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All Journal Acman: Accounting and Management Journal Majalah Bisnis & IPTEK Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Roslina, Nita Yura
STIE Pasundan Bandung
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Library & Information Science

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Journal : Majalah Bisnis

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PENGARUH BAURAN ECERAN (RETAILING MIX) TERHADAP CITRA YANG BERLAKU (CURRENT IMAGE) PADA ALFAMART DUSTIRA CIMAHI Lungguh Jatmika; Nita Yura Roslina
Majalah Bisnis & IPTEK Vol 10 No 1 (2017): Bisnis dan Iptek
Publisher : Pusat Penelitian Dan Pengabdian Masyarakat (P3M) STIE Pasundan Bandung

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Abstract

This study aims to determine how the effects of retail mix of brand image. This research is a quantitative research with descriptive and verifikatif data analysis. Technique of sample determination by using accidental sampling counted 30 respondents. The results showed that the retail mix entered in both categories and brand image entered in either category. The effect of retail mix on brand image amounted to 43.56%. It is stated that the formation of the current on Alfamart Dustira Cimahi also determined by other factors of 56.44% which is not examined in this study. Keywords: retail mix, brand image.
Co-Authors Aditia Aditia Ester Manik Jatmika, Lungguh Jatmika, Lungguh Komara, Anton Tirta Rahman, Robbi Saepul Satria, Rd. Okky Tika Aswati Zulfikar, Vicky Achmad