The Impact of Reference Groups And Organized Retail on Marketing Performance Through The Image of Modern Retails in Medan City (Case Study of Alfamart, Alfamidi, and Indomaret)

Abstract

At this time modern retail grows rapidly and will compete with fellow modern retailers and even online retail in Medan city. Competition of retail business can not be dammed, modern society nowadays as advances in information technology and production technology cause rapid economic growth. People's lifestyle shifts towards the modern, in fulfilling the daily needs of society leads to the concept of excellent service and fulfillment needs at retail organized. The purpose of this study is to analyze the influence of reference groups on modern retail image in Medan City, analyze the effect of retail organized retail) to the modern retail image in Medan City, analyzing the influence of reference group on retail marketing performance in Medan City, analyzing whether there is an effect of organized retail on retail marketing performance in Medan City, analyzing the influence of modern retail image on retail marketing performance in Medan City, reference group through modern retail image to retail marketing performance in Medan City, analyzing the effect of organized retail through modern retail image to retail marketing performance in Medan City. The population of this study are consumers who shop at modern retailers Alfa Mart, Alfa Midi and Indomaret in Medan City with a sample size of 204 respondents. Based on consideration of study objectives, this research is descriptive and verifikatif. Descriptive research aims to obtain a description of the variable reference group and retail organized. While verification research aims to determine the relationship between variables through a hypothesis testing using statistical calculations. The result of this research are (1) Reference group have positive and significant influence to modern retail image variable. (2) Organized retail has a positive and significant impact on modern retail image.(3) Reference group has positive and significant influence on retail marketing performance in Medan City (4) Organized retail has positive and significant impact to retail marketing performance in Medan City. (5) Modern retail image has a positive and significant impact on retail marketing performance in Medan City. (6) ariabel reference group indirectly have a positive and significant impact on the performance of retail marketing, through modern retail image variables. (7) Retail variables are organized indirectly have a positive and significant impact on the performance of retail marketing, through modern retail image variables.