THE EFFECT OF RETAIL MIX ON LOYALTY THROUGH CUSTOMER SATISFACTION IN PAMELLA SWALAYAN YOGYAKARTA.pdf

Abstract

Customer satisfaction which creates loyalty is an important factor in the success of
the retail trade and retail stores ability to survive. In today's era of the modern market, loyalty
can be determined directly by the customer expectations of products and services offered, or
also by the application of a set of retail marketing mix. The goal of this research is to know
the direct effect of retail marketing mix strategy which consist of product, price, place,
personality, and presentation on customer satisfaction of Pamella Swalayan and to know and
analize the effect of customer satisfaction on customer loyalty. This reseach is quantitative
research. Population on this research is all of Pamella Swalayan’s customers. Sampling set
method is using purposive sampling technic with criteria doing purchase transaction at least
two times a month. Calculation of sampling is using Slovin formula so that obtained 100
samples.The theory used in this research is primary and secondary theory. The method of
data collection is by fill the questionnaires with using Likert scale while the secontary data
obtained by documentation study. The technic of analysis is descriptive and quantitative
analysis. First hypotesis test is using multiple linear regression analysis and the second
hypotesis test is using simple linear regression. The result of this research shows that
simultaneously product, price, place, personality, and presentation have a positive and
significant influences to customer satisfaction in Pamella Swalayan. Partial test shows that
product, place, personality, and presentation have a positive and significant influence to
customer satisfaction . while price in unsignificant effect with customer satisfaction. The
result of this research also shows that customer satisfaction have a positive and significant
influences to customer loyalty. From this research we can know that customer satisfaction is
the most dominant factor that effect to customer loyalty.