BAURAN ECERAN PADA MINIMARKET DI BANDUNG DALAM PERSPEKTIF KONSUMEN
Abstrak
ABSTRACT
In line with the increasing competition among retail companies and retail companies with large companies, a retail mix is needed. One strategy that can be applied is a retail sales mix. Retail sales mix is all variables that can be used as a marketing strategy to compete in selected markets
This study aims to analyze the retail mix from a consumer perspective on three minimarkets in the city of Bandung, namely Alfamart, Indomart and Yomart. Research uses descriptive research methods. Data collection techniques consist of literature reviews and field studies in the form of observation, interviews and questionnaires to consumers as samples using a systematic random sampling technique. The findings show that the retail sales mix has been applied to minimarket companies. The retail mix element that consumers like is the location that can be accessed easily. While the mix that is less preferred is the design and layout of the shop related to unclear goods instructions and promotional mix with regard to the unavailability of goods when exchanging promotional coupons.
ABSTRAK
Sejalan dengan meningkatknya persaingan antar perusahaan ritel dan perusahaan ritel dengan perusahaan besar dibutuhkan bauran ritel. Salah satu strategi yang dapat diterapkan adalah bauran penjualan eceran Bauran penjualan eceran adalah semua variabel yang dapat digunakan sebagai strategi pemasaran untuk berkompetisi pada pasar yang dipilih
Penelitian ini bertujuan untuk menganalisis bauran ritel dari perspektif konsumen pada tiga minimarket di Kota Bandung yaitu Alfamart, Indomart dan Yomart. Penelitian menggunakan metode penelitian deskriptif. Teknik pengumpulan data terdiri dari tinjauan pustaka dan studi lapangan berupa observasi, wawancara dan penyebaran kuesioner kepada para konsumen sebagai sampel dengan menggunakan teknik sistematik random sampling. Hasil temuan menunjukkan bauran penjualan eceran telah diterapkan pada perusahaan minimarket. Elemen bauran eceran yang disukai konsumen adalah lokasi yang dapat diakses dengan mudah. Sementara bauran yang kurang disukai adalah adalah desain dan tata letak toko berkaitan dengan petunjuk barang yang tidak jelas dan bauran promosi berkaitan dengan ketidaktersediaan barang saat penukaran kupon promosi.
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DAFTAR PUSTAKA
Aaker. David A., V. Kumar, George S. Day. 2004. Marketing Research. 7th Edition. John Wiley & Sons, Inc. New York pg. 71-73.
Alexander. Nicholas. Mark Colgate. 2000. Retail Financial Services: Transaction to Relationship Marketing. Europen Journal of Marketing. UK
Bayu Nurbiyanto, Suharyono, Srikandi Kumadji, 2018. Pengaruh Bauran Ritel (Retailing Mix) Terhadap Keputusan Pembelian). Jurnal Administrasi Bisnis Universitas Brawijaya Vol 2, No 2 (2013) http://administrasibisnis. studentjournal. ub.ac.id/index.php/jab
BĂLĂŞESCU, Simona (2014). Contributions to The Foundation of the Marketing Mix for Retailer Companies. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences • Vol. 7 (56) No. 1 - 2014
Berman. Barry and Joel R. Evans. 2004, Retail Management A Strategic Approach 8th Edition. Macmillan. New York.
Castellari E., Moro D., Platoni S. and Sckokai P. (2013). Measuring the impact of retailers’ marketing mix on food price inflation using scanner data. Piacenza,
Chowdury, Partha Prasad (2105) Retail Mix, Service Quality and Customer Satisfaction: An Empirical Study in The Food Retail Chain Sub-Sector of Dhaka City. Journal of the Asiatic Society of Bangladesh (Hum.), Vol. 60(1), 2015, pp. 109-133
Clarke. Ian. 2000. Retail Power, Competition, and Local Consumer Choice in The UK Grocery Sector. Europen Journal of Marketing. UK
Dunne. Patrick M. and Robert F. Lusch. 2005. Retailing 5th Edition. South Western Thomson.
Ericha Karwur. 2016. Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian di Indomaret Paniki. Jurnal Berkala Ilmiah Efisiensi Volume 16 No. 03.
Gauri. Dinesh Kumar, Minakshi Trivedi, Dhruv Grewal. 2008. Understanding the Determinants of Retail Strategy: An Empirical Analysis. Journal of Retailing. pp 256-267.
Indrasari, Lolyka Dewi (2017) Analisis Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen Pada Pasar Modern (Studi Kasus pada Indomaret Bandar Kediri). Jurnal JATI UNIK Vol. 1 No. 1, hal. 47-51
Juanda, Deny dan Lukman Ismail. (2013). Bandung Dalam Angka. Badan Pusat Statistik. Provinsi Jawa Barat.
