Membangun strategi memenangkan pasar persaingan pada toko pakaian di kota Tegal
Abstract : This research is
aimed to find out how far the improvement of store operation excellence, the
increase of store communication effectiveness (visual merchandising), area
trading optimization, focused marketing activity and community involvement have
been built in clothing stores in Tegal city so that the retailers can win
market competition.
This study used a sample of 100 clothing stores in the city of Tegal as
respondents. Respondents' answers to the closed questions about the variables
studied in this study were then analyzed by using Multiple Regression Test
while the answer to the open question was analyzed qualitatively.
The results of this study indicate that increased communication
effectiveness in the shop, focused marketing activities and community
involvement significantly influence the strategy to win the clothing store
retail market in the city of Tegal. For that it should be clothing store
retailers can further improve these three variables to win more competitive
market.
Of the five variables above, the community involvement variable has the
greatest effect for retailers to win the competition market with a score of
0.251. So a retailer to be more active in social activities by providing
compensation to the poor and orphans.
Keywords: Market winning
strategy, excellence store operations, visual merchandising, area trading
optimization, focused marketing activities and community involvement
Penulis: Makmur Sujarwo,
Setyowati Soebroto
Kode Jurnal: jpmanajemendd180198
