FACTORS AFFECTING CUSTOMER LOYALTY TO TRADITIONAL MARKET IN CIKARANG

Abstract

This study was about the perception of customer on visual merchandise elements and store image element in supermarket. It is important to find out the factors that influence the customer perception of supermarket and customer satisfaction. In this thesis, the researcher used questionnaires with Likert buyer and 432 samples to analyze and collected data statistical software was used. The variable used in this study are key visual merchandise elements and store elements as the exogenous variables customer satisfaction and perception as the endogenous variables. Customer satisfaction and perception as the endogenous variables as the endogenous variables. The respondents of this research were people who will go to Carrefour shopping in Cikarang. Based on the result Merchandise Assortment 、Sales Price Signage 、Store Environment 、 Window/Merchandise、Appealing Exhibition are the most impact factor for the customer. So in the future, customer service and retail shops should better improve the store environment, formulate appropriate commodity prices, increase the store shopping atmosphere, change in time to add window products to attract customers, and increase the attractive a lot of the exhibition to attract customers, improve customer satisfaction, improve people's perceptions of Carrefour.