IMPLEMENTATION OF DISCRIMINANT ANALYSIS IN DETERMINING OFFLINE AND ONLINE CONSUMER SHOPPING BEHAVIOR IN RETAIL MARKET
DOI:
https://doi.org/10.61841/sekp2h28Keywords:
Consumer Preferences, Shopping Behavior, Retail mix, Brand imageAbstract
The purpose of this research is to know the factors of retail mix and brand image in forming consumer preference and to know trend of offline and online shopping behavior. The data used in this study is the primary data by questionnaire. This questionnaire consists of six variables of retail mix: service quality, product diversity, price, promotion, store atmosphere, and brand image with the total number of statements that are thirty-two statements and have been tested for validity and reliability. Samples taken as many as 300 respondents. The analytical method used is discriminant analysis. Based on the calculation of the whole analysis it can be concluded that product diversity and store atmosphere are variables affecting consumer behavior in offline and online shopping on retail business and shopping behavior trends in retail business leads to offline shopping system.
Downloads
References
1 Amir, Taufiq.M,( 2004), Retail Management, (1st Ed). PPM, Jakarta
2 Ayres, J.. L. Leistritz, and K. Stone (1992). "Rural Retail Business Survival:
Impli¬cations for Community Developers," Journal of the Community Development Society 23, 11-21
3 Berman, Barry and Joel R. Evans, (2001). Retail Management: A Strategic
Approach. Upper Saddle River :Prentice Hall Intl, Inc.
4 Christina Utami W, (2006) Retail Management Strategy and implementation of
Modren Retail, Salemba Empat, Jakarta
5 Cohen, J. (1988), Statistical Power Analysis for the Behavioral Sciences,
Lawrence Erlbaum, Hillsdale, NJ.
6 Collier, J. and Bienstock, C. (2006), “Measuring service quality in e-retailing”,
Journal of Service Research, Vol. 8 No. 3, pp. 260-75.
7 Eroglu, S., Machleit, K. and Davis, L. (2003), “Empirical testing of a model of
online store atmospherics and shopper responses”, Psychology & Marketing, Vol. 20 No. 2, pp. 139-50.
8 Fassnacht, M. and Koese, I. (2006), “Quality of electronic services:
conceptualizing and testing a hierarchical model”, Journal of Service Research, Vol. 9 No. 1, pp. 19-37. Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley,
Reading, MA.
9 Foster Bob,(2008), Retail Management Manajemen Ritel,CV. AlFABETA,
Bandung.
10 Gilbert David, (2006) Retail Markeing Management, Second Edition Prentic
Hall
11 Grewal, D., Levy, M. and Kumar, V. (2009), “Customer experience
management in retailing: an organizing framework”, Journal of Retailing, Vol. 85 No. 1, pp. 1-14.
12 Griffin, D. and O’Cass, A. (2004), “Exploring anti-smoking and anti-drinking
issues in the context of generally accepted consumer theory”, Journal of Nonprofit & Public Sector Marketing, Vol. 12 No.
2, pp. 105-27.
13 Husein Umar, (2002) Marketing Research and Consumer Behavior., Gramedia
Jakarta ,2002
14 Karaev, A. K., Ponkratov, V. V., Masterov, A. I., Pozdnyaev, A. S., Kuznetsov,
N. V. 2020. The analysis of the comparative efficiency of state support for natural gas production: the case of some OECD
and BRICS countries. Entrepreneurship and Sustainability Issues, 7(3), 1778-1789.
15 Kean, Rita;Gaskill, LuAnn;Leistritz, Larry;Jasper, Cynthia;et al, (1998)
“Effects of community characteristics, business environment, Journal of Small Business Management; 36, 2; pg. 45
16 Kotler, Philip, (2012). Marketing Mangement. Prentice-Hall,Inc,Upper Saddle River, New Jersey.
17 Lamb, Charles W.,Hair, Joseph, dan Mc.Daniel, (2001). Marketing PrenticeHall,Inc.
18 Levy & Weitz,( 2001) Retailing Management, 4th edition. New York: Mc.Graw Hill, Irwin
19 Ma’ruf, Hendri, (2002).Retail Marketing. PT Gramedia Pustaka Utama
20 Miller, Nancy J;Kean, Rita C, “Factors contributing to inshopping behavior in rural trade areas: Implications for local retailers, Journal of Small Business Management; Apr 1997; 35, 2; Banking Information Database pg. 80
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
