Product and Price as Key Drivers of Customer Loyalty in Modern Retail: A Case Study of Alfamidi in Ambon

Farida Mony; Reza Abdulmudy

doi:10.55681/economina.v5i7.3598

Authors

Farida Mony Universitas Darussalam Ambon, Indonesia
Reza Abdulmudy Universitas Darussalam Ambon, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i7.3598

Keywords:

Marketing Mix;, Customer Loyalty, Product, Price, Modern Retail

Abstract

This study aims to analyze the influence of the marketing mix, consisting of product, price, place, and promotion, on customer loyalty at Alfamidi located at the Perempatan Kebun Cengkeh intersection, Ambon City. This research employs a quantitative approach with an associative-causal design. A sample of 50 respondents was obtained through accidental sampling technique. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression with SPSS. The results indicate that partially, product and price have a positive and significant effect on customer loyalty, while place and promotion do not have a significant effect. However, simultaneously, all four marketing mix variables collectively exert a significant influence on customer loyalty, with an Adjusted R Square value of 45.8%. These findings suggest that in the context of modern retail in Ambon, consumers prioritize product variety and affordable pricing as the primary drivers of loyalty, rather than physical location and promotional activities. This study provides implications for retail management to focus their strategies on strengthening product offerings and competitive pricing to sustain customer loyalty in an increasingly saturated market.

Downloads

Download data is not yet available.

References

Akin, M. S. (2024). Enhancing e-commerce competitiveness: A comprehensive analysis of customer experiences and strategies in the Turkish market. Journal of Open Innovation: Technology, Market, and Complexity, 10(1), 100222. https://doi.org/10.1016/j.joitmc.2024.100222

Amory, J. D. S., Mudo, M., & J, R. (2025). Transformasi Ekonomi Digital dan Evolusi Pola Konsumsi: Tinjauan Literatur tentang Perubahan Perilaku Belanja di Era Internet. Jurnal Minfo Polgan, 14(1), 28–37. https://doi.org/10.33395/jmp.v14i1.14608

Armadi, D. A., Sitorus, A. P., Irawan, H., Susanti, T., Fadhil, A. A. A., & Darmawan, A. J. (2025). TRANSFORMASI BISNIS DI ERA DIGITAL 5.0. In Thalibul Ilmi Publishing & Education.

Asmara, A. (2018). Pengalihan Pengembalian Uang Pembeli Dalam Transaksi Jual Beli Di Minimarket Alfamidi Di Kota Palopo. In Institut Agama Islam Negeri (IAIN) Palopo.

Baso, F. A., Sitorus, S. L., Meilinda, V., Anjani, S. A., & Rodriguez, M. (2024). Analysis of Omni Channel Strategy in Digital Retail on Modern Indonesian Consumer Behavior. ADI Bisnis Digital Interdisiplin Jurnal, 6(1), 66–76. https://doi.org/10.34306/abdi.v6i1.1226

Bayu, S., & Broto, B. E. (2025). The Influence Of Product Diversity, Availability, Promotion, And Service Quality On Customer Satisfaction At The Nova Shop In The Hamlet Of Kampung Jawa. ARRUS Journal of Social Sciences and Humanities, 5(3), 951–959. https://doi.org/10.35877/soshum3899

Fallo, A., Augustin, M., Amaral, L., Klau, A. D., Mestuni, C. M., Manajemen, P. S., Katolik, U., Mandira, W., Lama, K., & Kupang, K. (2025). Menghadapi Tantangan: Ritel Tradisional Di Tengah Dominasi Ritel Modern. 364 Jurnal Ilmiah Ekonomi Bisnis, 30(2), 363–376.

Fitriyani, S. I. (2020). Pengaruh Equity Multiplier, Working Capital Turn Over,Current Ratio, Dan Net Profit Margin Terhadap Laba Bersih yang Diperoleh Dari Modal Sendiri pada Perusahaan Ritel dan Perdagangan yang Terdaftar Di Bursa Efek Indonesia 2016–2019. Universitas Pancasakti Tega.

Gio, P. U. (2018). Statistika Nonparametrik dengan SPSS, Minitab dan R. INA-Rxiv.

