THE INFLUENCE OF RETAIL MARKETING MIX TOWARDS CONSUMER BUYING DECISION (A CASE OF U.D SUMBER LANCAR STORE IN MALANG)

Abstract

The role of traditional market is very central in Indonesia, since consumer can find almost all of their needs with reasonable price available in there. But the emergence of modern market slowly shift the consumer preferences from shopping in traditional market to modern market and later on it will affect the consumer buying decision towards it. This research objective is to analyze the influence of retail marketing mix (except Promotional since it is not being used in U.D Sumber Lancar Store Malang) towards consumer buying decision. Quantitative research was applied using Purposive sampling technique with all consumers of U.D Sumber Lancar Store Malang as the population. There were 301 respondents for quantitative research and the data was processed using validity with the range of 0.564 until 0.945, while the reliability with the range of 0.645 until 0.841, and multiple regression method to analyze each variable’s relationship. The criteria set by the researcher were consumer with the age of 21- 60 years old who shop in U.D Sumber Lancar Store Malang during the period of April until June 2016, and the range of income starts from the UMR (Upah Minimum Regional) of Malang City which is IDR. 2,000,000. It can be concluded that from 6 variables of Retail Marketing Mix that is used in the research, 2 of them (product and physical evidence) were not significantly influence towards consumer buying decision, while the rest 4 of them (price, place, process, and personnel) are accepted and significantly influence towards consumer buying decision.