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Lie Heng
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SURVIVAL MARKETING STRATEGY DI ERA NEW WAVE Heng, Lie
MABIS Vol 3, No 2: Desember 2012
Publisher : MABIS

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Abstract

Marketing Experts have stated many marketing theories and concepts in order to help us to understand what and how, as well as how important marketing is for a company in achieving its goal. Marketing terms such as environmental analysis, segmentation, targeting, positioning, differentiation, marketing mix, selling, brand, service, process and the like (etc) have become very familiar for us. However, event though it is easy to search for literature on marketing theory and concept nowadays as we needed them, sometimes, the information we obtain is not as whole, it is as broken as in to pieces, making it hard to comprehend. This paper aims at giving a solid and directed illustration on marketing main elements in today’s world. Changes in market landscape which is full of turbulence, do not threat marketing as a function in a company anymore instead, marketing has developed into more strategic way.
Analisis Faktor-faktor Store Atmosphere yang Mempengaruhi Keputusan PEmbeli Konsumen pada SUpermarket dan Department Store Kaisar di Pontianak Heng, Lie
MABIS Vol 2, No 1: Juli 2011
Publisher : MABIS

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This research was conducted to know the variables of store atmosphere which influence the purchasing decision behaviour of Kaisar Supermarket and Department Store visitors. This research was based on primary data collected from questioners distributed to respondents who are active visitors of Kaisar Supermarket and Department Store. The form of the research was descriptive research and the research method was survey method. Data analysis technique used in this research was quantitative analysis technique using factor analysis method. From the research result, the factors which influence the purchasing decision behaviour of Kaisar Supermarket and Department Store consumers were grouped into Product Display and Decoration factor, Store Facility and Layout factor, Store Physical Condition factor, Parking and Security factor, Building Information and Guide factor, Comfortability and Interior factor, Payment System factor and People.
ANALISIS PENGARUH FAKTOR-FAKTOR KUALITAS PELAYANAN RITEL TERHADAP MINAT MEMBELI KONSUMEN PADA RITEL MODERN CARREFOUR DI PONTIANAK Heng, Lie
MABIS Vol 4, No 1: Juni 2013
Publisher : MABIS

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This study is aimed at determining the factors of retail service quality that affect customer purchase decision on the modern retail Carrefour Pontianak. Data were collected with questionnaires techniques which are arranged in the form of a Likert Scale to 150 respondents who are consumers of modern retail Carrefour in Pontianak by purposive sampling technique. Data collected were then processed with the technique of multiple regression analysis. The study of the five dimensions of retail service quality consisting of service personnel, physical aspects, merchandise, confident, and parking, show that the five overall retail service quality dimensions together influence consumer purchasing decisions significantly. Partially, the factors that influence consumer purchasing decisions are the dimension of the physical aspect, confident and parking
Analisis Diskriminan Perilaku Pengambilan Keputusan Ibu-Ibu Rumah Tangga pada Ritel Modern Hypermart di Pontianak Heng, Lie
MABIS Vol 2, No 2: Desember 2011
Publisher : MABIS

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This research is conducted to find out factors influencing the decision making by the housewives and also to findout whether there are differences in factors influencing the decision making of the groups of housewives who are frequently or seldom to buy products at Hypermart modern retailer in Pontianak. The data is collected through questionaire that is arranged in likert scale and given to 300 respondents who are the consumers of Hypermarket in Pontianak by using purposive sampling technique. The data is then analyzed by using factor analysis technique and discriminant analysis. The result of this research shows that the factors determining the decision making are price, quality, recreational, choices, and the trend. The result of discriminant analysis shows that there are differences in factors determining the decision making in buying between the group that is frequently and the group that is seldom or not frequently in buying products of Hypermart. The defference is caused by the influence of quality and the trend.
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