MARKETING STRATEGIES WITH AIDAR PATTERNS (AWARNESS, INTEREST, DESIRE, ACTION, RETENTION) FOR TRADITIONAL RETAILS TO COMPETE WITH MODERN RETAILS
This study aims to determine the competitive level of traditional retail and to formulate the right strategy so that traditional retailers can compete with modern retailers. The object of this research is the traditional retail consumers in Sidoarjo, East Java, Indonesia. This research uses purposive sampling . The sampling criteria are as follows: over 17 years old and have bought at traditional retail and modern retail in the Sidoarjo City area. The number of samples used is 60 respondents as the population in the city of Sidoarjo. The data analysis tools used are Importance-Performance Analysis, Fish Bone Diagram , and SWOT (Strengths, Weakness, Opportunities, Threaths) analysis. The results of the identification of the competitive ability of traditional retail are that traditional retail has not been able to compete with modern retail. Evidence that traditional retail has not been able to compete, seen from the average value of implementation which is lower than the average value of expectations. The average value of implementation is 1.79. The mean value of the expectation is 2.51. The variables considered to see the level of competitive ability of traditional retailers are Reliability, responsiveness, Confidence, Empathy, and Physical appearance of traditional retail. The strategies used to improve the competitive ability of traditional retailers are: first, the SO Strategy consists of improving service quality and Research and development. Second, the WO Strategy consists of capital strength, promotion, quality development of human resources and increasing the morale of human resources. Third, ST Strategy consists of service optimization. Fourth, the WT Strategy consists of community development and cooperation with other traditional retailers and modern retailers. With the AIDAR (Awareness, Interest, Desire, Action, Retention) pattern, the above alternative strategies must be implemented to increase the competitive ability of traditional retailers.
Arfimansyah, Agung & Fatimah, Feti. 2011. Analysis of Housewife Behavior on Shopping Decisions at Modern Retail in Jatiroto Lumajang District. Jember.
Gitlow, Howard, Alan Oppenheim & Rosa Oppenheim. 1995. Quality Management: Tools and Methods for Improvement. Irwin McGraw-Hill. Kotler, Philip. 2007. Marketing Management Revised Edition. Translation. PT Prenhalindo. Jakarta.
Ma'ruf, Hendri. 2005. Retail marketing. Jakarta: PT Gramedia Pustaka Utama. Primary, Andika. 2005. Analysis of Factors Affecting Consumer Attitudes in Shopping at Alfamart in Kepanjen District, Blitar City, Jember.
Rangkuti, Freddy. 1997. SWOT Analysis, Dissecting Business Case Techniques: Reorientation of Strategic Planning Concepts to Facing the 21st Century. PT, Gramedia Pustaka Utama. Jakarta. . 2002. Measuring Customer Satisfaction. PT. Gramedia Pustaka Utama, Jakarta.
Sujana, Asep ST. 2004. A New Paradigm in Modern Retail Management. Graha Ilmu. Yogyakarta. Supranto, J, 2001. Business Research Methodology. Erlangga. Jakarta Swa, 24/XXIII/ 8 – 21 November 2007
Regulation of The President of The Republic of Indonesia Number 112 of 2007 Concerning Arrangement and Development of Traditional Markets, Shopping Centers and Modern Store.
https://accurate.id/marketing-manajemen/strategi-pemasaran-to-attract-and maintain- customer/
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.