Marketing Strategies And Reservation Purchase In The Retail Industry

Abstract

In the face of the increasingly competitive market competition, retail marketing strategies are essential in maximizing customer satisfaction and loyalty, which are essential in increasing the likelihood of repurchase intentions. This study aims at identifying customer characteristics and determining customer perceptions in hypermarket company marketing strategy, satisfaction, loyalty in increasing repurchase intention as well as retail marketing strategy that is the basis in creating loyalty. Data analysis was by Confirmation Factor Analysis, SEM-PLS and Biplot. Findings indicate that the characteristics of hypermarket customers include individuals aged 18-29 years, married, unmarried, undergraduate, middle-income, and private employee. The dominant factor affecting loyalty is the quality of retail service. The retail mix strategy of hypermarkets in Banjarmasin is predicted not to affect loyalty, while effective customer loyalty directly affects repurchase intention.