RETAIL MIX DAN PURCHASE INTENTION: PERSPEKTIF KONSUMEN KOTA BESAR INDONESIA DI MASA COVID-19
Abstract
Sebagai kota besar, Bandung penuh dengan pusat perdagangan. Ada banyak ritel tersebar mulai dari kelas besar sampai kelas kecil, satu diantaranya dibawah manajemen ritel TYG. TYG memiliki 12 supermarket yang beroperasi di Kota Bandung. Namun pada masa Covid-19 target penjualan sering tidak tercapai. Ketidak tercapaian target bukan saja disebabkan situasi yang tidak normal, tetapi juga semakin agresifnya peritel lain memasarkan barangnya untuk menarik konsumen. Penelitian ini bertujuan menganalisis retail mix supermarket TYG dalam menarik purchase intention masyarakat ditengah kondisi yang tidak pasti dan persaingan ketat. Analisis difokuskan dari perspektif konsumen. Penelitian yang dilakukan menggunakan metode deskriptif kuantitatif dan sampel diambil secara insidental dilokasi penelitian. Sebagai alat bantu penyebaran kuesioner, digunakan googleform dan sosial media yang dimiliki konsumen. Meski situasi penuh ketidak pastian dan persaingan semakin ketat, hasil penelitian membuktikan bahwa retail mix berpengaruh kuat terhadap purchase intention, kombinasi retail mix sangat efektif meningkatkan purchase intention konsumen. Temuan ini berguna bagi para peritel kelas supermarket. Kedepan, perlu dikembangkan menggunakan multi ritel dan cakupan area penelitian yang lebih luas.
Keywords
References
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DOI: 10.34203/jimfe.v10i1.7276
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