PENGARUH BAURAN PEMASARAN ECERAN TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA LOYALITAS PELANGGAN (Survei Pelanggan Wanita pada PT Ramayana Lestari Sentosa Tbk. Kota Malang)

Triesti Candrawati

Triesti Candrawati

Keywords: Ritail Marketing Mix, Level of Consumers’ Saticfaction, Level of Consumers’Loyalty

Abstract

The development of retail commerce at modern market in Indonesia undergoes such fast development and rapid competition through the involvement of many big companies such as Alfa, Makro, Carrefour, Ramayana, Giant, Hypermart, Hero and so forth. For Indonesia, which has at least 220 million inhabitants and which is added with at least 5 million foreigners visiting Indonesia each year, constitutes potential markets for not only domestic retailers but also foreign retailers. The number of people also determines the success of a retail market. Modern market is a place to sell household utensils (including daily needs), where the sale is undergone either by retailing or by self-servicing .

The aims of this research are 1) to analyze and explain t.e effect of retail marketing mix through Consumers’ Satisfaction; 2) to analyze and explain the effect of consumer marketing through Consumers’ Loyalty; 3) to analyze and explain the effect of Consumers’ Satisfaction through Consumers’ Loyalty.

The sample of this research was 79 female respondents which had done shopping twice at Ramayana Mall Malang. The sampling technique administered was purposive sampling. Questionnaires were the main instrument to collect data. Descriptive-statistics and Path Analysis were applied to analyze the result by using SPSS 15.

The result of research showed that there was such significant effect among the variables of retail marketing mix which are Location, Goods, Price, Promotion, and Atmosphere inside the Store through Consumers’ Satisfaction, while the variable of Retail Service did not affect significantly. Besides, there was significant influence among the variables of Location, Price, Promotion, and Atmosphere inside the Store through the Level of Consumers’ Loyalty, while the variables of Sold Goods and Retail Services did not affect significantly. The result of the research also showed that there was significant influence between Level of Consumers’ Satisfaction and Level of Consumers’ Loyalty.