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Library's collection Library's IT development CancelBased on the analysis of International Marketing Division in PT Insera
Sena, currently the sales performance of Rodalink Jurong East is still not good,
which might be due to its poor store environment. Therefore, this thesis is made to
analyze, whether Rodalink Jurong East has poor store environment, and whether
good store environment significantly influences customer's buying intention
toward Polygon products. Using quantitative research, this research involves
nominal, ordinal, and interval of data that are collected through distributing
questionnaires covering 100 respondents with simple random sampling method.
As the analytical method, the writers applied GAP Analysis and also Multiple
Regression Analysis. From this method, the writers found out that Rodalink
Jurong East does have poor store environment management, and also that good
store environment significantly influences the customer's buying intention in
Rodalink Jurong East Singapore. After analysis done, it can be concluded that the
analysis of International Marketing Division in PT Insera Sena is right. Rodalink
Jurong East has poor store environment and Store Layout is the only one variable
that significantly influences the customer's buying intention. Therefore, the
writers propose 'Shop in Shop' concept to improve the store environment in
Rodalink Jurong East.