Pengaruh Retail Mix terhadap Kepuasan Konsumen di Swalayan Putra Baru Bandar Jaya

Abstract

The purpose of this research was to know the effect on the retail mix which included location, merchandise, price, promotion, service and athmosphere on customer stratification in Swalayan Putra Baru Bandar Jaya. The methodused in this research was descriptive verification, ex post facto approach and survey method. The reaserch subjects were the consumer of Swalayan Putra Baru Bandar Jaya. The hypotheses analyzes by using simple linear regression and multiple linear regression. The results showed that there was an influence of retail mix covering the location, merchandise, price, promotion, service, and store athmosphere on customer stratification.

Penelitian ini bertujuan untuk mengetahui pengaruh retail mix yang meliputi lokasi, barang dagang, harga, promosi, pelayanan dan suasana tokonterhadap kepuasan konsumen di Swalayan Putra Baru Bandar Jaya. Metode yang digunakan dalam penelitian ini adalah metode diskritif verifikatif dengan pendekatan ex facto dan metode survey. Pengujian hipotesis menggunakan regresi linear sederhana dan regresi linear ganda. Hasil penelitian menunjukkan bahwa ada pengaruh retail mix yang meliputi lokasi, barang dagang, harga, promosi, pelayanan dan suasana toko terhadap kepuasan konsumen.

Kata kunci: retail mix, kepuaan konsumen, swalayan putra baru