ANALISIS PENILAIAN KONSUMEN TERHADAP PENERAPAN ATRIBUT MERCHANDISE, ATMOSFIR DALAM GERAI,DAN PELAYANAN RITEL PADA RETAILER KHATULISTIWA BENGKULU

Hayu, Rina Suthia (2014) ANALISIS PENILAIAN KONSUMEN TERHADAP PENERAPAN ATRIBUT MERCHANDISE, ATMOSFIR DALAM GERAI,DAN PELAYANAN RITEL PADA RETAILER KHATULISTIWA BENGKULU. Management Insight, 7 (2). pp. 202-216. ISSN 1978-3884

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Abstract

To win the competition, retailers must be understand and satisfy the wishes and needs of consumers through the preparation of products, quality of services and competitive prices. So the pupose of this research is to analyze how consumer assessment of the implementation of some variable attributes Merchandise, Atmosphere on outlets, and retail service applied by Retail Khatulistiwa Bengkulu.Retailers also need to understand the psychological, emotional, habits consumer spending patterns. This research is a qualitative descriptive study. Method of data collection by direct field survey and dissemination of questionnaires to consumers who shop at Khatulistiwa outlets on Bengkulu city. Data collection was conducted over five days. Questionnaires were successfully deployed during the five-day event is as much as 50 questionnaires, The data collected will be analyzed using the weighted average rating. Consumer Assessment of variable attributes Merchandise At retail Khatulistiwa is average 2.91, Consumer Assessment of Atmosphere on outlets At retail Khatulistiwa is average 2.77,and Consumer Assessment of retail service applied by Retail Khatulistiwa Bengkulu is average 2.87. Retail Khatulistiwa should improve the quality of the merchandise that will be offered to consumers, not only seen from the aspect of diversity /variety of products offered, but more than that should be able to apply the concepts of terminology The 5 Right of merchandising that includes: Merchandise Right, Right Place, Right quantities, Right Time and Right price. Retail Khatulistiwa should improve all facilities and systems supporting the poor layout. Expected to retail Khatulistiwa will be able to provide the service Personal Shopper, the retail company staff serving customers over the phone and set up items that will stay orders taken by the customer.

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