ANALISIS PENGARUH BAURAN PEMASARAN ECERAN, HARAPAN PELANGGAN DAN STORE IMAGE TERHADAP STORE LOYALTY PADA TOKO BUKU NUSANTARA DI BOJONEGORO

Abstract

Looking at the number of bookstores in Bojonegoro that is getting larger, the competition in that business becomes tighter and more difficult. As a business person in a bookstore in Bojonegoro, the owner of Nusantara bookstore tries to win the competition by implementing various business strategies including retail marketing mix strategy, fulfilling customer expectations and establishing a good store image in consumers’ mind. The study aims to analyze the effect of retail marketing mix, store image and customer expectations variable that affect store loyalty. This research was conducted by survey method where the data was obtained by distributing questionnaires to 210 respondents. The object population in this study is Nusantara bookstore’s consumers who had been purchased books at least three times. The results showed that the retail marketing mix variable has the most dominant influence on customer satisfaction and store loyalty more than customer expectations and store image variable. Therefore, Nusantara bookstore in Bojonegoro should be more focus on the contained in the retail marketing mix variables so that consumers feel more comfortable shopping at Nusantara bookstore.