Sari, Devi Nurindah (2018) Analisis Tata Letak Pada Bisnis Ritel Melalui Pendekatan Perilaku Konsumen (Studi Kasus Di Kpri Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan bisnis ritel di Indonesia kian pesat di tahun 2017 menuntut peritel agar memperhatikan faktor yang mempengaruhi keputusan pembelian konsumen. Faktor tersebut salah satunya yaitu tata letak produk yang strategis dan tepat. Tata letak yang tepat dapat diketahui dari pola perilaku konsumen. KPRI UB salah satu koperasi yang menjalankan bisnis ritel. Tata letak yang telah diterapkan oleh KPRI UB menunjukkan beberapa kelemahan seperti penempatan snack eceran di tempat yang berbeda dan berjauhan. Produk souvenir yang tercampur dengan produk peralatan rumah tangga, dan lain-lain. Data pembelian konsumen dapat digunakan untuk mengetahui pola perilaku konsumen menggunakan metode Market Basket Analysis (MBA). MBA yaitu metode yang dapat menganalisis hubungan antar produk – produk yang cenderung dibeli oleh konsumen. Hubungan tersebut dilihat dari tiga parameter yaitu support factor, confidence factor, dan improvement ratio. Hasil penelitian menunjukkan terdapat 48 pasang produk yang valid untuk dijadikan petunjuk dalam penyusunan tata letak baru. Beberapa produk bernilai support tinggi diletakkan dekat dengan pintu masuk dan area kasir guna memicu konsumen datang. Produk makanan dengan nilai confidence tinggi disebarkan merata di sisi kiri toko dan produk non-makanan di sisi kanan toko. Produk yang tidak lolos dalam penyaringan diletakkan di tengah ruangan agar mudah terlihat dan dijangkau konsumen.
English Abstract
The development of retail business in Indonesia increase rapidly in 2017 requires the retailers to pay attention to consumer’s factor of buying decision. One of those factor is proper and strategic product layout. The exact layout can be seen from the pattern of consumer behavior. KPRI UB is one of the cooperatives that runs a retail business. Layout that has been applied by KPRI UB shows some weaknesses such as the place of snacks put on many places and far apart, souvenir products are mixed with home appliances products, etc. Consumer purchasing data can be used to find out the pattern of consumer behavior using Market Basket Analysis (MBA) method. MBA is a method that could analyze relation among products that tend to be purchased by consumers. The relationship shown by three parameters, they are support factor, confidence factor, and improvement ratio. The result of research showed there are 48 pairs of valid products that can be guidance to build new product layout. Products whose high support factor value put close to the entrance door and cashier area to attract consumer to come. Food products with high confidence factor value are spread on the left side of the store and non-food products are spread on the right side of the store. Products that do not pass in screening phase are placed in the middle of room for easy to find and reach by consumers.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/423/051809141 |
| Uncontrolled Keywords: | Tata letak, Perilaku konsumen, Market basket analysis, Support,Confidence, Improvement ratio, : Layout, Consumer behavior, Market basket analysis, Support, Confidence, Improvement ratio |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.87 Marketing channels |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Apr 2019 07:39 |
| Last Modified: | 20 Oct 2021 06:19 |
| URI: | http://repository.ub.ac.id/id/eprint/163047 |
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