Saputra, Rhobeartha Gebyar Dhani (2019) PERSEPSI KONSUMEN TERHADAP RITEL TRADISIONAL DAN RITEL MODERN DI KECAMATAN TAWANGHARJO KABUPATEN GROBOGAN. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.
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Abstract
This research aims to find out 1) consumer perceptions toward traditional retail and modern retail; and 2) comparison of consumer perceptions toward traditional retail and modern retail. The research objects and locations are traditional retail and modern retail located in Tawangharjo sub-district, Grobogan regency. The population used in this research is the Tawangharjo sub-district society, who have shopped at least 3 times in traditional retail and modern retail. The sample includes 100 respondents is taken by purposive sampling. The data instrument used is a questionnaire, which are prepared using a typical five-leveled Likert scale. 1. The perception of respondents as follows: a. Product variable, the average score of consumer perceptions toward modern retail is higher than traditional retail. b. Price variable, the average score of consumer perceptions toward modern retail is lower than traditional retail. c. Promotion variable, the average score of consumer perceptions toward modern retail is higher than traditional retail. d. Place variables, the average score of consumer perceptions toward modern retail is higher than traditional retail. e. Social variable, the average score of consumer perceptions toward modern retail is higher than traditional retail. f. Physical evidence, the average score of consumer perceptions toward modern retail is higher than traditional retail. g. Process variables, the average score of consumer perceptions toward modern retail is higher than traditional retail. 2. Comparison of consumer perceptions toward traditional retail and modern retail is tested using the paired sample t-test formula, that there is a very significant differences between respondents' perceptions of the Product, Price, Place, People, Physical Evidence, and Process variables. Whereas in the Promotion variable, there is no difference in perceptions. Keywords: Modern Retail, Traditional Retail, Perception.
| Item Type: | Thesis (Other) |
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| Subjects: | 600 Technology (Applied sciences) > 650 Management > 658 Management > Consumer Behavior |
| Divisions: | Faculty of Economics and Business > Department of Management |
| Depositing User: | Mr Lucius Oentoeng |
| Date Deposited: | 22 Nov 2019 01:09 |
| Last Modified: | 11 Nov 2020 06:38 |
| URI: | http://repository.unika.ac.id/id/eprint/19925 |
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