MENGELOLA KEUNGGULAN POSITIONING TOKO (STORE POSITIONING ADVANTAGE) (STUDI EMPIRIS : HYPERMART AMBON)
Keywords:
Promotional Discounts, Store Image Differentiation, Store Positioning Advantages, Store Performance and Path Analysis.
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.
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References
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Jiménez,J.A. Mondéjar-, Millat,I.
Esteban-.(2015). Mixed Assortments
Vs. Store Brand-Only Assortments:
The Impact Of Assortment
Composition And Consumer
Characteristics On Store Loyalty
Aghazadeh,Hashem.(2015). Strategic
Marketing Management: Achieving
Superior Business Performance
Through Intelligent Marketing
Strategy.
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Cesar and David Trounce
(2006),“Retailer Promotion
Profitability: The Role of Promotion,
Brand, Category,and Market
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Marketing Research, 43 (4), 518–35.
Bogomolova,Svetlana, Szabo,Marietta,
Kennedy,Rachel.(2017). Retailers'
and manufacturers' price-promotion
decisions: Intuitive or evidencebased?
Briesch, Richard, Pradeep K. Chintagunta
and Edward J. Fox (2009), “How
DoesAssortment Affect Grocery Store
Choice?,” Journal of Marketing
Research,46 (April), 176–89.
Ejrami,Mohsen, Salehia,Nader,
Ahmadian,Sahar.(2016). The Effect of
Marketing Capabilities on
Competitive Advantage and
Performance with Moderating Role of
Risk Management in Importation
Companies.
ERDİL,T. Sabri.(2015). Effects Of
Customer Brand Perceptions On Store
Image And Purchase Intention: An
Application In Apparel Clothing
Fader, Peter S. and Bruce G.S. Hardie
(1996), “Modeling Consumer
ChoiceAmong SKUs,” Journal of
Marketing Research, 33 (November),
442–52.
Familmaleki,Mahsa, Aghighi,Alireza,
Hamidi,Kambiz.(2015). Analyzing
The Impact Of Promotion Mix On
Consumer’s Purchase Decision.
Faryabi,Mohammad, Sadeghzadeh,Kousar,
Economics and Saed,Mortaza 2012.
The Effect of Price Discounts and
Store Image on Consumer’s Purchase
Intention in Online Shopping Context
Case Study: Nokia and HTC
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Dan Potongan Harga Terhadap Citra
Toko Dan Dampaknya Terhadap Niat
Beli Konsumen Produk Smartfren
Andromax Di Surabaya
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Pancras,Joseph, Talukdar,Debabrata
.2017. An Empirical Analysis of the
Impact of Promotional Discounts on
Store Performance.
Gauri, Dinesh, K. Sudhir and Debabrata
Talukdar (2008), “The Temporal
andSpatial Dimensions of Price
Search: Insights from Matching
HouseholdSurvey and Purchase
Data,” Journal of Marketing
Research, 45 (2), 226–40.
Hosken, Dale and David Reiffen (2007),
“Pricing Behavior of
MultiproductRetailers,” The B.E.
Journal of Theoretical Economics, 7
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Khaeriyyah,Nadiyah.(2010). Analisis
Pengaruh Promosi Terhadap
Positioning Restoran Fast Food
Merek Kentucky Fried Chicken (Kfc)
Di Kota Bogor.
Lam, Shun Y., Mark Vandenbosch, John
Hulland and Michael Pearce
(2001),“Evaluating Promotions in
Shopping Environments:
Decomposing Sales Response into
Attraction, Conversion, and Spending
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194–215.
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Pengaruh Strategi Positioning
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Konsumen Starbucks Coffee Di
Makassar.
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Ogunsiji,Amos.(2011). Effect of Sales
Promotion as a Tool on
Organizational Performance (A case
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Prasetya,Frendy.(2011). Analisis Pengaruh
Diferensiasi, Promosi, Dan
Positioning Terhadap Keputusan
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Sepeda Motor Merek Honda Di
Semarang).
