Pengaruh Marketing Mix dan Retail Mix terhadap Loyalitas Konsumen Supermarket Gelael di Kota Makassar

This research aims to determine the effect of marketing mix and retail mix on
consumer loyalty. This research conducted in the company of PT. Gelael Indotim
Makassar. The data used in this study were obtained from a questionnaire
(primary). The sampling method uses purposive sampling method. The number
of samples used was 160 customers from different gender, age and occupation.
The analytical method used is Structural Equation Modeling (SEM) using Smart-
PLS 2.0 for Windows. The research findings show that the variables of Marketing
Mix has a positive yet not a significant effect on Consumer Loyalty of Gelael
Supermarket, meanwhile Retail Mix has positive and significant effect or indirect
effect.