PENGARUH RETAIL MIX TERHADAP LOYALITAS KONSUMEN DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING DI GIORDANO CIPUTRA WORLD SURABAYA

Abstract

This research aims to analyze the impact of Retail Mix (customer service, store design and display, communication mix, location, merchandise assortment, and pricing) on consumer loyalty of Giordano Ciputra World Surabaya through consideration of customer satisfaction. This research will be conducted by distributing questionnaires to 200 respondents which are consumer of Giordano. Quantitative analysis with structural equation model method was used for the techinal analysis. The result shows there is significant correlation between the retail mix and the customer satisfaction to consumer loyalty in Giordano.