The objective of this research to know how the influence of Retailing Mix which consist of
product, cost, location, promotion, presentation, personnel to buyer’s decision on mini market
Permata at Kecamatan Balapulang. Retailing Mix is one step of marketing for a successful
company, both in the field production of good or service. Permata is one self-service in good
sales which required to pay attention to consumer’s behavior in taking decision.
This research is quantitative research with survey approach which tried to know how the
influences of retailing mix to buyer’s decision on Permata mini market. The technique of
gathered data there are questionnaire. To test instrument used validities test, reliabilities test,
and classical assumption test. While the technique of data analysis used double linier regency
because variable which is used is more than two variable with F test and t test.
The result of this research shows that product variable (X1), cost (X2), location (X3) promotion
(X4), presentation (X5) and personnel (X6), stimultally have significant influence to buyer’s
decision on Permata mini market (Y). From calculation F test is gathered F count 24,489 with p
value is 0,000 ≤ 0,05. Beside that Adjusted R Square value is 0,587 it means significant level of
free variable to bound variable is 58,7%. And t test is known that partially product, cost,
location,promotion, presentation, and personnel have effect influence significantly to buyer
decision on Permata mini market
