MENGELOLA KEUNGGULAN POSITIONING TOKO

Els Jossi Kliwas, R. H. Sitaniapessy, S. Saptenno

Abstract


This study aims to test and analyze the effect of promotional discounts on store image differentiation and store positioning advantage and its impact on the performance of Ambon Hypermart stores. The sample in this study are consumers who have visited Ambon Hypermart. Data was collected through distributing questionnaires to 150 respondents using purposive sampling technique. While the data analysis (Path Analysis).

The results show that Promotional discounts have a positive and significant influence on Store Image Differentiation and Store Positioning Advantages. It was also found that Store Image differentiation and Store Advantages had a positive and significant effect on the Performance of Ambon Hypermart Store.

Keywords: Promotional Discounts, Store Image Differentiation, Store Positioning Advantages, Store Performance and Path Analysis.


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DOI: http://dx.doi.org/10.30598/manis.v3i1.787

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