Pengaruh Bauran Penjualan Eceran (Retailing Mix) Terhadap Loyalitas Toko Matahari Fashion Temanggung

Abstract

The development of retail business in the town ofTemanggung some years very rapidly. Many shopping venues are present in the town. One of the aims of shopping city community is Matahari Fashion Shop Temanggung. In the era of modern market at this time, loyalty to a shop can be determined directly by the customer's expectations with respect to products and services offered, or the application of retailing mix. This research aims to determine the influence of the retailing mix for the loyalty Matahari Fashion Shop Temanggung. To obtain the necessary data, the authors take the sample as much as I 00 respondents with a purposive sampling techniques. The analysis tools used is multiple regression analysis. The results of the research showed that retailing mix factor that includes product, pricing, location, services and physical facilities had a significant effect toward the loyalty Matahari Fashion Shop Temanggung. Promotion factor has no significant effect toward the loyalty Matahari Fashion Shop Temanggung. The result also showed that The product is a retailing mix of factors that are most dom~nant effects toward the loyalty Matahari Fashion Shop Temanggung.