THE INFLUENCE OF RETAILING MIX PERFORMANCE ON THE CUSTOMER LOYALTY (SURVEY OF CUSTOMER DEPARTMENT STORE IN BANDUNG)
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Date
2014-11-11
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The International Seminar and Conference (ISC) 2014 on Islamic Economics and Beyond,
Abstract
Purpose: The goals of this research are to find out, first, retailing mix performance of the department store in
Bandung; the second, the level of department store customer loyalty in Bandung; third, to determine the
influence of retailing mix performance on the department store customer loyalty in Bandung.
Design/methodology: The methods used in this study are descriptive survey and explanatory survey, with a cross
sectional dimension of research time. The population of this research is department store customers in Bandung,
a large sample study of 120 people. Data collected consisted of primary data and secondary data. Primary data
were collected by observation, interviews and questioner, and the secondary data were collected documentation
technique and literature study. Primary data were analyzed using path analysis (path analysis). Finding: The
result of this research shows that most of the customer appraised that retailing mix performance in Bandung is
good enough. The level of customer loyalty is less loyal to a department store in Bandung. The results of
hypothesis tested shows that retailing mix performance simultaneously and partially influence customer loyalty.
The effect of retail sales mix when sorted from the largest to the smallest is the sales person, product, store
atmosphere, promotion, location, service and price. Research Limitation: The study is limited in Bandung.
Originality / value: The study was conducted at several department stores in Bandung (Metro, Matahari, Yogya,
and Robinson).
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Keywords
performance, retailing mix, department stores, customer loyalty