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UEU » Scientific Articles » Manajemen
Posted by [email protected] at 19/02/2019 11:42:12 • 441 Views
CONSUMER PREFERENCES MODEL IN OFFLINE AND ONLINE SHOPPING BEHAVIOR ON RETAIL BUSINESSCreated by :
R.A. Nurlinda, SE, MM ( 0324047005 )
DR. Eka Bertuah, SE, MM Ir. Ritta Setiyati. MM
| Subject: | PERILAKU
MODEL
BELANJA | | Alt. Subject : | CONSUMER
BUSINESS | | Keyword: | Consumer Preferences
Shopping Behavior
Retail mix
Brand image |
Description:
The purpose of this research is to know the factors of retail mix and brand image in forming
consumer preference and to know trend of offline and online shopping behavior. The data used
in this study is the primary data by questionnaire. This questionnaire consists of six variables
of retail mix: service quality, product diversity, price, promotion, store atmosphere, and brand
image with the total number of statements that are thirty-two statements and have been tested
for validity and reliability. Samples taken as many as 300 respondents. The analytical method
used is discriminant analysis. Based on the calculation of the whole analysis it can be concluded
that product diversity and store atmosphere are variables affecting consumer behavior in offline
and online shopping on retail business and shopping behavior trends in retail business leads to
offline shopping system.
| Date Create | : | 19/02/2019 | | Type | : | Text | | Format | : | pdf | | Language | : | Indonesian | | Identifier | : | UEU-Article-05_0071 | | Collection ID | : | 05_0071 |
Source :
ARTIKEL ILMIAH
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2019 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/consumer-preferences-model-in-offline-and-online-shopping-behavior--on-retail-business-12392.html
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 UEU-Article-12392-05_0071.pdf - 897 KB
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