Perbandingan Pengaruh Retailing Mix Terhadap Kepuasan Konsumen Dalam Berbelanja Di Minimarket Dan Toko

Minimarkets and shops sell items of daily needs; customers buy these items alot. Retailers have to decide retailing mix regularly. If retailing mix is not appliedcustomers find it unsatisfactory and buy necessary items somewhere else. Theobjectives of this research were to identify the influence of location, services, products,prices, atmosphere, employees, and promotion of (1) minimarkets on consumers’satisfaction, (2) of shops on their customers’ satisfaction, and their differences,simultaneously or partially.One hundred and sixty respondents for this research answered thequestionnaires. The sample was selected by purposive sampling. The data was analyzedusing Chow Test and Multiple Linier Regression with the help of SPSS for WindowsProgram.The research results show that (1) retailing mix had significant and positiveinfluence on the customers’ satisfaction at the minimarkets, but partially not all subvariablesplayed the roles. The sub-variables of retailing mix which significantly andpositively influenced and such satisfaction were services, atmosphere and employees,(2) retailing mix had significant and positive influence on the customers’ satisfaction atthe shops, but partially not all sub-variables played the roles. The sub-variables ofretailing mix which significantly and positively influenced such satisfaction werelocation, employees, and promotion, and (3) there was not a significant difference in theinfluence of location, services, products, prices, atmosphere, employees, and promotionon the customers’ satisfaction of the minimarkets and the shops.Key words: retailing mix, customers’ satisfaction, minimarket, and store