| dc.description.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. | en_US |