Hartono, R. (2025). Dampak Perubahan Perilaku Konsumen terhadap Kelangsungan Usaha Ritel Tradisional: Studi Kasus Pasar Sentral Pemangkat Kalimantan Barat. Jurnal Ilmu Pendidikan Dan Sosial, 4(1), 1–8. https://doi.org/10.58540/jipsi.v4i1.761

Henaulu, A. K., & Ardian, S. (2020). Uji Statistika Kualitas Pelayanan Bagi Wisatawan Difabel Pada Wisata Bahari (Studi Kasus Daerah Wisata Desa Suli). Jurnal Sains, Teknologi Dan Industri, 18(1), 43–48. https://doi.org/10.24014/sitekin.v18i1.11402

Kamarudin, O., & Arif, A. (2022). Strategi Penguatan Usaha Mikrodi Lingkungan Iain Desa Batu Merah Kota Ambon Perspektif Ekonomi Islam. 20(1), 105–123.

Meliana, D., Riswati, J., & Astuti, D. (2025). Analisis Perkembangan Bisnis Ritel Di Indonesia. Journal of Business Economics and Management, 01(03), 235–243. https://jurnal.globalscients.com/index.php/jbem/article/view/181

Mulyadi, L. (2025). Studi Kualitatif Tentang Perilaku Konsumen dalam Memilih Produk Lokal. Inkubis : Jurnal Ekonomi Dan Bisnis, 7(1), 31–45. https://doi.org/10.59261/inkubis.v7i1.106

Nasution, A. M., & Nofinawati, N. (2024). Dampak Grai Indomaret Dan Alfamidi Terhadap Pedagang Muslim Sekitarnya Di Kota Padangsidimpuan. J-ESA (Jurnal Ekonomi Syariah), 7(2), 22–32. https://doi.org/10.52266/jesa.v7i2.3305

Nugeraha, P. (2021). SOSIOLOGI: Jurnal Ilmiah Kajian Ilmu Sosial dan Budaya GAYA HIDUP REMAJA DI MASA PANDEMIC DAN DAMPAKNYA TERHADAP KEPUTUSAN BERKUNJUNG KE RITEL MODERN. Jurnal Ilmiah Kajian Ilmu Sosial Dan Budaya, 23(1), 73–85. http://jurnalsosiologi.fisip.unila.ac.id/index.php/jurnal

Ramadhani, Y. C., & Budiarti, A. (2025). Peran Strategi Manajemen Pemasaran, Kepuasan Pelanggan, Loyalitas Pelanggan, Keunggulan Kompetitif, Industri Ritel . Astina Mandiri, 4(2), 210–234.

Setiawan, W. A., Zahro, A. H., Ramadanti, N. W., Fadila, A. F., & Zahro, A. (2025). Dampak Ekspansi Marketplace Terhadap Daya Saing Bisnis Ritel di Indonesia Pendahuluan Semakin berkembangnya digitalisasi memudahkan dalam penggunaan. J-MEBI: Jurnal Ilmiah Mahasiswa Ekonomi Dan Bisnis Indonesia, 1(3), 88–99.

Setiawan, Z., Mony, F., Marasabessy, A. I., Adoe, V. S., Hamizar, A., Wijaya, I. G. B., Dharta, F. Y., Tahir, M. I. T., Simarmata, H. M. P., & Diawati, P. (2023). Perilaku Konsumen. In Nuta Media.

Wibowo, A. A. (2024). The Effects of Trust, Store Image and Consumer Judgment on Repeat Purchases Mediating Consumer Satisfaction Variables Alfamidi Demak Area. Jurnal Revenue : Jurnal Ilmiah Akuntansi, 5(1), 295–310. https://doi.org/10.46306/rev.v5i1.426

Wulansari, N. E., Henaulu, A. K., Kaisupy, T. D., Salampessy, H., Abdulmudy, R., Mony, F., & Latukau, A. (2025). Application of Statistical Tests in Measuring the Influence of Product Quality and Brand Image. Tibuana : Journal of Applied Industrial Engineering-University of PGRI Adi Buana, 08(1), 40–46. https://doi.org/https://doi.org/10.36456/tibuana.8.1.9400.40-46