ANALISIS PENGARUH BAURAN PEMASARAN RITEL TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN BERBELANJA DI GIANT HYPERMARKET KOTA PEKANBARU

Abstract

This research is to investtigate the influence of merchandise, price, place, promotion, Atmospher, and retail sevice effect on cutomer statisfaction and costumer loyalty. The reserach was done in Pekanbaru in January until
November 2013. Samples of this reserach were the Pekanbaru’s citizen and household needs. Convience sampling became the
research’ choice in sampling method. 250 customer of Giant Hypermarket Pekanbaru was taken as sample. Data analysis technique of path analysis.The results ofthis study indicatethat Merchandise, price, place, Promotion, Atmospher, Retail service indicates
that had positive influence. Ifthe higher Merchandise, price, Location, Promotion, Atmospheric, Retail service, the customer statisfaction is also getting strongerandthroughthecustomersatisfactionvariableswill directly
increasecustomer loyalty. Price and promotion variables showed the most dominant influence than other variables

Keywords: RetailMarketing Mix, CustomerSatisfactionandLoyalty.