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All Journal Jurnal Teknik Industri Jurnal Fakultas Ekonomi : OPTIMAL Sosiohumaniora The Indonesian Journal of Business Administration Jurnal Visi Ilmu Pendidikan Jurnal Teknologi Pertanian JITRO (Jurnal Ilmiah dan Teknologi Peternakan Tropis) Jurnal Pendidikan Usia Dini JOIN (Jurnal Online Informatika) Sriwijaya University Learning and Education International Conference Empowerment : Jurnal Pengabdian Masyarakat Jurnal Smart PAUD Jurnal Ilmiah Membangun Desa dan Pertanian Jurnal Ekonomi Manajemen JASF (Journal of Accounting and Strategic Finance) Jurnal Bisnisman : Riset Bisnis dan Manajemen Jurnal Nasional Manajemen Pemasaran dan SDM Transekonomika : Akuntansi, Bisnis dan Keuangan Ruang Cendekia : Jurnal Pengabdian Kepada Masyarakat The Eastasouth Management and Business Sewagati House of Management and Business Journal ECJ: Early Childhood Journal Manager : Jurnal Ilmu manajemen
Budi Rahardjo
Jurusan Teknologi Informasi, Fakultas Teknik, Universitas Udayana.
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Journal : Jurnal Fakultas Ekonomi : OPTIMAL

 1 
Bauran Pemasaran dan Demografi Pelanggan Terhadap Kinerja Pemasaran Ritel dengan Assortment sebagai Variabel Intervening Falih, Nicko; Sasana, Hadi; Rahardjo, Budi
Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 16 No 1 (2022): Optimal: Jurnal Ekonomi dan Kewirausahaan
Publisher : Fakultas Ekonomi Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/optimal.v16i1.3100

Abstract

Retail stores in the Mertoyudan area, which are sponsored by the Sampoerna Ritel Community (SRC) have experienced a continuous decline in sales. The SRC chairman confirmed the decline was due to many complaints from consumers who did not get the goods they were looking for. The research method used in this study is a quantitative method. The data used is primary data. The population in this study were customers of the SRC retail store in Mertoyudan, the sampling technique used was purposive sampling technique. Data analysis technique using Partial Least Square Structural Equation Model (PLS SEM) and processed using Smart PLS software. Based on the results of the study, it shows that the marketing mix variable has a negative and insignificant effect on marketing performance. Assortment and customer demographics have a real or significant influence on marketing performance. Assortment has a no mediation role on the relationship between the marketing mix and marketing performance. Assortment has a partial mediation role in the relationship between customer demographics and marketing performance.
Co-Authors A.A. Ketut Agung Cahyawan W Adawiyah, Roabiah Al Agung Edi Rustanto Agus Harjoko Akbar, Bintang Mukhammad Burhanudin Akhmad Azmiardi Alawi, Arzan Alfurqon, Nicko Falih Analyes Perdana, M Jumeidil Andhatu Achsa Aspiah, Gusaimah Aulia, Hanifah Dina Axel Giovanni Cahya Buana Cahyani, Annisa Putri Catur Arif Prastyanto, Catur Arif Chandra Fauzi Clarisa Alfa Lionora Daryono Daryono, Daryono Data Iranata Falih, Nicko Farida Rahmawati Hadi Sasana Halida Halida Hera Widyastuti Iik Sartika Ikhsani, Ikha Amalia Istiar Jamaluddin, J Jayanti, Titi Dwi Khairul Ikhwan Lilik Sutiarso Lutfiatin, Meiliana MALPALENI SATRIANA, MALPALENI MARHAEDAH MARHAEDAH, MARHAEDAH Maulina, Jessika Mochammad Fajar, Febriyan Mohamad Bagus Ansori Najmudin Novitaningtyas, Ivo Nugroho, Ramadhani Lukman Perdana, Adhi Surya Prasetyo, Radita Pudji Hastuti Putri, Ayu Aprilia Pangestu Rika Yuliana, Rika Rochmadi, R Rozie, Fachrul Rudiati Evi Masithoh Sari, Putu Tantri Kumala Sijabat, Yacobo P Trisyaningsih, Melati Ugung Dwi Aryo Wibowo, Ugung Dwi Umboro Lasminto Verawati, Dian Marlina Wahju Herijanto Wenny Franciska Senjaya Yunus Agung Kristanto