RESPON PASAR RUMAH TANGGA TERHADAP KINERJA BAURAN RITEL PADA CARREFOUR CABANG JEMBER

Abstract

The research entitled “Respon Pasar Rumah Tangga Terhadap Bauran Ritel Pada Carrefour Cabang Jember” aims to determine and analyze the domestic market response to the performance of retail mix in Carrefour Cabang Jember. Retail mix is made up of barang dagangan (merchandise), harga (price), tempat (place), promosi (promotion), personil (personnel), fasilitas fisik (physical evidence), and pelayanan (service). The study was conducted in 2012 at the Carrefour Cabang Jember. This research is a descriptive research. Descriptive research did not test the hypothesis, but merely describes what information is in accordance with the studied variables. Data collection methods in the study conducted by distributing questionnaires to 100 respondents which is a consumers of Carrefour Cabang Jember. The sampling technique used was purposive sampling. Analysis tools using descriptive analysis method. Based on research results, it is known that the variable of merchandise, the price variables, place variables, promotional variables, personnel variables, physical facilities variables gets response good enough, while the variable service gets good response. The conclusion to be drawn from this study are generally domestic market responded quite well to the retail mix Carrefour Cabang Jember, can be interpreted that Carrefour Cabang Jember has been pretty good in carrying out the retail mix strategy.