THE INFLUENCE OF MARKETING MIX, STORE IMAGE, STORE ATMOSPHERE, SHOPPING EXPERIENCE ON BUYING INTEREST OF TRANSMART CARREFOUR INDONESIA CONSUMER

• Muhammad Furqan

  Faculty of Management and Business, Business School Of Bogor Agricultural Institute, Indonesia

• Lilik Noor Yuliati

  Faculty of Management and Business, Business School Of Bogor Agricultural Institute, Indonesia

• Dikky Indrawan

  Faculty of Management and Business, Business School Of Bogor Agricultural Institute, Indonesia

The retail business in Indonesia, especially modern retail, is growing quite rapidly. Transmart Carrefour is now a brand that is widely known and recognized by the public by getting the highest TBI (Top Brand Index) score compared to others. The purpose of this study is to analyze the influence of marketing mix, store image, store atmosphere, shopping experience on consumer purchasing interest at Transmart Carrefour Indonesia. The approach used in this study is a quantitative approach with an online survey method to respondents. The population in this study is people who have made purchases at Transmart Carrefour throughout Indonesia. The number of samples used in research using Partial least squares-SEM analysis is at least 30-100 samples. So the researcher decided to use a sample of 100 consumers. The results of the study show that, 1). There is a significant positive influence of marketing mix on purchase interest. The mean value (average) is 4.345. This result indicates that the marketing mix at Transmart Carrefour has been running very well. 2). There is a significant positive influence of store image on purchase interest. The mean value (average) is 4.159. This result indicates that store image at Transmart Carrefour has been running well 3). There is a significant positive influence of store atmosphere on purchase interest. The mean value (average) is 3.934. This result indicates that the store atmosphere at Transmart Carrefour has been running quite well, 4). This result indicates that the store atmosphere at Transmart Carrefour has been running quite well. 4). There is a significant positive influence of shopping experience on purchase interest. The mean value (average) is 4.075. This result indicates that the shopping experience at Transmart Carrefour has been running well.

. A. R. Anastasia, "Pengaruh Store Image Terhadap Minat Beli Konsumen Pada LOKA Supermarket Malang," Doctoral dissertation, Universitas Brawijaya, Malang, Indonesia, 2018.

. R. Anggapratama and D. Irnawati, "Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan di Indomaret Cabang Raya Lettu Suyitno Bojonegoro," Jurnal Alwatzikhoebillah: Kajian Islam, Pendidikan, Ekonomi, Humaniora, vol. 9, no. 2, pp. 341-350, 2023.

. Arlin, "Pengaruh Store Atmosphere, Product Assortment Dan Harga Terhadap Minat Beli Pada Transmart Carrefour Buah Batu Bandung," Jurnal Riset Bisnis dan Manajemen, vol. 8, no. 2, 2018.

. Azhari, "Analisis Pengaruh Ease Of Use, Shopping Experience Dan Advertisement Terhadap Minat Beli E-Commerce Customers Tokopedia di Kota Batam," Scienta Journal, vol. 3, no. 4, 2021.

. H. H. Chang, C. H. Hsu, and S. H. Chung, "The Antecedents and Consequences of Brand Equity in Service Markets," Asia Pacific Management Review, vol. 13, no. 3, 2008.

. Christohn, "The Effect Of Advertising And Sales Promotion Consumer Buying Decision Of Indovision TV Cable Provider," Jurnal EMBA, vol. 6, no. 3, 2018.

. L. H. Daryanto and L. B. Hasiholan, "The Influence Of Marketing Mix On The Decision To Purchase Martabak Setiabudi Pak Man Semarang," Journal of Management, vol. 5, no. 5, 2019.

. E. Dayaningtyas, "Pengaruh Store Atmosphere, Store Image dan Emosi terhadap Minat Beli Konsumen di Pia Mangkok Malang dengan Metode Partial Least Square (PLS)," Doctoral dissertation, Universitas Brawijaya, Malang, Indonesia, 2015.

. K. J. Kim and S. S. Sundar, "Does Screen Size Matter For Smartphones? Utilitarian And Hedonic Effects Of Screen Size On Smartphone Adoption," Cyberpsychology, Behavior, and Social Networking, vol. 17, no. 7, pp. 466-473, 2014.

. L. H. Kwang and Jennifer, "Effect of Pharmacy Store Image on Customer Satisfaction and Customer Loyalty in Over-The-Counter Drug Market," Journal of Marketing Thought, vol. 1, no. 4, pp. 29-44, 2015.

. M. Levy and B. A. Weitz, Retailing Management, 9th ed., New York: McGraw-Hill Education, 2014.

. Luthfiana, "Pengaruh Promosi Penjualan dan E-Service Quality Terhadap Minat Beli Ulang (Studi Pada Pembeli di Marketplace Shopee)," Jurnal Ilmu Administrasi Bisnis, vol. 8, no. 2, pp. 97-104, 2019.

. M. Muthmainnah and P. N. Madiawati, "Pengaruh Bauran Pemasaran Terhadap Minat Beli Ulang Pada Transmart Carrefour Buah Batu Bandung," eProceedings of Management, vol. 6, no. 1, 2019.

. Sugiyono, Metode Penelitian Kuantitatif, Kualitatif, dan R&D, Bandung, Indonesia: Alfabeta, 2015.

. Suharyadi and Purwanto, Statistika untuk Ekonomi dan Keuangan Modern, 2nd ed., Jakarta, Indonesia: Salemba Empat, 2013.

. H. Susanto, Cara Hemat Bulanan Hingga 30%, Jakarta, Indonesia: PT Elex Media Komputindo, 2016.

. G. Syahdiany and O. Trinanda, "Pengaruh Electronic Word Of Mouth Dan Customer Experience Terhadap Brand Trust Transmart Carrefour Kota Padang," Sumber, vol. 30, pp. 70-75, 2019.

• View Article

• Digital Marketing

Copyright (c) 2024 Muhammad Furqan , Lilik Noor Yuliati , Dikky Indrawan

This work is licensed under a Creative Commons Attribution 4.0 International License.