PENGARUH VARIABEL BAURAN PEMASARAN RITEL (RETAIL MARKETING MIX) TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PADA MINIMARKET INDOMARET DI KOTA PROBOLINGGO

Abstract

This study is a retail marketing case study on one large retailers in Indonesia. The study entitled Effect of Retail Marketing Mix Variables Against Purchase Decision and Customer Satisfaction In Minimarket Indomaret in Probolinggo City. Object under study is consumers who shop in the city of Probolinggo Indomaret. The research objective was to determine the effect of direct retail marketing mix variables which includes product, price, promotion, service, physical facilities of purchasing decisions as well as indirect influence on customer satisfaction through the purchase decision. Sampling techniques using purposive sampling with the number of respondents as many as 94 people. Analysis tool used is the Path Analysis (Path Analysis). The results of this analysis indicate that the retail marketing mix variables which includes product, price, promotion, service, physical facilities have a significant effect on purchasing decisions. Retail marketing mix variables which includes product, price, promotion, service, physical facilities and purchasing decisions significantly influence consumer satisfaction.