Abstract: This research analyzes the determinant factors that affect customer satisfaction in the retail business in the city of Makassar. The determinant factor includes the variables of service quality and marketing relation influence on customer satisfaction in the retail business in the city of Makassar. This research is a survey research with a quantitative approach with a sample of 369 customers in retail business Alfamart in Makassar. Collecting data using questionnaires as a data collection tool as well as direct interviews and literature review. The results of data analysis showed that service quality effect on customer satisfaction both directly and indirectly through the variable relationship marketing. Marketing relation effect on customer satisfaction both directly and indirectly through the variable quality of service. The results of the analysis states that the better the quality of service will improve the satisfaction of customer satisfaction as well as better marketing relationships will result in increased customer satisfaction at retail businesses Alfamart in Makassar.
Abdul Haris, Chalid Imran Musa and Anwar Ramli, 2018. Factors Determinants Affecting Satisfaction Customer in Retail Business. The Social Sciences, 13: 405-407.