PENGARUH PRODUK, HARGA, TEMPAT, PROMOSI RITEL MODERN TERHADAP KEBERLANGSUNGAN USAHA RITEL TRADISIONAL DI GRESIK
ABSTRACT: This research was
aimed to examine the effect of product, price, place and promotion modern
retail to the business continuity of traditional retail business in Gresik.
This study used questionnaires in making primary data and quantitative
approaches. Tests carried out using multiple linear regression, where the
dependent variable (Y) is the business continuity of traditional retail
business and the independent variable (X) is the product, price, place, promotion
of modern retail. This research sample selected using purposive technique. The sample
was 50 traditional retailers radius of two kilometers of modern retail in
Gresik. Based on F test results showed that the product, price, place and
promotion of modern retail simultaneously significant effect on the
sustainability of traditional retail businesses.
While the t test results showed that it was only on the variable product,
place and promotion that has a significant influence on the sustainability of
traditional retail business while at variable rates have no significant effect
on the sustainability of traditional retail businesses. As we know that modern
retail has the advantage of varied products, strategic location and attractive
promotion of the suggestions from researchers that the traditional retailers
are more creative and innovative in marketing their products and provide better
service to the consumer so that the business can continue to compete with
modern retail and avoid bakruptcy.
Keywords: Product, Price,
Place, Promotion Retail Modern, Traditional Retail, Business continuity
Penulis: Ongky Martha
Dwiyananda, Imron Mawardi
Kode Jurnal: jpmanajemendd151476
