| dc.description.abstract | The purpose of this study is to investigate consumer perceptions of the
retail mix of traditional and modern retail in Jember city and to determine the
presence or absence of significant differences in consumer perceptions of the
retail mix of traditional and modern retail. The sampling technique in this study
using purposive sampling. Methods of data collection is done by distributing
questionnaires to 100 questionnaires to the respondents coming from the four
districts selected the District of Jember City, District of Kaliwates, Sumbersari,
Patrang, and Pakusari. The analysis tools are different descriptive analysis and
Wilcoxon test. This research found that there are differences in consumer
perceptions of the 6 variables retail mix of traditional retail and modern retail in
Jember City. To 6 variables include variable pricing, promotions, location,
service, convenience shopping and premium products. Also note also that there
are no differences in consumer perceptions of the distance variable in the
traditional retail and modern retail in Jember City. Distinguishing variables that
are most closely / related to the perception of consumers is the convenience of
shopping variables. So the convenience of shopping to be a major consideration
that differentiates consumer perceptions of the retail mix of traditional and
modern retail. | en_US |
