TINJAUAN KINERJA RETAILING MIX PASAR TRADISIONAL SOREANG BANDUNG
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Date
2014
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Publisher
Universitas Widyatama
Abstract
Along with the times , the development of the retail business is very important for the community , and this is in addition to the changing patterns of society are increasingly selective shopping , as well as the differences in the way consumers view the retail business , which was originally seen only limited to providers of goods and services alone , is now a business that increasingly innovative and dynamic . The existence of modern shopping centers such as mini markets, supermarkets to hypermarkets bit disturbing existence of traditional markets . Similarity functions held by modern shopping centers and traditional markets , has led to competition between the two . Proliferation of modern shopping centers feared would turn off traditional market presence is a reflection of the people's economy . Traditional markets synonymous with slum conditions , dirty , and smelly , thus providing an uncomfortable atmosphere in the shop . This is the biggest drawback of traditional market .. So the market is expected to improve the performance of traditional retailing mix , the level of customer loyalty can be maintained . Every company would want loyal customers because loyal customers will provide long term benefits for the company . In addition , loyal customers is the ultimate goal of every company . In this study the method used is descriptive method that gives an overview of the method with a systematic, factual and accurate information on the facts and the correlation between the variables studied Data was collected by the research primary data and secondary data , where the data is obtained directly from the object of research , ie the spread questionnaires to a sample of 100 consumers Cihaurgeulis market , as well as conducting interviews , and observations . While the secondary data obtained from other sources or the literature relating to the issues raised in the study . The results showed that the performance of the retailing mix in the market has been good Cihaurgeulis in the eyes of consumers , as well as from the results of the study also showed that consumer loyalty in the market has been categorized cihaurgeulis well . From the test results show that by using a statistical relationship between the retailing mix and customer loyalty by 65.4 % , whereas the effect on consumer loyalty retailing mix high with a value of 42.77 % , while the rest are at 57.23 % influenced by factors such as price , promotion , service , and others.
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Keywords
Retailing Mix, Consumer Loyalty