Majalah Bisnis & IPTEK
Vol 10 No 1 (2017): Bisnis dan Iptek

PENGARUH BAURAN ECERAN (RETAILING MIX) TERHADAP CITRA YANG BERLAKU (CURRENT IMAGE) PADA ALFAMART DUSTIRA CIMAHI

Lungguh Jatmika (STIE Pasundan, Bandung)
Nita Yura Roslina (STIE Pasundan, Bandung)

Article Info

Publish Date
18 Feb 2021

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.

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Journal Info
Majalah Bisnis & IPTEK
Website

Abbrev

bistek

Publisher

Sekolah Tinggi Ilmu Ekonomi Pasundan Bandung

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Related to the fields of Accounting and Management as well as the Context of Business and Science and Technology in Indonesia, also intended as a medium of communication between academics who are interested in business and science and technology studies from the point of view of accounting and ...