Pengaruh Bauran Ritel Terhadap Kepuasan Anggota Sebagai Pelanggan

Abstract

The background to this research begins with the decline in the number of active members making transactions in the KKP-ITB waserda unit with the largest number of active members making transactions of only 27% each year. In 2022, only 210 members will actively transact, or around 14% of the total number of members, namely 1,479 members. The decrease in the number of members making transactions is due to members' needs not being maximally met in the waserda unit. This indicates that members are not satisfied with the retail mix management carried out by the cooperative. This research aims to determine (1) the implementation of the retail mix in the waserda unit, (2) member satisfaction in the waserda unit, (3) the influence of the retail mix on member satisfaction (4) efforts to improve the retail mix in the waserda unit. The variable examined in this research is the retail mix, which consists of location, product, price, promotion, outlet atmosphere and retail service. The analytical method used in this research is multiple linear regression analysis and uses a sample of 94 respondents with a sampling technique using convenience sampling. The research results show that there is a partially positive and significant influence between location, product, promotion, outlet atmosphere and retail service variables on member satisfaction and there is a negative and significant influence between the price variable. And the Adjusted R Square value is 0.630. This means that 63% of member satisfaction is influenced by retail mix variables, and the remaining 37% is influenced by other factors.