PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ULANG KONSUMEN MINIMARKET ALFAMART DI SURABAYA

Abstract

The purpose of this research is to find out the influence of market mix to the customer re-purchase at
Alfamart minimarket Surabaya. The variable of this research uses product, price, place, promotion and
physical evidence and process to the customer re-purchase at Alfamart Manyar Sabrangan Surabaya.
The population of this research uses the customers who have ever conducted the purchasing minimal
once in a month at Alfamart Manyar Sabrangan 70A Surabaya. The sample collection technique has
been done by using accidental sampling in which the determination of the sample is based on
accidental, it means that the person who is accidentally meet the researcher can be used as sample, the
samples are 100 people. The data analysis technique has been done by using multiple linear
regressions.The result of this test shows that the variables which consist of product, price, place,
promotion and physical evidence and process have significant influence to the customer re-purchase at
Alfamart Manyar Sabrangan Surabaya. Price variable has dominant influence to the customer repurchase
at Alfamart minimarket Manyar Sabrangan Surabaya.

Keywords: market mix service,customer re-purchase,buying decision.