Analisis Pengaruh Lokasi Dan Karakteristik Konsumen Dalam Memilih Minimarket Dengan Metode Regresi Logistik Dan Cart

Abstract

Consumers have many options for shopping their daily needs, both in modern and traditional markets, or retail which especially minimarkets. Thus the competition among minimarket is also very high. Each minimarket has different marketing strategies, because the characteristics of consumers in shopping also vary. Marketing strategy need information from various aspects from consumers, competitors, and products are needed. This study analyze factors that influence the interest of consumers who shop at minimarket. Factor studied is in terms of consumers, both characteristics and location of residence. The data used is the primary data by conducting interviews survey on consumers in the Ngaglik District, Sleman Regency, Special Region of Yogyakarta. The minimarket sample is Indomaret. The method analysis are logistic regression and Classification and Regression Trees (CART). The result indicate that the significant factors that influence to shopping interest with logistic regression method are gender, monthly average expenditure, and location. While the factor plays an important role in CART is also the location. The CART, as a nonparametric method that doesn't have a certain distribution assumption, has higher classification accuracy. This is indicated by the percentage value of classification accuracy in CART is 90%, while logistic regression is 88%.

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