Pengaruh Bauran Pemasaran Ritel Terhadap Keputusan Pembelian Dan Hubungannya Dengan Loyalitas Pelanggan Pada Supermarket Xx
DOI:
https://doi.org/10.30737/risk.v2i1.1752Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh parsial dan simultan dari variabel bauran pemasaran retail meliputi lokasi, prosedur operasi, produk yang ditawarkan, harga, suasana toko, pelayanan konsumen dan media promosi serta hubungan dengan loyalitas pelanggan terhadap keputusan pembelian di Supermarket XX. Penelitian ini menggunakan sampel sebesar 200 responden sebagai pelanggan. Metode olah data menggunakan regresi linier berganda dan uji moderasi. Hasil penelitian ini menyatakan pengaruh parsial meliputi lokasi, harga dan media promosi. Sedangkan yang tidak berpengaruh parsial meliputi prosedur operasi, produk yang ditawarkan, suasana toko dan pelayanan konsumen. Tetapi, variabel tersebut dinyatakan simultan terhadap keputusan pembelian dan memiliki hubungan kuat sebesar 93,2% saat dihubungkan dengan loyalitas pelanggan. Dengan demikian, bauran pemasaran memiliki pengaruh terhadap keputusan pembelian dengan menambah variabel loyalitas pelanggan.
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