Pengaruh Retail Mix Terhadap Keputusan Pembelian Pada Bali Cenik Kids Apparel di Denpasar

Debbie Tri Anggraeni; I Ketut Nurcahya

Debbie Tri Anggraeni ABSTRACT The purpose of this study was to determine the factors that consumers consider the product purchase decisions endek in Denpasar and to determine which variables representing each factor that consumers consider the product purchase decisions endek in Denpasar. This study of 100 respondents using purposive sampling technique. Based on the research results can be that the promotion factors, product factors, collection factors, and friends factors into consideration in purchasing decisions of consumers endek products in Denpasar and variables representing each factor that consumers consider the product purchase decisions endek in Denpasar is the promotion variable, products variable, a collection of variables, and friends variable. Key words : factors, consumer behavior, decision purchase
I Ketut Nurcahya Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia

Abstract

The existence of modern retail now increasingly entered in the daily activities of the community. This is due to a change in shopping patterns in society. Such changes affect the taste of consumers in making purchasing decisions. Purchasing decisions in a store can occur as a result of variable mix consisting of retail pricing, merchandising, promotion, service, location and atmosphere store outlets. The results based on multiple linear regression analysis showed that the retail mix simultaneously and partially positive and significant impact on purchasing decisions.

Keywords: retail, retail mix, and purchasing decisions

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