Levy, Michael. Barton A. Weitz. 2009. Retailing Management. McGraw-Hill Irwin. North America.
Cahyana, Made Arly Dwi dan, Sukaatmadja, I Putu Gde (2017). Pengaruh Retail marketing Yerhadap Kepuasan Dan Loyalitas Pelanggan. E-Jurnal Manajemen Unud, Vol. 5, No. 1, Denpasar
Moore, Marguerite. (2002). Retail Performance in U.S. Apparel Supply Chains: Operational Efficiency, Marketing Effectiveness and Innovation. NC. State University. Columbia Amerika
Nilsoon. Caroline. Monica Sparmo. Hendrik Stromqvist. (2004). Positioning Strategies in Retail, A Study of the Swedish Gricery Market. Department of Business Administration. Swedish.
Nobel Ibrahim Putra, Edriana Pangestuti, Lusy Deasyana Rahma Devita. (2018). Pengaruh Diskon Dan Pemberian hadiah Terhadap Pembelian Impulsif Pada Fashion Retail (Survei Online pada Konsumen Matahari Department Store di Malang Town Square). Jurnal Administrasi Bisnis (JAB) Vol. 61. Malang
Office of Chief Economist. (2014). Perdagangan Ritel. Industry Update. Bank Mandiri.
Putra, Alfa Santoso Budiwidjojo (2012) Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Moderasi (Studi pada Minimarket Alfamart di Yogyakarta). Thesis Magsiter Manajemen Universitas Atmajaya, Yogyakarta
Ria Arifianti. 2006. Pengaruh Strategi Bauran Eceran terhadap Hasil Penjualan Pakaian Jadi di International Trade Centre (ITC) di Kota Bandung. Universitas Tadulako.
Ria Arifianti. Dwi Kartini, Tuhpawana, Yunizar. 2010. Gaya Hidup Hedonis. UNPAD PRESS, Bandung
Saba Azeem. RRK Sharma. (2015). Elements of the retail marketing mix: a study of different retail formats in India. The Business & Management Review, Volume 5 Number 4. India
Schoell, William, M. 1990. Marketing 4th Edition. Allyn and Bacon, A Division of Simon & Schuster, Inc.
Sopiah. Syihadudhin. 2008. Manajemen Bisnis Ritel. Penerbit Andi. Yogyakarta.
Sugiyanto dan Yolanda. 2013. Analisis Kepuasan Pelanggan (Studi Kasus Minimarket Indomaret). Jurnal Ekonomi, 15(2), hal 185-197
Vincentius Gentha Maheza, Ni Made Wulandari Kusumadewi, 2015. Pengaruh Retail Mix Terhadap Kepuasan Pelanggan pada Unagi Bali Handycraft And Souvenir Gallery Di Kota Denpasar. E-Jurnal Manajemen Unud, Vol. 4, No. 7. Denpasar
Wahyuningtyas, Endah (2015) Analisis Pengaruh Bauran Ritel (Retailing Mix) Terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Konsumen Grosir dan Swalayan Surya Gondang, Kediri, Jawa Timur). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya Vol 4, No 1: Semester Ganjil 2015/2016
DAFTAR PUSTAKA
Aaker. David A., V. Kumar, George S. Day. 2004. Marketing Research. 7th Edition. John Wiley & Sons, Inc. New York pg. 71-73.
Alexander. Nicholas. Mark Colgate. 2000. Retail Financial Services: Transaction to Relationship Marketing. Europen Journal of Marketing. UK
Bayu Nurbiyanto, Suharyono, Srikandi Kumadji, 2018. Pengaruh Bauran Ritel (Retailing Mix) Terhadap Keputusan Pembelian). Jurnal Administrasi Bisnis Universitas Brawijaya Vol 2, No 2 (2013) http://administrasibisnis. studentjournal. ub.ac.id/index.php/jab
BĂLĂŞESCU, Simona (2014). Contributions to The Foundation of the Marketing Mix for Retailer Companies. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences • Vol. 7 (56) No. 1 - 2014
Berman. Barry and Joel R. Evans. 2004, Retail Management A Strategic Approach 8th Edition. Macmillan. New York.
