Pengaruh Retail Mix dan Lifestyle Terhadap Minat Beli Konsumen Pada Luwes Swalayan Pati

Abstract

Pada penelitian ini peneliti meneliti Pengaruh Retail Mix (Produk, Harga, Promosi, dan Suasana Toko) serta Gaya Hidup. Peneliti memilih objek Luwes Swalayan Pati karena menurut penulis Luwes Swalayan Pati merupakan salah satu Swalayan besar yang ada di Pati Jawa Tengah. Peneliti menggunakan teknik analisis pengambilan sampel Accidental sample, dimana peneliti langsung membagikan kuisioner tersebut kepada para konsumen Luwes Swalayan Pati dengan jumlah responden 100 orang. Hasil Penelitian ini menunjukkan bahwa secara simultan semua variabel berpengaruh sedangkan secara parsial variabel harga dan promosi tidak berpengaruh terhadap minat beli.

In this study researchers examined the Influence of Retail Mix (Product, Price, Promotion, and Store Atmosphere) and Lifestyle. Researchers chose the object of Patient Self-Serve Pati because according to the writer Luwes Swalayan Pati is one of the big Supermarkets in Pati Central Java. The researcher used samples analysis technique of Accidental sample, where the researcher directly distributed the questionnaire to the consumers of Luwes Pati Supermarket with the number of respondents 100 people. The results of this study indicate that simultaneously all variables influence while partially price and promotion variables have no effect on buying interest.