Analisis pengaruh bauran pemasaran eceran terhadap keputusan pembelian pada distro

ABSTRACTThe purpose of research are to determine whether there is a simultaneous influence between the retail marketing mix consisting of, product, price, place, promotion, in-store atmosphere and service to purchase decision at Resist Wear Turen Malang Distribution and to find out whether there is partial influence between the mix marketing consisting of, product, price, place, promotion, in-store atmosphere and service to purchasing decision at Resist Wear Turen Malang Distribution. By using analysis tool that is doubled linear regression.Based on research and discussion in this research that can be drawn the conclusion that the retail marketing mix consisting of, product, price, place, promotion, store atmosphere and service to purchase decision at Resist Wear Turen Malang Distribution, can influence simultaneously to decision purchase of Resist Wear Turen Malang Distribution. Mix of retail marketing consisting of, product, price, place, promotion, atmosphere in store and service to purchasing decision at Resist Wear Turen Malang Distribution that can influence partially that is only place and atmosphere in store.Keywords: Retail Marketing Mix and Purchase Decision