Pengaruh Relationship Marketing dan Tata Letak Produk Terhadap Kepuasan Konsumen Pada Superindo Surabaya. (The Influence of Relationship Marketing and Product Layout on Consumer Satisfaction at Superindo Surabaya).

Erlangga, Erlangga (2024) Pengaruh Relationship Marketing dan Tata Letak Produk Terhadap Kepuasan Konsumen Pada Superindo Surabaya. (The Influence of Relationship Marketing and Product Layout on Consumer Satisfaction at Superindo Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Retail companies are one of the forms of business that do not involve the process of changing the shape of the product. Through the many retail companies that have been established, it will make consumers more selective in choosing a place to meet their daily needs, one of the factors is to obtain comfort and satisfaction in shopping for needs, therefore a retail business must have characteristics that can distinguish it from other competitors in order to make something that can be excelled. This can attract consumers to visit and shop at the place. Relationship marketing is a marketing strategy carried out by companies to acquire, retain, and satisfy consumers by building two-way communication and building long-term relationships with consumers with mutually beneficial relationships between consumers and companies. While product layout is a way of structuring products, especially goods that have been applied by the company In this study, the purpose of this study is to examine the influence of Relationship marketing and product layout on consumer satisfaction at Superindo Surabaya branch. Relationship marketing encompasses a variety of strategies and efforts that a company makes to build, maintain, and improve long�term relationships with consumers. The research method used was descriptive quantitative with multiple linear regression data analysis to test the relationship and the two variables were independent of the dependency. The results of this study show that relationship marketing and product layout have a positive and significant influence on consumer satisfaction, consumers can feel a good relationship with the store and can find product layouts that make it easier, and more satisfied with their shopping experience. It can be interpreted that Superindo Surabaya can increase its customer satisfaction by strengthening its relationship marketing strategy and optimizing the product layout in its stores.

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