GDL

An Analysis of Retail Mix As Factor That Influence Consumer Buying Behaviour in Women's Apparels in Grand X Kepatihan

Tugas Akhir, 022 / 2017 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2018-01-26 15:17:45
Oleh : Risa Andiani - 145231024 (andianirisa@gmail.com)
Dibuat : 2017-11-20, dengan 4 file

Keyword : bauran ritel, woman fashion apparels, perilaku pembelian
Subjek : retail mix, women fashion apparels, buying behaviour

Bauran ritel merupakan strategi yang dirancang oleh perusahan ritel sebagai stimulus untuk mempengaruhi pembelian konsumen. Tujuan dari penelitian ini adalah mengetahui dampak dari bauran ritel terhadap perilaku pembelian konsumen pada produk fesyen wanita di Grand X Kepatihan. Penelitian ini, melibatkan 204 responden yang merupakan konsumen Grand X Kepatihan dengan jarak usia berkisar 18-55 tahun yang ditentukan berdasarkan teknik convenient sampling. Pengujian signifikansi antar variabel dianalisis dengan menggunakan uji ANOVA, uji korelasi bivariat dan uji regresi linear berganda. Variabel yang dianalisis ialah variabel price, merchandise assortment, communication mix, customer service, store design & display dan location sebagai variabel independen dan perilaku pembelian konsumen sebagai varibel dependen. Hasil penelitian mengindikasikan bauran ritel secara simultan mempengaruhi perilaku pembelian pakaian wanita di Grand X Kepatihan. Secara parsial terdapat tiga variabel yang signifikan dominan mempengaruhi perilaku pembelian konsumen diantaranya, variabel merchandise assortment, customer service dan communication mix. Konsumen Grand X Kepatihan didominasi oleh pelajar/mahasiswa. Mayoritas dari konsumen berumur 18 – 23 tahun dengan mayoritas penghasilan < Rp. 1.500.000,-. Kebanyakan konsumen datang dalam sebulan kurang dari dua kali untuk pembelian pakaian kasual. Hasil analisis customer service memiliki tingkat pengaruh kedua terbesar setelah merchandise assortment maka dari itu implikasi praktis dari penelitian ini ialah pembuatan SOP mengenai kebijakan pertukaran barang. Kata kunci: bauran ritel, woman fashion apparels, perilaku pembelian.

Deskripsi Alternatif :

The retail mix is a strategy designed by retail companies as a stimulus to influence consumer purchases. The purpose of this research is to determine the influence of retail mix on consumer buying behaviour on women’s apparels at a fashion store in Bandung. This study involved 204 respondents who visit the store. Their age range between 18 and 55 years old, using convenient sampling technique. The collected data analysed using ANOVA test, bivariate correlation test and multiple linear regression tests. The independent variables are price, merchandise assortment, communication mix, customer service, store design & display and location and the dependent variable is consumer buying behaviour. Before doing survey, pilot test is carried out to limited number of respondents to measure its reliability and validity of the instruments. The findings of this research revealed that all retail mix components as independent variables are correlated positively and significantly with the buying behaviour of the shoppers. On the other hand, based on regression analysis, only three retail mix components are significantly and positively dominant influenced shopper buying behaviour, these are merchandise assortment, customer service and communication mix. The shoppers of Grand X Kepatihan dominantly are come from student in age between 18 – 23 and years old, most of them have income around Rp 1.500.000,-. The shoppers visit mostly less than 2 times in a month and prefer bought women casual apparels. As three elements of retail mix are significantly affecting the buying behaviour of the shoppers so the store manager has to keep its merchandise mix in terms of its width and depth available according to its consumer demand; providing excellence consumer service, and effective communication programmes. Based on mean analysis of each item of these three dimensions the lowest means is unclear return policy. So improvement in that area has to be done by developing standard operating procedure (SOP) as the outcome of this research. Keywords: retail mix, women fashion apparels, buying behaviour.

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