT. Alfaria source Trijaya, Tbk Branch Soreang Bandung regency. Implementation of ongoing research in the area of Bandung regency Soreang. This study was conducted to analyze whether there is influence between the implementation of the Retailing Mix on consumer satisfaction Alfamart. The method used in this research is descriptive method. In determining the sample, the authors use a sampling technique that is non propability sampling with accidental sampling technique, the sample size of respondents is unlimited, in determining the sample, the authors use a sampling technique that is non propability sampling with sampling techniques accidental, accidental sampling technique is based on accidental sampling technique in which researcher directly collects data sample unit encountered., for descriptive research method by correlation to the amount of sample 40 respondents represent the population. Hypothesis testing is done using strong correlation technique to determine the presence and direction of the relationship between the dependent variable (X) is Retailing Mix with the relationship between the independent variable (Y), namely Consumer Satisfaction Alfamart hypothesis testing by the use of statistical tests Kefisien Spearman Rank, hypothesis testing is done to determine acceptance or rejection of the hypothesis, therefore, used the model test (t) to test the significance between the variables X (Retailing Mix) with variable Y (Consumer Satisfaction Alfamart). To determine whether the hypothesis is accepted or rejected, then one party t test (one-tailed). As for the results of his research: Retailing Mix Execution performance carried out by the Branch Alfamart Soreang Bandung regency as a whole is good, because it has an average value of 3:47 which is located at 3:40 to 4:19 interval. Consumer responses regarding the level of satisfaction with the implementation of the Retailing Mix by Alfamart Branch Soreang Bandung Regency overall is good (consumer satisfaction), because it has an average value of 3.65 which lies in the interval 3:40 to 4:19. The above calculation results show table = 1,667, so the results do show t> t table (4,194> 1,667) means that H0 is rejected and Ha accepted. This means the retailing mix significantly (positive direction, meaning that if the variable x increases the y variable goes up) have an influence on satisfaction konsumen.Saran, the above calculation results show table = 1,667, so the results do show t> t table (4,194> 1,667) means H0 is rejected and Ha accepted. This means the retailing mix significantly (positive direction, meaning that if the variable x increases the y variable goes up) have an influence on satisfaction konsumen.Saran for this ad interesting research, Sales Promotion with bonuses and discaunt, Alfamart should have a web site.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2702
Date: 2013


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Abstrak.pdf 41.59Kb PDF View/Open
Bab 1.pdf 212.6Kb PDF View/Open
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Bab 5.pdf 41.39Kb PDF View/Open
Daftar Pustaka.pdf 172.3Kb PDF View/Open

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