Pengaruh Faktor Bauran Ritel Terhadap Keputusan Pembelian Busana Muslim Rabbani (Studi Kasus Konsumen Rabbani Panam Pekanbaru).

Wahyuni, Lesly Dewi (2018) Pengaruh Faktor Bauran Ritel Terhadap Keputusan Pembelian Busana Muslim Rabbani (Studi Kasus Konsumen Rabbani Panam Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to find out and analyze the influence of product variables, price, location, promotion, service, and physical facilities on Muslim clothing purchase decisions at Rabbani Panam Pekanbaru outlets. This research was carried out with descriptive and quantitative methods using primary data and secondary data obtained through interviews and questionnaires. The sampling technique is using the Slovin formula and a sample of 93 people was obtained. Testing the research instrument is by testing validity and reliability. Furthermore, for the analysis carried out quantitatively with multiple linear regression test method using SPSS version 20. The results of the study obtained regression coefficient value (B) product (0.324), price (0.207), location (0.233), service (0.262), promotion ( 0.220) and physical facilities (0.292) and show that the retail mix variable has a significant influence on Muslim clothing purchasing decisions in RabbaniPekanbaru outlets with R2 value of 0.336 (33.6%). So that the retail mix at Rabbani pekanbaru outlets must be increased to get better consumer purchasing decisions.

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