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Advances in Social Sciences Research Journal – Vol. 8, No. 8
Publication Date: August 25, 2021
DOI:10.14738/assrj.88.10611. Yanti, V. A., Ong, D., & Sofyanty, D. (2021). Analysis of the Effect of Location on Consumer Behavior Shopping (Case study : At
Grandlucky Superstore Jakarta). Advances in Social Sciences Research Journal, 8(8). 99-104.
Services for Science and Education – United Kingdom
Analysis of the Effect of Location on Consumer Behavior Shopping
(Case study : At Grandlucky Superstore Jakarta)
Vera Agustina Yanti
Universitas Bina Sarana Informatika
Danny Ong
Universitas Bina Sarana Informatika
Devy Sofyanty
Universitas Bina Sarana Informatika
ABSTRACK
This Study to determine the effect of lovation on Consumer Shopping Behaviour of
Grandlucky Superstore Jakarta. The formulation of the problem in this study is
whether there is an influence between the location of consumer shopping behavior
at grandlucky Superstore Jakarta . The Population in this study were consumers at
Grandlucky Superstore Jakarta , the determination of the number of samples using
the slovin formula obtained a sample of 50 people. The variables examined in this
study consisted of location factors as independent variables and consumer
behaviour as dependent variables. The data used in this study were collected using
a questionare that had previously been tesyed for the level of validity and
reliability. Analysis of the research can be done using a linear regression formula
and test the coefficient of determinant by using the help of SPSS 23 Software the
result of the correlation coefficient of 0.859 indicate the relationship between
location/ place against consumer behaviour. The determinant test obtained by R
Square is 0.737 or 73 %of the variables of consumer behaviour are influenced by
location / place variables, while remaining 27 persen is influenced by other
factors.the same regression test is obtained by the regression equation Y=
7.105+0.794X, if the location/place coefficient is 0, then the consumer behaviour is
7.105
Keyword : Location/ Place, Consumer Beauviour
INTRODUCTION
The process of developing the business world which is increasingly rapid has led to increasingly
fierce market competition. With this market competition, a company's business organization is
required to be able to take appropriate steps to adapt to the dynamic climate change, retail
business or retail business in Indonesia has experienced rapid progress in recent years. This
can be seen from the number of shops, offices, factories and other types of businesses. The
location factor has a major influence on consumer behavior and is a fairly open market
opportunity due to the impact of the rapid economic condition of the community.
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Advances in Social Sciences Research Journal (ASSRJ) Vol. 8, Issue 8, August-2021
Services for Science and Education – United Kingdom
This development resulted in the occurrence of companies that affect people's lives, including
purchasing decisions in big cities. The number of consumers who switch to supermarkets and
supermarkets is an interesting case to be studied. Factors of consumer behavior can be used as
material for solving problems and assisting companies in marketing goods and services. In
choosing a location, it is necessary to consider the environmental factors of the community,
proximity to markets or consumers, proximity to workers, proximity to suppliers and proximity
to public transportation facilities.
The locations occupied by supermarkets are mostly in residential areas, government agencies,
education terminals and sports centers. store atmosphere plays an important role in attracting
consumers to make them comfortable when choosing goods. Granluky superstore Jakarta is one
of the supermarkets under the Sudirman business center which already has a strategic location
because it is located in the city center. The consumers in Grandluky Jakarta are mostly middle
and upper class people and office workers who want to shop practically without any bargaining
like what happens in traditional markets. Based on the above background, the formulation of
the problem in the influence of location factors on consumer shopping behavior location on
consumer behavior in Grandlucky superstore Jakarta.
LITERATURE STUDY
Definition of Marketing
According to Kotler (2014:27) Marketing is a process by which companies create value for
customers and build strong relationships with customers, with the aim of capturing value from
customers in return. Location determination according to Heizer (2015) location is a driver and
revenue, location often has a the power to make the company's business strategy. A very
strategic location aiming to maximize the company's location advantage.According to Berman
(2013) location is a very important factor in the retail mix, choosing the right and strategic
location at an outlet where the business location determines the success of the
business.Consumer Behavior, according to Priansa (2017; 450) states that studying consumer
behavior is not only studying what is bought or consumed, but also where the habits are and
under what conditions goods and services are purchased so that companies will easily achieve
targets in marketing their products.
METHODOLOGY
The research uses three methods, namely (1) Questionnaire Method (2) Observation Method
or observation (3) Literature Study Method. The scope of the research conducted is to limit the
discussion related to location factors that influence consumer shopping behavior at Grandlucky
Supermarket Jakarta so that this research is more specific. The data obtained were then
processed using SPSS version 23. To measure the answers of the respondents, the writer used
a Likert scale and the formula used in this study consisted of validity and reliability tests,
correlation coefficient tests and coefficients of determination tests and multiple linear
regression tests. Data collection techniques were carried out by simple random sampling
technique. With a location at Grandluky Supermarket with a population of all consumers
shopping at Grandlucky using the slovin technique, the sample we use is 50 samples.
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Yanti, V. A., Ong, D., & Sofyanty, D. (2021). Analysis of the Effect of Location on Consumer Behavior Shopping (Case study : At Grandlucky Superstore
Jakarta). Advances in Social Sciences Research Journal, 8(8). 99-104.
URL: http://dx.doi.org/10.14738/assrj.88.10611
RESEARCH RESULTS
Characteristics of Respondents
To determine the characteristics of the respondents, the authors group them into several
characteristics based on
a. Gender
Based on research in the field, respondents with female sex are 33 people with a percentage of
66 percent, with the remaining 17 men with a percentage of 34 percent.
b. Age
Based on the results of research in the field, respondents aged <20 years were 4 people with a
percentage of 8 percent aged 21 to 30 years as many as 16 people, the percentage was 42
percent, while those aged 41-50 years were 7 people, the percentage was 14 percent and > 50
were 2 people total percentage of 4 percent.
c. Last education
Based on the table above, it can be seen that respondents with the latest education in SMA/D3
were 11 people with a percentage of 22 percent, S1 were 21 people, the percentage was 42
percent, masters were 10 people, the percentage was 20 percent, and S3 were 8 people, the
percentage was 16 percent.
d. Marital status
Based on the table above, respondents with unmarried marital status were 21 people with a
total percentage of 42 percent with the remaining married status as many as 29 people with a
total percentage of 58 percent.
Analysis of Location/Place Variables on Consumer Behavior
Before entering into the calculation of the correlation and determination test and the
Regression equation, the instrument was first tested to ensure that the data used was reliable.
The instrument test consists of a validity test and a reliability test
Validity test
The test is done by comparing the calculated r value with r table. The calculated f value is the
result of the correlation of respondents ' answers to each statement in each variable which was
analyzed by the SPSS program with the Pearson correlation method . The value of r table can
be seen in table r with a significance level of 5 percent or equivalent to 0.05 of 0.371. From the
results of data processing, it shows that the calculated r value of all indicators is greater than
the value of r table. This means that all indicators are reliable measuring tools to get valid data
Reliability Test
Reliability is an indicator or questionnaire from calculations using SPSS which can be seen from
the table of existing Cronbach alpha values. SPSS output reliability results can be seen in the
following table