The research was to analyze the effect of product, price, location,
promotion, and layout toward the customers’ satisfaction and to analyze the effect
of customers’ satisfaction toward the customers’ loyalty in Ceriamart Minimarket
in Purwokerto.
The sampling was done by distributing questionnaire using purposive
sampling. The total sample 113 respondents. The data analysis was by SPSS for
windows 16. The data that had been filfilled for validity and reliability test. The
classical assumption test and mutiple regression analysis and simple linear
regression to result regression formulation.
The findings showed that this research had med validity and reliability
requirement. The first classical assumption test was free from hetero
schediddastisity, and there were two hetero schedadidastisity in the second
classical assumption, the first multicolinearity. And normality of the mutiple
regression, the dependent variable had significant point, namely personnel. The
first hypothesis with t test showed the variable product, price, location, promotion,
and layout, only personnel variable that had significant effect on the customers’
loyalty. The second hypothesis with t test showed the customers’ satisfaction
variable had significant effect on the customers’ loyalty. While in f test, it show
the significant, 0.05. it means that variable of product (X1), price (X2), location
(X3), personnel (X4), promotion (X5) and layout (X6)simultaneously had
significant effect on customers’ satisfaction (Y). And the first determination
coefficient was gained with the adjusted value of R2 15,1%. It means that the
variable of customers’ satisfication was affacted by the variables of product, price,
location, personnel, promotion, and layout. And the second determination
coefficient was gained with the adjusted value of R2 27,6 %. It means that the
variable of customers’ loyalty was affacted by customers’ satisfaction, while the
rest of 74,2 % can be affacted by other variable.