DETERMINAN CITRA TOKO RITAIL: STUDI DI DIY

Retail trade is the sale of goods or services directly to final consumers for personal consumption purposes and / or family. The increasing number of small-scale retail outlets such as minimarket located in every corner of urban shows the growing retail business opportunities and increasing competition in the industry today. One of the minimarket is being very tight competition today is Alfamart and Indomaret. This study aimed to identify the factors that influence consumers 'perception of store image and analyze consumers' assessment of the image of the store two retail outlets, namely Alfamart and Indomaret. Data were collected using a questionnaire distributed to 200 respondents spread done in Special Region of Yogyakarta (DIY). The data used is quantitative data where the data is in the form of numbers and numbers. The analytical tool used is factor analysis and Paired Sample T test, in which the factor analysis is a statistical analysis that aims to identify, classify, and summarize the factors that constitute a variable dimension, and the definition of a particular phenomena. While Paired Sample T test was used to determine whether there are differences in consumers' perception of the value of the variable product, service, atmosphere, POP communication, and involvement Alfamart shopping and Indomaret Results of Paired Sample T test analysis showed that the dimensions of the atmosphere and support staff employees Alfamart and Indomaret have significant differences. (Ho is rejected). While the other seven dimensions, namely product quality, product structuring, service, comfort, given informative displays, product awareness, and an exclusive display. (Ho is accepted)