Analysis of the Effect of Retailing Mix on Customer Satisfaction and Loyalty at Ido Swalayan Medan

Oct 13, 2025 by talynt.org 104 views

Analysis of the Effect of Retailing Mix on Customer Satisfaction and Loyalty at Ido Swalayan Medan

Introduction

In today's competitive retail landscape, understanding the factors that drive customer satisfaction and loyalty is crucial for businesses to stay ahead of the game. Ido Swalayan Medan, a prominent shopping center in Medan, Indonesia, is no exception. With a wide range of products and services on offer, it is essential to analyze the various elements that shape the shopping experience, known as Retailing Mix. This study aims to investigate the influence of six elements of Retailing Mix, namely location, merchandise, price, service, promotion, and atmosphere, on customer satisfaction and loyalty at Ido Supermarkets Medan.

The Importance of Retailing Mix

Retailing Mix, also known as the 4 Ps (Product, Price, Promotion, and Place), is a marketing concept that refers to the combination of elements that a retailer uses to create a unique shopping experience for customers. The four Ps are:

Product: The goods or services offered by the retailer.
Price: The amount charged for the product or service.
Promotion: The methods used to communicate with customers and promote the product or service.
Place: The location where the product or service is sold.

In addition to the 4 Ps, two more elements are often included in the Retailing Mix:

People: The employees who interact with customers and provide service.
Process: The systems and procedures used to manage the business.

Research Methodology

This study uses an associative descriptive approach to explore the relationship between the Retailing Mix element and customer satisfaction and loyalty. The research sample consists of 100 visitors to the IDO SWALAYAN selected through purposive sampling techniques. Primary data is collected through questionnaires distributed to respondents, while secondary data are obtained from literature studies. Hypothesis analysis is carried out using path analysis (path analysis) with a significance level of α = 5% (0.005).

Research Result

The results showed that simultaneously, the elements of the Retailing Mix have a positive and significant influence on customer satisfaction and loyalty. However, more in-depth analysis shows a variety of influences between each element.

Location

Location is proven to have a significant influence on customer satisfaction. Accessibility and comfort of the location play an important role in creating a pleasant shopping experience. A convenient location can attract more customers, while a difficult-to-reach location can deter them.

Merchandise

Although merchandise contributes to customer satisfaction, the effect is not significant. This shows that the diversity of products offered does not always guarantee customer satisfaction, may be caused by product quality or choices that are not in accordance with customer expectations.

Price

Price element also has a positive and significant effect on customer satisfaction. Competitive and transparent prices will increase satisfaction and provide better perceptions of value in the eyes of customers. A fair price can build trust and loyalty with customers.

Service

Good service quality is one of the key factors in increasing customer satisfaction. Friendly and responsive service will make customers feel cared for and valued. A well-trained staff can provide excellent customer service, which can lead to customer loyalty.

Atmosphere

The atmosphere and environment in the supermarket also have a significant impact on customer experience. Comfortable and attractive atmosphere will increase customer desire to visit again. A pleasant atmosphere can create a positive emotional connection with customers.

Conclusion

It is essential for the management of the Medan Ido Swalayan to continue to pay attention and develop every aspect of the Retailing Mix. Thus, not only customer satisfaction can be improved, but also their loyalty to the brand. Investment in employee training, store atmospheric improvements, and price adjustments and product supply will contribute to the long-term success of this supermarket amid increasingly fierce competition.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve the location of the supermarket to make it more accessible and convenient for customers.
Enhance the merchandise offered to meet the diverse needs of customers.
Implement a competitive pricing strategy to increase customer satisfaction.
Provide excellent customer service through employee training and development.
Create a comfortable and attractive atmosphere in the supermarket to increase customer desire to visit again.

By implementing these recommendations, Ido Swalayan Medan can improve customer satisfaction and loyalty, ultimately leading to increased sales and revenue.
Frequently Asked Questions (FAQs) about the Effect of Retailing Mix on Customer Satisfaction and Loyalty at Ido Swalayan Medan

Q: What is Retailing Mix?

A: Retailing Mix, also known as the 4 Ps (Product, Price, Promotion, and Place), is a marketing concept that refers to the combination of elements that a retailer uses to create a unique shopping experience for customers.

Q: What are the elements of Retailing Mix?

A: The elements of Retailing Mix are:

Product: The goods or services offered by the retailer.
Price: The amount charged for the product or service.
Promotion: The methods used to communicate with customers and promote the product or service.
Place: The location where the product or service is sold.
People: The employees who interact with customers and provide service.
Process: The systems and procedures used to manage the business.

Q: How does location affect customer satisfaction?

A: Location is proven to have a significant influence on customer satisfaction. Accessibility and comfort of the location play an important role in creating a pleasant shopping experience.

Q: What is the impact of merchandise on customer satisfaction?

A: Although merchandise contributes to customer satisfaction, the effect is not significant. This shows that the diversity of products offered does not always guarantee customer satisfaction, may be caused by product quality or choices that are not in accordance with customer expectations.

Q: How does price affect customer satisfaction?

A: Price element also has a positive and significant effect on customer satisfaction. Competitive and transparent prices will increase satisfaction and provide better perceptions of value in the eyes of customers.

Q: What is the role of service in customer satisfaction?

A: Good service quality is one of the key factors in increasing customer satisfaction. Friendly and responsive service will make customers feel cared for and valued.

Q: How does atmosphere affect customer satisfaction?

A: The atmosphere and environment in the supermarket also have a significant impact on customer experience. Comfortable and attractive atmosphere will increase customer desire to visit again.

Q: What are the recommendations for Ido Swalayan Medan to improve customer satisfaction and loyalty?

A: Based on the findings of this study, the following recommendations are made:

Improve the location of the supermarket to make it more accessible and convenient for customers.
Enhance the merchandise offered to meet the diverse needs of customers.
Implement a competitive pricing strategy to increase customer satisfaction.
Provide excellent customer service through employee training and development.
Create a comfortable and attractive atmosphere in the supermarket to increase customer desire to visit again.

Q: What are the benefits of improving customer satisfaction and loyalty?

A: Improving customer satisfaction and loyalty can lead to increased sales and revenue, as well as a positive reputation and word-of-mouth marketing. It can also lead to customer retention and reduced churn rates.

Q: How can Ido Swalayan Medan measure the effectiveness of these recommendations?

A: Ido Swalayan Medan can measure the effectiveness of these recommendations by tracking customer satisfaction and loyalty metrics, such as Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Retention Rate (CRR). They can also conduct regular customer surveys and feedback sessions to gather insights and make data-driven decisions.