Jurnal Riset Manajemen dan Bisnis
Vol 7, No 2 (2012): Jurnal Riset Manjemen dan Bisnis

PENGARUH RETAIL MARKETING MIX TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI PEMODERASI

Alfa Santoso Budiwidjojo Putra (Unknown)

Article Info

Publish Date
01 Dec 2012

Abstract

The study aimed to analyze the effect of the retail marketing mix toward customer loyalty withcustomer satisfaction as a moderating variable on the minimarket Alfamart in Yogyakarta.The data was analysed base on moderated regression analysis. The results showed that fourof the six elements of the retail marketing mix, i.e. pricing, retail service, promotion and storeatmosphere significantly influence customer loyalty. Second, a significant influence oncustomer satisfaction as a moderating variable in strengthening the interaction occurs onlybetween pricing on customer loyalty.Keywords: retail marketing mix, satisfaction, loyalty

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Journal Info
Jurnal Riset Manajemen dan Bisnis
Website

Abbrev

jrmb

Publisher

Universitas Kristen Duta Wacana

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Focus and Scope Jurnal Riset Manajemen dan Bisnis (p-ISSN: 1907-7343; e-ISSN: 2714-7312) adalah jurnal yang dipublikasikan oleh Fakultas Bisnis Universitas Kristen Duta Wacana yang terbit dua kali setahun (Juli dan Desember). Jurnal ini didedikasikan sebagai sarana untuk berbagi dan diseminasi ...