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Problem Statements Research Objectives

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B. Problem Statements

Based on the background of the problems that have been described, to examine the influence of retail marketing mix customer service, store design and display, communication mix, location, merchandise assortment, and pricing towards customer satisfactiont, the problem in this study is formulated as follows: 1. Does the customer service X1 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 2. Does the store design and display X2 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 3. Does the communication mix X3 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 4. Does the location X4 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 5. Does the merchandise assortment X5 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 6. Does the pricing X6 has significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 7. Do the customer service X1, store design and display X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 have significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing? 8

C. Research Objectives

Based on the problems that have been formulated, the purpose of this research are as follows: 1. To analyze the influence of customer service X1 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 2. To analyze the influence of store design and display X2 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 3. To analyze the influence of communication mix X3 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 4. To analyze the influence of location X4 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 5. To analyze the influence of merchandise assortment X5 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 6. To analyze the influence of pricing X6 towards consumer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 7. To analyze the influence of customer service X1, store design and display X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 have significant influence towards customer satisfaction Y at SB Mart in Bukit Sawangan Indah Housing 9

D. Research Benefits

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