dc.description.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. | en_US |