<![CDATA[The advantages of minimarkets on marketing mix implementation in Ungasan Village causing the consumers of grocery store switch their shoping choice to minimarkets, that makes grocery store owners should implement a marketing mix strategy to be competitive, by studying the behavior of minimarket consumers. The purpose of this research were to analyze the marketing mix factors that determine consumer decisions in choosing a minimarket to shop in Ungasan Village and to find out the dominant factors, which it can be used as references by grocery stores. Research carried in some stages, started by attribute identification based on marketing mix factors, questionnaire generating, reliability and validity test, deploy the questionnaire to the consumers of grocery store, data gathering, and data analyzing. The sampling method used was purposive method with 154 respondents. The data obtained was then analyzed by using factor analysis. The results showed that there are five marketing mix factors that determine consumer decisions in choosing minimarkets for shopping in Ungasan Village namely accessibility factor, employee performance factor, promotion factor, physical evidence factor, and price factor. The accessibility factor is the dominant factor that determines consumer decisions in choosing a minimarket for shopping, with the attribute that has the highest correlation value is that the distance of the mini market is close to the dwelling.]]>
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