摘要：Keyword: Key words: Price, Fittings Products, Convenience Shopping, Location, Service.Abstrack:ABSTRACT :This study aims to analyze of the variables to build the perception of consumers in retail hypermarket in Lebak Bulus, and to know the most dominant variable of consumer perceptions in retail hypermarket in Lebak Bulus.This study took place during June 2009. In this research method used is by distributing a questionnaire addressed to 100 respondents who were randomly selected to fill the questionnaire. The research was conducted at Carrefour and Giant hypermarkets in Lebak Bulus. To determine the relationship between variables, the author uses the calculation method Validity and Reliability Analysis, Factor Analysis and Correlation Analysis with SPSS version 11 analysis tools.After testing, there is one variable that should be eliminated because the variable value is not valid Advertising and Promotions, so that the remaining five variables. There are five variables forming of consumers perception on hypermarket retail in Lebak Bulus in accordance with the order of Variable Price, Location Variable, Variable Fittings Products, Services Variables, and Variable Leisure Shopping.
