PENGARUH BAURAN RITEL TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRO DLOOPS SULTAN AGUNG BANDUNG.

ABSTRACT

The objective of this research is to determine whether there is any significant
influence among the mix of retail to the consumer buying decision process at D’Loops
Clothing Company, Sultan Agung Bandung. In this research which is an independent
variable is a mix of retail and dependent variable is the consumer buying decision
process.
This research use survey method. Sampling technique in this research is
systematic sampling with a sample size determined by the iterations method were 62
people, the consumers who buy products of D’Loops Clothing Company, Sultan Agung
Bandung. Data collected by literature study, research field by observation, interview,
and questioner. The results of the questioner were processed using a simple regression
analysis. Hypothesis test used the t-test.
Based on the analysis above, the result showed that the mix of retail has a high
correlation to the consumers buying decision process for 0,446 and the value of the
influence of mix of retail to the consumers buying decision process is 0,384.
The conclusions of this research indicate that the mix of retail is from elements
of merchandise, pricing, advertising and promotion, customer service and sales, store
atmosphere and store design significantly influence the consumers buying decision
process of D’loops Clothing Company’s product. The suggestion for the clothing
company should omptimize the advertising and promotions on television commercials,

radio, printed media or internet in order to attract the attention of consumers want to
visit and shop at the D’Loops Clothing Company, Sultan Agung Bandung.