Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen Dengan Kepuasan Konsumen Sebagai Pemoderasi
Year: 2012
Type: article
Study design: Observational Study
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
Author: Alfa Santoso Budiwidjojo Putra
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2937215419