Pengaruh Bauran Ritel terhadap Keputusan Pembelian pada Gerai Mixue di Jabodetabek
DOI:
https://doi.org/10.37385/msej.v4i6.2633Keywords:
Lokasi, Harga, Promosi, Merchandise, Atmosfer, Pelayanan Dan Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh bauran ritel terhadap keputusan pembelian pelanggan di toko Mixue di Jabodetabek. Studi ini menggunakan pendekatan kuantitatif. Penelitian ini melibatkan responden yang telah mengunjungi dan membeli barang di gerai Mixue di kawasan Jabodetabek, dan jumlah sampel yang digunakan adalah 280 orang. SMART PLS 3.0 digunakan untuk analisis regresi berganda dalam penelitian ini. Hasil penelitian menunjukkan bahwa lokasi, harga, dan promosi memengaruhi keputusan pembelian yang sangat besar. Sementara merchandise, atmosfer toko, dan layanan tidak memengaruhi keputusan pembelian.
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