Paramarta, PandhegaDyokara (2015) Analisis Persepsi Dan Motivasi Konsumen Terhadap Ritel Modern Dan Ritel Tradisional (Studi Pada Konsumen Toko Tamanan Dan Alfamart Ki Mangun Sarkoro Di Kabupaten Tulungagung). Sarjana thesis, Universitas Brawijaya.
Abstract
Keberadaan ritel tradisional dan ritel modern dipandang secara berbeda oleh masing-masing konsumennya. Hal tersebut tidak lepas dari prespektif yang didapat konsumen melalui pengalaman dan perasaan konsumen ketika berbelanja di masing-masing ritel tersebut. Beberapa perspektif tersebut terkait masalah pelayanan, harga dan fasilitas seperti AC, parkir, CCTV, serta kebersihan toko. Kemudian konsumen dari masing-masing ritel tersebut juga mempunyai motivasi yang beragam dalam keputusan membelinya dalam ritel-ritel tersebut. Metode kualitatif digunakan untuk menganalisis motif-motif dan alasan konsumen tersebut dalam memutuskan tempat berbelanja. Berbagai alasan seperti alasan rekomendasi keluarga, harga yang lebih murah serta fasilitas lebih yang ditawarkan dalam ritel menjadi pertimbangan konsumen dalam melakukan keputusan pembelian. Lebih lanjut masing-masing konsumen menyatakan kecenderungannya lebih suka untuk berbelanja di ritel tradisional atau ritel modern.
English Abstract
The existence of traditional retail and modern retail has been viewed differently by each of its consumers. It is not separated from the consumers’ perspective that is gained through experience and feelings of consumers when shopping at each retail store. Some perspectives are related to the issues of service, price and amenities such as air conditioning, parking, CCTV, as well as the cleanliness of the store. Consumers of each of these retailers also have diverse motivations in the decision to buy in retailers. Qualitative methods were used to analyze the motives and reasons of consumers in deciding where retailers store to shop at. Various reasons like family recommendation, cheaper prices and more amenities offered in store, becoming consideration for consumers in making purchasing decisions. Furthermore, each consumer was stating their preference whether to shop in traditional retail or modern retail.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2015/500/ 051506219 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Kustati |
| Date Deposited: | 09 Sep 2015 10:52 |
| Last Modified: | 09 Sep 2015 10:52 |
| URI: | http://repository.ub.ac.id/id/eprint/108107 |
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