Pengaruh Retailing Mix terhadap Kepuasan Pelanggan serta Dampaknya terhadap Loyalitas Pelanggan Brastagi The Five Star Supermarket Jl. Gatot Subroto Medan

Abstract

In this modern era, trade as the process of meeting human need has a rapid development. Currently, goods/services traded have been through a series of distribution chain process. One of the most developing distribution chains is retail business. The retail businessmen are facing the allocation of fund for two very impoprtant purposes of marketing - to attract new customers or to maintain existing customers. The attempt to improve customers' loyalty starts with paying attention to the level of consumer satisfaction. The best approach to maintain customers' loyalty is by providing high value and level of satisfaction to the customers. Retail marketing strategy is to determine target market and then develop the reatailing mix that can meet the need of market target chosen. This retailing mix is developed in accordance with the market target to meet their need that can create customer satisfaction and loyalty to the retail company. Brastagi The Five Star Supermarket is a local retail company established at 288 JI. Gatot Subroto Medan in 2006. Brastagi The Five Star Supermarket is regarded being successful because it can grow and develop in the middle of the competition between the big national and international retail companies. The purpose of this study was to find out and analyze the influence of Retailing Mix consisting of Product, Price, Place, Presentation and Personnel on the satisfaction of the customers of Brastagi The Five Star Supermarket and to find out and analyze the influence of customer satisfaction on the loyalty of the customers of Brastagi The Five Star Supermarket. The data for this study were obtained through documentation study and distributing questionnairs to 100 samples. The data obtained were analyzed through descriptive analysis, inferential statistic analysis using multiple linear regression analysis and simple linear regression analysis. The result of this study showed that simultaneously Retailing Mix had influence on Customer's Satisfaction. Partially, Product, Place and Personnel had positive and significant influence on Satisfaction while Price and Presentattion had positive but insignificant influence. Customer's satisfaction had positive and significant influence on Customer's Loyalty.