| dc.description.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. | en_US |
