The Analysis of Retail Mix Influence towards Customer Purchasing Decision (A Survey of Super Indo at Antapani Bandung)

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.