PENGARUH BAURAN PEMASARAN RITEL TERHADAP KEPUASAN PELANGGAN MINIMARKET INDOMARET PERUMAHAN SAWOJAJAR I MALANG
ABSTRACT: The
performance of a retail company is inseparable from the performance attributes
of the marketing mix used by retail companies. The marketing mix is generally
called on a retail company with ritailing mix. Attribute of ritailing mix consists
of product, price, place, promotion, presentation and personnel (6 p). The ritailing
mix is also believed to affect the satisfaction of the company's retail customers.
So in this study is intended to determine the influence of ritailing mix consisting
of attributes of the product, price, place, promotion, presentation and personnel
against modern retail customer satisfaction. This research is the research of
causality, which aims to explain the influence of the change of variable values
in a common variation to the changing value of the variation in one or more other
variables. Methods of analysis used in the study are using the multiple linear regression
method with sampling purposive sampling method. Data from the questionnaire
distributed to 100 customers a minimart Indomaret Sawojajar Housing I Malang
became the primary data source. Based on the results of data analysis
conducted, it was concluded that a variable price, promotion and presentation
which is an attribute of ritailing mix affect significantly to customer satisfaction.
While the variable product, place, and influential significance level personnel
with a different. This research also concluded that an attribute of ritailing
mix are jointly contributing significantly to customer satisfaction with the value
of significance 0,000, and has the value of the influence of 58.6% of customer satisfaction
and the rest is influenced by other variables which are not examined in this
study.
Keywords: Retail,
Retailing Mix, and Customer Satisfaction
Penulis: Rachmat
Agung W
