THE EFFECT OF RETAIL MARKETING MIX ON CUSTOMER LOYALTY IN SUPERMARKETS SJS PLAZA LAPAI PADANG

Abstract

The purpose of this research is to know the influence of retail marketing mix to the
costumers loyality at SJS Plaza Store Lapai Padang. The sample of this research was the customers
of sjs plaza store lapai padang, they were 138 customers. The technic sample is purposive sampling.
The type of the data is primary data through distributing the Questionnaires . The data analysis
method is the doubled linear regression . The hypothesis test is using T-test statistic to prove the
influence independent variable to dependent variable according to partial or individual
The result of this research is found that location, product/merchandise, price and the
atmosphere of the product formation have positive influencedto customer loyality,whereas the
promotion has negative influencedto customer loyality.The retail service has negative influenced
into customer loyality atSJS Plaza Store Lapai Padang.
Keywords: location, product / merchandise, price, promotion, the atmosphere in the stores, retail
service, customer loyality