PENGARUH BAURAN RITEL DAN MANFAAT TRANSAKSI TERHADAP PERPINDAHAN BERBELANJA DARI RITEL TRADISIONAL KE RITEL MODERN (STUDI KASUS IBU RUMAH TANGGA DI DESA TEBEL TENGAH, SIDOARJO)

Abstract

The purposed of this research was to explained and detected the influence of marketing mix variables (such as location, product, price, advertising and promotion, retail service and store ambience) and benefit transaction (money, time, feel and status) to mothers shopping location exchanged from traditional retail to modern retail in Tebel Tengah, Sidoarjo. Population examined in this study were mothers who lived in Tebel Tengah, Sidoarjo. Sampling method used was purposive sampling. Number of samples taken was 100 respondents. The method of analysis used was logistic regression analysis. The results of this research could be concluded that the variable of retail mix and transaction benefit influnced to the mothers shopping location change from traditional retail to the modern retail in Tebel Tengah, Sidoarjo.