Analysis Of Marketing Mix Factors That Determine Consumer Decisions In Choosing Minimarkets For Shopping In Ungasan Village

Abstract

The advantages of minimarkets on marketing mix implementation in Ungasan Village causing the  consumers of grocery store switch their shoping choice to minimarkets, that makes grocery store owners  should implement a marketing mix strategy to be competitive, by studying the behavior of minimarket  consumers. The purpose of this research were to analyze the marketing mix factors that determine  consumer decisions in choosing a minimarket to shop in Ungasan Village and to find out the dominant  factors, which it can be used as references by grocery stores. Research carried in some stages, started  by attribute identification based on marketing mix factors, questionnaire generating, reliability and  validity test, deploy the questionnaire to the consumers of grocery store, data gathering, and data  analyzing. The sampling method used was purposive method with 154 respondents. The data obtained  was then analyzed by using factor analysis. The results showed that there are five marketing mix factors  that determine consumer decisions in choosing minimarkets for shopping in Ungasan Village namely  accessibility factor, employee performance factor, promotion factor, physical evidence factor, and price  factor. The accessibility factor is the dominant factor that determines consumer decisions in choosing a  minimarket for shopping, with the attribute that has the highest correlation value is that the distance of  the mini market is close to the dwelling.