The Affect of merchandise carried, price, sales promotion, and convenience on consumer store choiche decision at Superindo Yogyakarta

CAPRICORNITA, Triani, Dr. Basu Swastha Dharmmesta, MBA

2002 | Tesis | Magister Manajemen

Competition in the retailing industry in Indonesia is increase diamatically. Indonesia has huge potential for growth of retailing industry because the local people have a natural tendency to buying and giving. The retail industry in Indonesia will continue to attract new and larger entrants, which have big chain of operation. Competitive advantage must be created, if retailer want to enter in high competition of retail industry in Indonesia, to &@ill consumer’s need and meet consumer satisfaction, therefore can create consumer ’s store loyalty. This study is conducted to reveal the attributes of retail which are become factors for consumer to consider whether they want to visit and shopping certain retail or they decided not to visit that retail. They are several store or retail attributes to be evaluation factors. The researcher took Super Indo Supermarket as case for this study, because this supermarket is one df several supermarkets in Yogyakurta, which has big chain particularly in Indonesia. Only four store attributes of Super Indo are used in this study, because the researcher observed that those four attributes as the most relevant factors, which influence decision of Super Indo are consumers. Those four store attributes are merchandised carried, price, sales promotion, and convenience. By this study, the researcher want to prove, do those attributes have significant influence on consumer’s store choice decision to visit Super Indosupermarket.

Kata Kunci : Manajemen Pemasaran,Supermarket Superindo Yogyakarta, Store Attributes, Merchandise carried, Price, Sales Promotion, Convenience, Store Choice Decision