Pengaruh Pemasaran Ritel Terhadap Keputusan Pembelian Konsumen Senyum Media Stationary Jember

Abstract

Abstract This study aims to measure how much influence retail marketing has on consumer purchasing decisions Smile Media Stationary Jember. This research is a quantitative research. The population in this study were consumers of Smile Media Stationary Jember with a total of 60 people. The sampling technique in this study is the accidental sampling method. Data analysis technique using simple regression analysis. The results of this study indicate that there is a significant influence of retail marketing on consumer purchasing decisions on Smile Media Stationary Jember, namely 63.9%, while the remaining 36.1% is influenced by other independent variables not examined in this study. Thus it can be concluded that retail marketing is one of the factors that influence consumers' purchasing decisions of Senyum Media Stationary Jember.