The Importance of Location, Promotion, and Merchandising in Affecting the Consumer Purchasing Decision: A Case Study in PT Wijaya Motor Bandung, Indonesia
Keywords:
marketing, location, promotion, Merchandising, Purchasing Decisions
Abstract
The purpose of this study was to determine the effect of location, promotion and merchandising on consumer purchasing decisions at PT Wijaya Motor Bandung, Indonesia. This research method uses a quantitative approach. The data collected in this study used the distribution of questionnaires to 118 consumers at PT Wijaya Motor Bandung using a simple random sampling technique. The results of this study indicate that there is a positive and significant effect both partially and simultaneously between location, promotion and merchandising on consumer purchasing decisions at PT Wijaya Motor Bandung, Indonesia.
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Alma, B. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta.
Anggraeni, D. T., & Nurcahya, I. K. (2007). Pengaruh Retail Mix Terhadap Keputusan Pembelian Pada Bali Cenik Kids Apparel di Denpasar. E-Jurnal Manajemen, 3(9).
Curhan, R. C. (1974). The effects of merchandising and temporary promotional activities on the sales of fresh fruits and vegetables in supermarkets. Journal of Marketing Re-search, 11(3), 286-294.
Foster, B. (2013). Manajemen Ritel. Bandung: Alfabeta.
Ghozali, I. (2005). Aplikasi Analisis Multivariate dengan SPSS. Semarang: UNDIP.
Gujarati, D. (2003). Ekonometrika Dasar. Jakarta: Erlangga.
Heizer, J., & Render, B. (2015). Manajemen Operasi. Jakarta: Salemba Empat.
Kiran, V., Majumdar, M., & Kishore, K. (2012). Innovation in in-store promotions: effects on consumer purchase decision. European Journal of Business and Management, 4(9).
Kotler, P. & Keller, K.L. (2012). Manajemen Pemasaran Jilid I. Jakarta: Erlangga.
Kotler, P. (2012). Manajemen Pemasaran 1 dan 2. Jakarta: Prenhallindo.
Ma’ruf, H. (2012). Pemasaran Ritel. Jakarta: Gramedia Pustaka Utama.
Mischitelli, V. (2012). Your New Restaurant. Canada: Adams Media Corporation.
Muslim, M. I., & Mudiantono, M. (2011). Analisis Pengaruh Merchandise, Promosi, Atmosfir Dalam Gerai, Pelayanan Ritel, Dan Harga Terhadap Keputusan Pembelian (Studi Kasus Pada Toko Buku Gramedia Pandanaran Kota Semarang) (Doctoral dissertation, Universitas Diponegoro).
Peter, J. P., & Olson, J. C. 2013. Perilaku Konsumen dan Strategi Pemasaran. Jakarta: Erlang-ga.
Saladin, D., & Oesman, Y. M. (2014). Intisari Pemasaran dan Unsur-unsur Pemasaran. Ban-dung: Linda Karya.
Santi, D. E., & Kamal, M. (2014). Analisis Pengaruh Produk, Lokasi, Promosi Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Merchandise (Studi Pada Mandiri Art, Tem-balang Semarang) (Doctoral dissertation, Fakultas Ekonomika dan Bisnis).
Sari, D. A. T., & Suryani, A. (2014). Pengaruh Merchandising, Promosi dan Atmosfir Toko Terhadap Impulse Buying. E-Jurnal Manajemen, 3(4).
Schiffman, I. G. & Kanuk, L. L. 2013. Consumer Behavior. New Jersey: Prentice Hall.
Sekaran, U. (2012). Research Methods for Business. Jakarta: Salemba Empat.
Sujana, A. E. (2013). Pengaruh Labelisasi Halal Terhadap Keputusan Pembelian Kon-sumen. Jurnal Ilmiah Manajemen Kesatuan, 1(2).
Sullivan, M., & Adcock, D. 2012. Retail Marketing (1st ed.). London: Thomson.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi Offset.
Utami, C. W. (2012). Manajemen Ritel. Jakarta: Salemba Empat.
Wanninayake, W. M. C. B., & Randiwela, P. (2007, October). The impact of visual mer-chandising on consumer store choice decisions in Sri Lankan supermarkets. In 7th Glob-al conference on Business & Economics (Vol. 10, pp. 13-14).
Widowati, M., & Purwanto, A. B. (2014). Pengaruh Kualitas Pelayanan Dan Lokasi Ter-hadap Keputusan Pembelian Dengan Visual Merchandising Sebagai Variabel Moderat-ing. Fokus Ekonomi: Jurnal Ilmiah Ekonomi, 9(1).
Published
2020-02-17
How to Cite
Suhairi, D. (2020). The Importance of Location, Promotion, and Merchandising in Affecting the Consumer Purchasing Decision: A Case Study in PT Wijaya Motor Bandung, Indonesia. International Journal of Science and Society, 1(2), 143-154. https://doi.org/10.54783/ijsoc.v1i2.55
Section
Articles
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