Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Akuntansi Dan Manajemen
Destia Lovita Ananda
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISIS POSITIONING TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RITEL MODERN LAWSON DAN CIRCLE K Destia Lovita Ananda; Kusumawati, Heni
Jurnal Akuntansi Dan Manajemen Vol 36 No 3 (2025): JAM Vol 36 No 3 Desember 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jam.v36i3.168

Abstract

This research aims to determine whether there are differences in promotion, pricing, and location selection strategies affecting consumer purchasing decisions between the modern retail stores Lawson and Circle K in Yogyakarta. Simple random sampling was employed as the sampling method in this study, distributing questionnaires to consumers of Lawson and Circle K. The total number of respondents for this research was 120 for Lawson and 120 for Circle K. The analytical method utilized was the Mann-Whitney test. The analysis results indicate that (1) there is no difference in promotional strategies affecting consumer purchasing decisions between Lawson and Circle K; however, when examining individual indicators, one indicator supports the hypothesis, specifically in the direct marketing indicator, (2) there is no difference in pricing strategies affecting consumer purchasing decisions between Lawson and Circle K; nevertheless, when analyzing individual indicators, one indicator supports the hypothesis, particularly in the affordability indicator, (3) there is no difference in location selection strategies affecting consumer purchasing decisions between Lawson and Circle K; although, when examining individual indicators, one indicator supports the hypothesis, specifically in the transportation indicator.
Co-Authors Heni Kusumawati