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All Journal JDM (Jurnal Dinamika Manajemen) Jurnal Kewirausahaan dan Bisnis Asia Pacific Journal of Management and Education Journal of International Conference Proceedings Jurnal Akuntansi Manado (JAIM)
Juliana Ohy
Universitas Negeri Manado
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of International Conference Proceedings

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Examining Marketing Mix Strategy on Consumer Intention To Buy: Empirical Study on Alfa Mart Retail Store at Manado City Juliana Ohy
Journal of International Conference Proceedings (JICP) Vol 1, No 2 (2018): Proceedings of the 2nd International Conference of Project Management (ICPM) Gor
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (136.038 KB) | DOI: 10.32535/jicp.v1i2.243

Abstract

Retail store at Manado city from year 1990 to 2017 facing fascinating development. The competition between them obviously forced to make excellent strategy. Cutting price, interesting layout, excellent and unique services are the examples of marketing strategy could conduct by retail store. The successful retail store has to fulfill the need of consumer such as served with high quality product, compete price, services and other promotion. Meanwhile, location and another facilities retail store has also to be aware. Unsatisfied consumer will make negative effect on moving consumer to other store who served better services. If the situation continues the store will facing decreasing sales and profit. Hence, to prevent that loss, retail store has to create loyal consumer. This research tried to examine marketing mix on consumer intention to buy at Alfa Mart at Manado City. The analysis data used path analysis. The respondent is Alfa mart consumer, reached by accidental sampling. The number of samples is 161 data. The result of study was all the marketing mix variable such as product, price, place and promotion significant influenced on consumer intention to buy. Keywords: marketing mix, competition, intention to buy, retail store, Alfa Mart.
Co-Authors Bambang Hermanto Grace Jenny Soputan Made Krisnanda Nova Ch Mamuaja Sesilia Tiwow