Persepsi Konsumen terhadap Bauran Ritel Tradisional dan Ritel Modern di Kota Jember

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 difference in consumer perceptions of the retail mix or traditional and modern retail. The sampling technique in this study using puposive 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.