Pengaruh strategi pemasaran kualiti perkhidmatan dan imej ke atas nilai dan kesetiaan pengguna pasar mini di Aceh

The primary objective of this study was to empirically determine the relationship between marketing strategy, service quality, image and value of consumer loyalty in the mini markets in Aceh. Globalization and liberalization which increased
competition among retailers have created the need for such research in order to produce better and competitive local entrepreneurs. This research was done through the survey method using a structured questionnaire and non-probability approaches to the sample. 300 customers were randomly selected from 12 mini markets. Ten hypotheses were formulated to be tested using multiple regression analyses. The
results show that marketing strategy, service quality and image are significantly related to consumer value. The results also show that service quality, image and consumer value are significantly related to customer loyalty. Meanwhile, results of
the regression analysis show that value mediates the relationship between service quality, image and customer loyalty. Finally, the finding of this research would become useful information for retailers in their repositioning strategies to improve or change their image and customer value. It would also be a tool to build store loyalty among its customers and very useful to the mini market industry to build a store image and more competitive value as well as consumer loyalty. However, this study will be more significant if comparisons among competitor stores in similar industries can be conducted.