THE INFLUENCE OF RETAILING MIX TO CONSUMER ATTITUDE
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Date
2011-01-23
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2011 International (Spring) Conference on Asia Pacific Business Innovation & Technology Management,Universitas Pelita Harapan, Surabaya and Ta Hwa Institute of Technology, Taiwan
Abstract
In Indonesia retail sales has envolved with new shapes and formations. The intense competition, the company should always pay attention to the strategy in setting the retailing mix because it shows a positive response to consumers attitude.
There are some programs were conducted by Minimarket Alfamart Cibaduyut Bandung Indonesia connected with retailing mix that are availability of diverse products, services, pricing and promotion.
Research method used was survey research, retailing mix as independent variable and consumer attitude as dependent variable. Primary collecting data conducted through questioner to consumers of Minimarket Alfamart Cibaduyut Bandung, with random technique sampling to 80 respondents.
Retailing mix and consumer attitude has positive correlation with coefficient correlation 0,623, its influence retailing mix to indicated consumer attitude was determination coefficient 38,9%.
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Keywords
retailing mix, consumer attitude