PENGARUH RETAIL MIX TERHADAP KEPUASAN PELANGGAN PADA FOODMART PRIMO LIPPO MALL KUTA
ABSTRACT: A strategy that
retail businesspeople can use to win the competition is by applying the right
retail mix strategy. Elements of the retail mix can be combined and combined in
such a way as to satisfy and retain existing customers. The purpose of this
research is to explain the influence of retail mix simultaneously and partially
to customer satisfaction at Foodmart Primo Lippo Mall Kuta. The research
subjects were all Foodmart Primo Lippo Mall customers in Kuta, with a sample of
115 people. Determination of sample using purposive sampling method, that is
sample determination technique with certain consideration. Data were analyzed
using multiple linear regression analysis technique. The results showed that
the retail mix (price, merchandise, promotion, service, store location, and
store atmosphere) simultaneously and partially significant effect on customer
satisfaction at Foodmart Primo Lippo Mall Kuta. This has the meaning that the
better the application of the retail mix at Foodmart Primo Lippo Mall Kuta then
the increase also the level of customer satisfaction.
Kata kunci: retail mix, kepuasan pelanggan, foodmart primo lippo mall
kuta
Penulis: Adam Hermawan, Kastawan
Mandala
Kode Jurnal: jpmanajemendd180038
