Prininta, Nisya Nabila (2012) Analisis Retail Marketing Mix sebagai Pendorong Loyalitas Pelanggan Hypermarket (Suatu Telaah pada Hypermarket Carrefour dan Giant). S1 thesis, STIE Indonesia Banking School.
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Abstract
This research studies about the effects of retail marketing mix to loyalty behavioral that measure by visitor frequency in Carreefour and Giant Hypermarket. Six dimensions of retail marketing mix are place, atmosphere, merchandise, promotion, price, and service. This study used multiple regression analysis to indicated that there are positive and significant influence and dominance between factor retail marketing mix to visitor frequency, independent sample t-test to indicate that there are difference performance worker between Hypermarket Carrefour dan Giant, and one sample t-test to indicate that costumers perception with Hypermarkets’ performance. Data were obtained by distributing questionnaires to 137 respondents of Carrefour and Giant visitors. The results of this study show that there are positive and significant influence between two factor retail marketing mix to visitor frequency and the factor dominance is atmosphere, there are difference performance between Carrefour and Giant where Carrefour performance is better than Giant, but Carrefour dan Giant have a good performance in consumer perception. Keyword : Retail, Hypermarket Carrefour, Hypermarket Giant, Retail Marketing Mix
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 02 Nov 2020 08:57 |
| Last Modified: | 02 Nov 2020 08:57 |
| URI: | http://repository.ibs.ac.id/id/eprint/1366 |
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