ANALISIS STRATEGI BAURAN PEMASARAN ECERAN (RETAIL MARKETING MIX) TERHADAP TINGKAT KEPUASAN KONSUMEN PADA SWALAYAN RAHMAT SYARIAH PADANGSIDIMPUAN

Abstract

The purpose of this study was to analyze the retail marketing mix strategy in the diversity of
products and price, service and admosfer shop, promotion and place on the level of consumer
satisfaction Supermarkets Rahmat Padangsidimpuan sharia. therefore, this population is a population
of unlimited or infinite because it can not know for sure the size of the actual population of consumers
who come to shop catering to Islamic Rahmat Padangsidimpuan while sempel size set is equal to 98
people. data collection techniques using methods Questionnaire / questionnaire and documentation
study. the results showed, the independent variables which include the diversity of products and prices
(X1) with t-test = 1.564 and significant level of 0,021, the service and the atmosphere store (X2) with
t-test = 0.209 and significant level of 0.008, promotion and place ( X3) with t-test = 0.127 and
significant level of 0.037 significant and positive impact partially on the level of consumer satisfaction
Supermarkets Rahmat Padangsidimpuan sharia. then together all variables (diversity of products and
prices (X1), the service and the atmosphere store (X2), promotion and place (X3)) significantly
influence the variable level of customer satisfaction with the significant level of 0.032, with R square
of 0.786 (78.6%) and multiple linear regression equation is Y = 6.683 + 0.007 (X1) + 0.046 (X2) +
0,010 (X3) + e.