A STUDY OF RETAIL MIX FACTORS AND CUSTOMER RELATIONSHIP MAINTENANCE THAT AFFECT PURCHASING DECISIONS IN GP MART RETAIL STORES

Abstract

          Study of This study of retail mix factors and customer relationship maintenance that affects purchasing decisions in GP Mart retail stores aims to study demographic factors that affect customers' purchasing decisions. Retail store service GP Mart to study retail mix factors that affect product purchasing decisions. To study CRM customer relationship management that affects product purchasing decisions. sample group In this study, there were a group of 400 customers who came to use the services of the GP Mart retail store aged 20 years and up. Quantitative research consisted of 400 customers by answering online questionnaires via Google Forms. As for qualitative research by interview a total of 10 customers were selected randomly from customers who came to purchase products each day, 2 customers per day, for a total of 5 days. The study showed that purchasing decision Overall, it is at the highest level. The results from the study it can be used as a guideline for planning and developing store strategies to effectively create an advantage over competitors