Abstract:
Increasing number of GDP per capita (Gross Domestic Product) or income per capita
in every year is good news for retail business. Increasing of income, encourage people move
into modern lifestyle. Customer buying patterns have changed: customers prefer to shop at
modern retail market than in traditional markets. Modern retail business in Indonesia is
growing very rapidly in every year, makes a tough competition between one modern retail
stores with other modern retail stores. To winning the competition a modern retail or a
company should know what customer need, wants, and factors that makes customer buy
products in a store. There are six factors of retail mix that make customer choose a store for
shopping. (Lamb, et al, 2001) retail mix consists of place, product, layout inside store, price,
people, and promotion. Retailing mix is a combination of factors that are used to satisfy the
needs of retail customers and influencing purchasing decisions (Levy and Weitz, 2001).
Understanding what customer need and want is one of the key successes for running
business. This research wants to find the effect of the factors of retail mix (Place, Product,
Layout, Value or Price, People, and Promotion) in customer purchasing decision. In this
research, researcher used quantitative analysis. For population there are come from customers
who living in Kecamatan Antapani and Arcamanik Bandung. In this research there are 249
respondents. And collected data using questionnaire, that are divide into 2 parts (personal
data of respondent and factors of retail mix influence towards customer purchasing decision
in Super Indo Antapani Bandung). The data from respondents are passed several test (factor
analysis and reliability test, hypoSkripsi testing, and classical assumptions) using SPSS.
From this research, researcher expected to bring a positive contribution to the development of
knowledge, especially in the field of Retail Business. And for companies, this research can
provide objective feedback about the retail mix that influence purchasing decisions.
