ANALISA PENGARUH STORE LAYOUT, MERCHANDISE ASSORTMENT DAN PRICING TERHADAP PURCHASE INTENTION DI THE SPORT WAREHOUSE ROYAL PLAZA SURABAYA

Sony Kurniawan(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh dari Store Layout, Merchandise Assortment dan Pricing terhadap Purchase Intention di The Sport Warehouse Royal Plaza Surabaya. Penelitian dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang pernah melakukan pembelian di The Sport Warehouse Royal Plaza Surabaya dalam 6 bulan terakhir. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode multiple linier regression analysis. Hasil penelitian menunjukkan bahwa variabel Store Layout, Merchandise Assortment dan Pricing berpengaruh signifikan terhadap Purchase Intention di The Sport Warehouse Royal Plaza Surabaya.


Keywords


Store Layout, Merchandise Assortment, Pricing, Purchase Intention.

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