THE INFLUENCE ANALYSIS OF INTERNAL AND CONTROLLABLE VARIABLES TOWARD CUSTOMER PERCEPTION IN RETAIL STORE ( A CASE STUDY OF LOTTE MART BOGOR )

Abstract

This research analyses the influence of marketing, product range, price, promotion and store location toward customer‟s perception: a case study of lotte mart bogor. A survey was conducted on 120 respondents who are the customers of Lotte Mart Bogor. This research is based on the experiences of customers in Lotte Mart itself. Data analysis used is multiple linear regression with least squares equation and test hypothesis using t-statistics for testing the partial level of 5%. It also tested the classical assumptions that included normality test, multicollinearity test and heteroscedascity test. This shows the availability data has been qualified using multiple linear regression equation model. The result indicates that product range and price have no partial significant influence towards customer‟s perception. The variables marketing, promotion and store location have partial significant influence towards customer‟s perception. Predictive ability of five variables to the supplier selection in this study is 83.7% while the remaining 16.3% is affected by other factors which exclude in this research model.