HARTANTO, ADRIAN (2013) ANALISIS PENGARUH BAURAN RITEL TERHADAP MINAT BELI KONSUMEN DI TOKO SEPATU PONDA PLASA SIMPANG LIMA SEMARANG. Other thesis, Prodi Manajemen Unika Soegijapranata.

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Abstract

Consumer is the main part in the trade. Consumers want a safe place to shop, a strategic location, a variety of different types of goods, cheap prices, and convenient shopping.The retailers are trying to compete by creating the named retailing mix strategy. Retail mix consists of product, service, store atmosphere, price, promotion and location. In Semarang there is a local shoe store that is developing and long lasting from year 1991, Ponda shoes store. Ponda shoe store at Plasa Simpang Lima Semarang is experiencing a decrease in sales. From the background of the problem, the author are interested in doing research with the title: Analysis of the Effect of Retail Mix on Consumer Interests at Ponda Shoe Store Plasa Semarang Simpang Lima. The technique of collecting data in this research is by distributing questionnairs to respondents. After distributing questionnaires,tested the validity and reliability of the variables that exist in retail mix.After known valid and reliable results with count r> r table, then followed with a Descriptive statistical analysis tools to determine customer profiles Shoe Store PondaPlasa Semarang Simpang Lima and multiple linear regression analysis to test the hypotheses that have been made by researchers. The results showed that the retail mix has an influence on consumer buying interest. There are 3 retail mix variables that have an impact on individual consumers purchasing the interest of service, store atmosphere and prices, while three other variables that do not have individual influence on Interests Buy consumer of product, promotion and location. The variables that most influence on Interests Buy consumer is price. Store atmosphere is not important for consumers to purchase shoes, especially in the Ponda Shoe Store Plasa Semarang Simpang Lima. Although the atmosphere of the store is less attractive, consumers will continue to come buy because the price is affordable by consumers

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