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F. Previous Research
Researcher Research Title
Research Result
Japarianto and Djati 2011
The Effect of Service Retail Marketing Mix
Towards Shopping Satisfaction of Tourism
Shopper At Plaza-Plaza Surabaya
a. Variables of service retail marketing mix contained in
Plaza Plaza Surabaya together have an influence on the level
of satisfaction tourism shopper. But after the study
authors found several variables such as retail price,
merchandise assortment and customer service does not
have a significant effect on the level of tourism shopper
satisfaction when compared with other variables.
b. That the store design variables are the variables that most
influence on the level of tourism satisfaction shopper
compared with six other variables. or in other words
the variable store design is the most influential variable
Wijaya et al. Uploaded in
2013 The Analysis of Retail
Mix Toward Customer Satisfaction in 39 Store
Semarang a. Customer Service
Variable customer service has become a significant variable
and positively affect customer satisfaction partially at Shop
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Researcher Research Title
Research Result
39 Semarang is a significance value of 0.001 under 0:05.
b. Location This
location variables
become significant variables affecting customer satisfaction
partially in Store 39 Semarang is a significance value of
0.010 under 0:05. c. Pricing
Variable pricing is becoming a significant variable affecting
customer satisfaction partially in Store 39 Semarang is a
significance value of 0.025 under 0:05.
d. tore Design and Display Variables store design and
display it
becomes a
significant variable affecting customer satisfaction partially
in Store 39 Semarang is a significance value of 0.012
under 0:05 e. Merchandise assortments
Variable merchandise
assortments become
significant variables affecting customer satisfaction partially
in Store 39 Semarang is a
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Researcher Research Title
Research Result
significance value of 0.001 under
0:05. Regression
coefficient merchandise
assortments for 0.225 indicate that
the merchandise
assortments positive effect on customer satisfaction in the
shop 39 Semarang, this means that
if the
merchandise assortments, the better, it will
increase customer satisfaction in the shop 39 Semarang.
f. Communication Mix Communication mix variables
become significant variables affecting customer satisfaction
partially in Store 39 Semarang is a significance value of
0.046 under 0:05.
Pasaribu and Sembiring
2013 The Effect of Retail
Marketing Mix Strategi Towards Satisfaction and
Loyalty of Customer at Syariah MES Mart
Minimarket . Effect of Retail Marketing Mix
Strategy for
Customer Satisfaction
a. Effect of
Customer Satisfaction MES Mart Sharia
The results showed that the product has a positive and
significant effect on customer satisfaction . That is, the better
the product strategy
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Researcher Research Title
Research Result
undertaken by MES Mart , the greater the satisfaction felt by
the customer . The degree of influence between product and
customer satisfaction is large enough, it can be seen from
the regression coefficient of b. Effect of Price on Customer
Satisfaction MES Mart Sharia The results showed the price
factor has a positive but not significant effect on customer
satisfaction . This means that the better the pricing policies
do MES Mart , the greater customer satisfaction , but the
price in this case does not affect a customer is satisfied
or not . c. Effect of Location of MES
Mart Customer Satisfaction Sharia
The results showed that the location has a positive and
significant effect on customer satisfaction . That is, the
location is one factor that can determine whether a customer
is satisfied or not .
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Researcher Research Title
Research Result
d. Effect of
Customer Satisfaction MES personnel
Sharia Mart The results showed that the
personnel is
the most
influential factor in customer satisfaction. Personnel have a
positive and significant effect on customer satisfaction .
With a large degree , it can be said that the personnel of the
factors that
determine customer satisfaction Mart
mini MES compliant. e. Influence
Presentation on
Customer Satisfaction MES Mart Sharia
Results showed that the effect of presentationpositive and
significant effect on customer satisfaction .Based on the test
, it can be concluded the retail marketing
mix strategies
adopted by the company consists of product, price ,
location , personnel and presentation
simultaneously affect customer satisfaction
Mart mini MES compliant.
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G. Frame of Thinking
Kategori