Castellari E., Moro D., Platoni S. and Sckokai P. (2013). Measuring the impact of retailers’ marketing mix on food price inflation using scanner data. Piacenza,
Chowdury, Partha Prasad (2105) Retail Mix, Service Quality and Customer Satisfaction: An Empirical Study in The Food Retail Chain Sub-Sector of Dhaka City. Journal of the Asiatic Society of Bangladesh (Hum.), Vol. 60(1), 2015, pp. 109-133
Clarke. Ian. 2000. Retail Power, Competition, and Local Consumer Choice in The UK Grocery Sector. Europen Journal of Marketing. UK
Dunne. Patrick M. and Robert F. Lusch. 2005. Retailing 5th Edition. South Western Thomson.
Ericha Karwur. 2016. Pengaruh Retail Marketing Mix Terhadap Keputusan Pembelian di Indomaret Paniki. Jurnal Berkala Ilmiah Efisiensi Volume 16 No. 03.
Gauri. Dinesh Kumar, Minakshi Trivedi, Dhruv Grewal. 2008. Understanding the Determinants of Retail Strategy: An Empirical Analysis. Journal of Retailing. pp 256-267.
Indrasari, Lolyka Dewi (2017) Analisis Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen Pada Pasar Modern (Studi Kasus pada Indomaret Bandar Kediri). Jurnal JATI UNIK Vol. 1 No. 1, hal. 47-51
Juanda, Deny dan Lukman Ismail. (2013). Bandung Dalam Angka. Badan Pusat Statistik. Provinsi Jawa Barat.
Levy, Michael. Barton A. Weitz. 2009. Retailing Management. McGraw-Hill Irwin. North America.
Cahyana, Made Arly Dwi dan, Sukaatmadja, I Putu Gde (2017). Pengaruh Retail marketing Yerhadap Kepuasan Dan Loyalitas Pelanggan. E-Jurnal Manajemen Unud, Vol. 5, No. 1, Denpasar
Moore, Marguerite. (2002). Retail Performance in U.S. Apparel Supply Chains: Operational Efficiency, Marketing Effectiveness and Innovation. NC. State University. Columbia Amerika
Nilsoon. Caroline. Monica Sparmo. Hendrik Stromqvist. (2004). Positioning Strategies in Retail, A Study of the Swedish Gricery Market. Department of Business Administration. Swedish.
Nobel Ibrahim Putra, Edriana Pangestuti, Lusy Deasyana Rahma Devita. (2018). Pengaruh Diskon Dan Pemberian hadiah Terhadap Pembelian Impulsif Pada Fashion Retail (Survei Online pada Konsumen Matahari Department Store di Malang Town Square). Jurnal Administrasi Bisnis (JAB) Vol. 61. Malang
Office of Chief Economist. (2014). Perdagangan Ritel. Industry Update. Bank Mandiri.
Putra, Alfa Santoso Budiwidjojo (2012) Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen dengan Kepuasan Konsumen sebagai Variabel Moderasi (Studi pada Minimarket Alfamart di Yogyakarta). Thesis Magsiter Manajemen Universitas Atmajaya, Yogyakarta
Ria Arifianti. 2006. Pengaruh Strategi Bauran Eceran terhadap Hasil Penjualan Pakaian Jadi di International Trade Centre (ITC) di Kota Bandung. Universitas Tadulako.
Ria Arifianti. Dwi Kartini, Tuhpawana, Yunizar. 2010. Gaya Hidup Hedonis. UNPAD PRESS, Bandung
Saba Azeem. RRK Sharma. (2015). Elements of the retail marketing mix: a study of different retail formats in India. The Business & Management Review, Volume 5 Number 4. India
Schoell, William, M. 1990. Marketing 4th Edition. Allyn and Bacon, A Division of Simon & Schuster, Inc.
Sopiah. Syihadudhin. 2008. Manajemen Bisnis Ritel. Penerbit Andi. Yogyakarta.
Sugiyanto dan Yolanda. 2013. Analisis Kepuasan Pelanggan (Studi Kasus Minimarket Indomaret). Jurnal Ekonomi, 15(2), hal 185-197
Vincentius Gentha Maheza, Ni Made Wulandari Kusumadewi, 2015. Pengaruh Retail Mix Terhadap Kepuasan Pelanggan pada Unagi Bali Handycraft And Souvenir Gallery Di Kota Denpasar. E-Jurnal Manajemen Unud, Vol. 4, No. 7. Denpasar
Wahyuningtyas, Endah (2015) Analisis Pengaruh Bauran Ritel (Retailing Mix) Terhadap Keputusan Pembelian Konsumen (Studi Kasus pada Konsumen Grosir dan Swalayan Surya Gondang, Kediri, Jawa Timur). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya Vol 4, No 1: Semester Ganjil 2015/2016
DOI: https://doi.org/10.24198/adbispreneur.v3i2.18467
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