PENGARUH BAURAN RITEL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO BRAND LOKAL GENYO MERCH BOJONEGORO

Eka Desi Retnowati

doi:10.26740/jptn.v8n2.p%p

PENGARUH BAURAN RITEL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO BRAND LOKAL GENYO MERCH BOJONEGORO

Authors

Eka Desi Retnowati Program Studi Pendidikan Tata Niaga, Fakultas Ekonomi, Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v8n2.p%25p

Abstract

Abstrak
Penelitian ini bertujuan untuk menjelaskan dan menganalisis pengaruh bauran ritel dan citra merek pada keputusan pembelian di distro brand lokal Genyo Merch Bojonegoro. Jenis penelitiannya yakni penelitian kuantitatif dengan teknik penentuan sampelnya secara purposive sampling. Adapun sampelnya berjumlah 83 responden. Dan objek yang dapat menjadi responden yang diteliti yakni pelanggan yang telah melakukan pembelian produk pada distro Genyo Merch Bojonegoro, dengan rentan usia 16 sampai 40 tahun. Hasil penelitiannya ialah variabel bauran ritel (X1) mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian, citra merek (X2) juga juga mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : Bauran Ritel, Citra Merek, Keputusan Pembelian

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Published

2020-08-31

How to Cite

Retnowati, E. D. (2020). PENGARUH BAURAN RITEL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA DISTRO BRAND LOKAL GENYO MERCH BOJONEGORO. Jurnal Pendidikan Tata Niaga (JPTN), 8(2). https://doi.org/10.26740/jptn.v8n2.p%p

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Issue

Vol. 8 No. 2 (2020)

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