Analisis Pengaruh Bauran Pemasaran Ritel Terhadap Retensi Konsumen Di Chandra Super Store

Abstract

Chandra Super Store is one of the largest supermarkets or retail companies in Lampung Province. Amid the rapid development of technology, Chandra Super Store faces increasingly intense competition in the retail industry, further challenged by the rise of online shopping platforms such as Tokopedia, Bukalapak, and Shopee. This study aims to determine the impact of the marketing mix on consumer retention at Chandra Super Store. The research employs a non-probability sampling method with purposive sampling techniques, involving 364 respondents. A quantitative approach was used, with multiple linear regression, t-tests, and f-tests as the analytical tools. Partial test results reveal that four retail mix variables—product, price, promotion, and physical facilities—positively and significantly influence consumer retention. However, the retail service variable was found to have no significant effect on consumer retention. Simultaneously, the test results indicate that all retail mix variables, including product, price, promotion, retail service, and physical facilities, collectively have a positive and significant impact on consumer retention. These findings demonstrate that a higher retail mix quality increases consumer retention at Chandra Super Store.