Lailatul Barokah, 1116051044 (2015) PERBANDINGAN PERSEPSI KONSUMEN TENTANG KARAKTERISTIK MANAJEMEN TOKO RITEL TRADISIONAL DAN RITEL MODERN (Studi Kasus di Kecamatan Rajabasa Bandar Lampung). Other thesis, Universitas Lampung.
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Abstrak
Abstrak Penelitian ini membahas mengenai perbandingan persepsi konsumen mengenai karakteristik manajemen toko ritel tradisional dan ritel modern di kecamatan Rajabasa Kota Bandar Lampung. Tujuan penelitian ini adalah untuk mengetahui apakah ada atau tidak perbedaan persepsi konsumen tentang lokasi, harga, barang dagang, atmosfer toko adan customer service ritel tradisional dan ritel modern. Tipe peneilitian ini adalah komparatif yang bersifat membandingkan. Populasi dalam penelitian ini adalah masyarakat Rajabasa Kota Bandar Lampung dengan jumlah sampel sebanyak 100 responden. Analisis yang digunakan adalah SPSS – Compere Means - Independent Sample t test Hasil penelitian ini menunjukkan bahwa, dari ketiga variabel penelitian yaitu lokasi, harga dan costumer servis menunjukkan tidak adanya perbedaan persepsi konsumen antara ritel tradisional dan ritel modern. Sedangkan untuk kedua variabel barang dagang dan atmosfer toko menunjukkan ada perbedaan antara persepsi konsumen antara ritel tradisional dan ritel modern. Kata Kunci : Manajemen Toko, Perbandingan, Persepsi dan Ritel. Abstract This study discusses the comparison of consumer perceptions about the characteristics of traditional retail store management and modern retail in the district RajabasaBandar Lampung. The purpose of this study was to determine whether or not the difference in consumer perception of the location, price, merchandise, store atmosphere adan customer service traditional retail and modern retail. This is a comparative peneilitian types that are compared. Population in this research is the public Rajabasa Bandar Lampung with the total sample of 100 respondents. The analysis used was SPSS - compere Means - independent sample t test The results showed that, of the three variables, namely research location, price and customer service showed no differences in consumer perceptions between traditional retail and modern retail. As for the second variable merchandise and store atmosphere showed no differences between consumer perceptions between traditional retail and modern retail. Keywords: Shop Management, Comparison, Perception and Retail.
| Tipe Karya Ilmiah: | Tesis (Other) |
|---|---|
| Subyek: | > HF Commerce |
| Program Studi: | Fakultas ISIP > Prodi Ilmu Administrasi Bisnis |
| Depositing User: | 6599368 . Digilib |
| Date Deposited: | 30 Jul 2015 02:37 |
| Last Modified: | 30 Jul 2015 02:37 |
| URI: | http://digilib.unila.ac.id/id/eprint/11359 |
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