PENGARUH RETAIL MIX TERHADAP KEPUASAN PELANGGAN DI TOKO SWALAYAN TUREN SQUARE MALANG
| Main Author: | ROLISTA, YUAN ANDIKA |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2014
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/20341/1/jiptummpp-gdl-yuanandika-36615-1-pendahul-n.pdf http://eprints.umm.ac.id/20341/2/jiptummpp-gdl-yuanandika-36615-2-babi.pdf http://eprints.umm.ac.id/20341/3/jiptummpp-gdl-yuanandika-36615-3-babii.pdf http://eprints.umm.ac.id/20341/ |
Daftar Isi:
- In the face of stiff competition in the retail business, it needs a strategy to attract consumers to buy. Implementation of appropriate retail mix will be able to satisfy consumers, so consumers interested in purchasing. Supermarkets Turen Square is one of the supermarkets in the Turen district is implementing a strategy ritail mix very well. This study aims to determine the effect of the retail mix that includes, price, location, merchandise assortment, communication mix, store design and display, and customer service to customers satisfaction in Turen Square, as well as determine which variables influence the retail mix dominant. In the research method used here is a survey research methods, namely by processing data obtained from questionnaires by consumers and analyze and draw conclusions on the results. The population in this study is that consumers who've come or visit the grocery store Turen Square is more than 3 times. The sample used was 100 respondents. The analytical tool used is multiple linear regression method. The results of multiple linear regression analysis concluded that the retail mix that includes the price,location, merchandise assortment, communication mix, store design and display, and customer service affect customer satisfaction in Turen Square store, either simultaneously or partially. Price is a variable retail mix dominant influence on customer satisfaction in the store Turen Square.