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Indonesia. Fakultas Ekonomi
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PutraSukawati,Cokorda Gde Mandhara Dan
Jatra,I Made.(2015). Pengaruh
Strategi Diferensiasi Terhadap Upaya
Membangun Keunggulan Daya Saing
Berkelanjutan Pada Hotel The Royal
Pitamaha Ubud
Rahayu,Mintari, Hussein,Ananda Sabil,
Aryanti,Rian. (2016).Analisis
Pengaruh Citra Toko, Citra Merek
ProdukPrivate Label, dan NilaiYang
Persepsikan Terhadap Loyalitas
Pelanggan (Studi pada
PelangganGiantdi Kota Malang)
Santini,Fernando de Oliveira,
Sampaio,Cláudio Hoffmann,
Perin,Marcelo Gattermann, Vieira,
Valter Afonso.(2017). An analysis of
the influence of discount sales
promotion in consumer buying intent
and the moderating effects of
attractiveness.
Satyo,Maya Ferdina dan
Suprihhadi,Heru.2013. Pengaruh
Diskon Harga, Merek Produk Dan
Layanan Pelanggan Terhadap
Keputusan Pembelian Garmen
Sina,Kit Yeng, Osman,Abdullah,
Salahuddin,Shahrul Nizam,
Abdullaha,Safizal, Limd,Yi Jin dan
Sim,Choon Ling.(2016). Relative
Advantage and Competitive Pressure
towards Implementation of Ecommerce: Overview of Small and
Medium Enterprises (SMEs)
Srinivasan,Shuba, Pauwels,Koen,
Hanssens,Dominique M.,
Dekimpe,Marnik G. 2004. Do
promotions benefit manufacturers,
retailers or both?
Talukdar, Debabrata, Dinesh K. Gauri and
Dhruv Grewal (2010), “An Empiri-cal
Analysis of the Extreme Cherry
Picking Behavior of Consumers in
theFrequently Purchased Goods
Market,” Journal of Retailing, 86 (4),
336–54.
Jiménez,J.A. Mondéjar-, Millat,I.
Esteban-.(2015). Mixed Assortments
Vs. Store Brand-Only Assortments:
The Impact Of Assortment
Composition And Consumer
Characteristics On Store Loyalty
Aghazadeh,Hashem.(2015). Strategic
Marketing Management: Achieving
Superior Business Performance
Through Intelligent Marketing
Strategy.
Ailawadi, Kusum, Bari Harlam, Jacques
Cesar and David Trounce
(2006),“Retailer Promotion
Profitability: The Role of Promotion,
Brand, Category,and Market
Characteristics,” Journal of
Marketing Research, 43 (4), 518–35.
Bogomolova,Svetlana, Szabo,Marietta,
Kennedy,Rachel.(2017). Retailers'
and manufacturers' price-promotion
decisions: Intuitive or evidencebased?
Briesch, Richard, Pradeep K. Chintagunta
and Edward J. Fox (2009), “How
DoesAssortment Affect Grocery Store
Choice?,” Journal of Marketing
Research,46 (April), 176–89.
Ejrami,Mohsen, Salehia,Nader,
Ahmadian,Sahar.(2016). The Effect of
Marketing Capabilities on
Competitive Advantage and
Performance with Moderating Role of
Risk Management in Importation
Companies.
ERDİL,T. Sabri.(2015). Effects Of
Customer Brand Perceptions On Store
Image And Purchase Intention: An
Application In Apparel Clothing
Fader, Peter S. and Bruce G.S. Hardie
(1996), “Modeling Consumer
ChoiceAmong SKUs,” Journal of
Marketing Research, 33 (November),
442–52.
Familmaleki,Mahsa, Aghighi,Alireza,
Hamidi,Kambiz.(2015). Analyzing
The Impact Of Promotion Mix On
Consumer’s Purchase Decision.
Faryabi,Mohammad, Sadeghzadeh,Kousar,
Economics and Saed,Mortaza 2012.
The Effect of Price Discounts and
Store Image on Consumer’s Purchase
Intention in Online Shopping Context
Case Study: Nokia and HTC
Galih Wahyu Utomo .2015. Pengaruh Iklan
Dan Potongan Harga Terhadap Citra
Toko Dan Dampaknya Terhadap Niat
Beli Konsumen Produk Smartfren
Andromax Di Surabaya
Gauri,Dinesh K., Ratchford,Brian,
Pancras,Joseph, Talukdar,Debabrata
.2017. An Empirical Analysis of the
Impact of Promotional Discounts on
Store Performance.
