Ab Aziz, Rofida (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Pada Minimarket Fajar Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

THE EFFECT OF RETAIL MARKETING MIX ON CONSUMER PURCHASE DECISIONS AT FAJAR MINIMARKET IN PEKANBARU ROFIDA AB AZIZ 185210622 This study aims to determine the partial effects of product, price, location, and store atmosphere on consumer purchasing decisions at Fajar Minimarket in Pekanbaru, as well as the partial and simultaneous effects of the retail marketing mix on consumer purchasing decisions at Fajar Minimarket in Pekanbaru. This research adopts a quantitative research method. The study was conducted at Fajar Minimarket on Harapan Raya Street, considering the large consumer population of 28,800 people. Non-probability sampling technique was used to collect the samples. The research sample consisted of 100 consumers, determined using the Hair formula. The results of the study, analyzed using SPSS 26, indicate that product, price, location, and store atmosphere have significant partial and simultaneous effects on consumer purchasing decisions at the Minimarket in Pekanbaru.

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