ANALISIS PENGARUH BAURAN PEMASARAN ECERAN TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Distro Resist Wear Turen Malang)

Abstract

ABSTRACT
The purpose of research are to determine whether there is a
simultaneous influence between the retail marketing mix consisting of, product,
price, place, promotion, in-store atmosphere and service to purchase decision at
Resist Wear Turen Malang Distribution and to find out whether there is partial
influence between the mix marketing consisting of, product, price, place,
promotion, in-store atmosphere and service to purchasing decision at Resist Wear
Turen Malang Distribution. By using analysis tool that is doubled linear
regression.
Based on research and discussion in this research that can be drawn the
conclusion that the retail marketing mix consisting of, product, price, place,
promotion, store atmosphere and service to purchase decision at Resist Wear
Turen Malang Distribution, can influence simultaneously to decision purchase of
Resist Wear Turen Malang Distribution. Mix of retail marketing consisting of,
product, price, place, promotion, atmosphere in store and service to purchasing
decision at Resist Wear Turen Malang Distribution that can influence partially
that is only place and atmosphere in store.
Keywords: Retail Marketing Mix and Purchase Decision.