BAURAN RITEL TERHADAP KEPUTUSAN PEMBELIAN SWALAYAN NON FRANCHISE “STUDI KONSUMEN SWALAYAN BAROKAH SURABAYA”

Abstract

This research aimed to find out the effect of retail mixture on buying decision.The population were customers of barokah supermarket,Surabaya which non-franchise retail business.The purpose of this research was to analyze the effect of product, price, promotion, location, and people on buying decision at barokahsupermarket. While, the sampling collection technique used purposive sampling with 100 respondents as sample.The data analysis technique used multiple regression linier. Moreover, the result of data analysis showed that the product variable had significant effect also on buying decision. On the other hand, location and price did not effect significantly on buying decision. From the data analysis result, in determination coefficient test ( , it got 0,639 or 63,9%. This result showed that the total contribution of product, price, promotion, location, and people variable on buying decision at Barokah supermarket, Surabaya. While, the rest of it were influenced by other variabels whichwas out of the research.
Keywords: product, price, promotion, location, people,buying decision