Gauri, Dinesh, K. Sudhir and Debabrata
Talukdar (2008), “The Temporal
andSpatial Dimensions of Price
Search: Insights from Matching
HouseholdSurvey and Purchase
Data,” Journal of Marketing
Research, 45 (2), 226–40.
Hosken, Dale and David Reiffen (2007),
“Pricing Behavior of
MultiproductRetailers,” The B.E.
Journal of Theoretical Economics, 7
(1) (Article 39).
Khaeriyyah,Nadiyah.(2010). Analisis
Pengaruh Promosi Terhadap
Positioning Restoran Fast Food
Merek Kentucky Fried Chicken (Kfc)
Di Kota Bogor.
Lam, Shun Y., Mark Vandenbosch, John
Hulland and Michael Pearce
(2001),“Evaluating Promotions in
Shopping Environments:
Decomposing Sales Response into
Attraction, Conversion, and Spending
Effects,” MarketingScience, 20 (2),
194–215.
Mustain,Hasma Laely. (2012). Analisis
Pengaruh Strategi Positioning
Terhadap Keputusan Pembelian Pada
Konsumen Starbucks Coffee Di
Makassar.
Odunlami,Ibojo Bolanle dan
Ogunsiji,Amos.(2011). Effect of Sales
Promotion as a Tool on
Organizational Performance (A case
Study of Sunshine Plastic Company)
Prasetya,Frendy.(2011). Analisis Pengaruh
Diferensiasi, Promosi, Dan
Positioning Terhadap Keputusan
Pembelian (Studi Pada Pelanggan
Sepeda Motor Merek Honda Di
Semarang).
Purnama,Nursya’bani dan Setiawan,Hery.
2003. Analisis Pengaruh SumberSumber Keunggulan Bersaing Bidang
Pemasaran Terhadap Kinerja
Perusahaan Manufaktur Di
Indonesia. Fakultas Ekonomi
Universitas Diponegoro Semarang.
PutraSukawati,Cokorda Gde Mandhara Dan
Jatra,I Made.(2015). Pengaruh
Strategi Diferensiasi Terhadap Upaya
Membangun Keunggulan Daya Saing
Berkelanjutan Pada Hotel The Royal
Pitamaha Ubud
Rahayu,Mintari, Hussein,Ananda Sabil,
Aryanti,Rian. (2016).Analisis
Pengaruh Citra Toko, Citra Merek
ProdukPrivate Label, dan NilaiYang
Persepsikan Terhadap Loyalitas
Pelanggan (Studi pada
PelangganGiantdi Kota Malang)
Santini,Fernando de Oliveira,
Sampaio,Cláudio Hoffmann,
Perin,Marcelo Gattermann, Vieira,
Valter Afonso.(2017). An analysis of
the influence of discount sales
promotion in consumer buying intent
and the moderating effects of
attractiveness.
Satyo,Maya Ferdina dan
Suprihhadi,Heru.2013. Pengaruh
Diskon Harga, Merek Produk Dan
Layanan Pelanggan Terhadap
Keputusan Pembelian Garmen
Sina,Kit Yeng, Osman,Abdullah,
Salahuddin,Shahrul Nizam,
Abdullaha,Safizal, Limd,Yi Jin dan
Sim,Choon Ling.(2016). Relative
Advantage and Competitive Pressure
towards Implementation of Ecommerce: Overview of Small and
Medium Enterprises (SMEs)
Srinivasan,Shuba, Pauwels,Koen,
Hanssens,Dominique M.,
Dekimpe,Marnik G. 2004. Do
promotions benefit manufacturers,
retailers or both?
Talukdar, Debabrata, Dinesh K. Gauri and
Dhruv Grewal (2010), “An Empiri-cal
Analysis of the Extreme Cherry
Picking Behavior of Consumers in
theFrequently Purchased Goods
Market,” Journal of Retailing, 86 (4),
336–54.
Published
2019-08-14
How to Cite
Kliwas, E. J., Sitaniapessy, R. H., & Saptenno, S. (2019). MENGELOLA KEUNGGULAN POSITIONING TOKO (STORE POSITIONING ADVANTAGE) (STUDI EMPIRIS : HYPERMART AMBON). Manis: Jurnal Manajemen Dan Bisnis, 3(1), 1-41. https://doi.org/10.30598/manis.3.1.1-41
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Articles
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