Restaurant Business ISSN:0097-8043 Vol-118-Issue-11-November-2019 Page | 491 Marketing Strategies And Reservation Purchase In The Retail Industry Siti Aliyati Albushairi, Nuril Huda, Ahmad Rifani Faculty of Economic and Business, Lambung Mangkurat University email: albitiaulm@yahoo.com ABSTRACT In the face of the increasingly competitive market competition, retail marketing strategies are essential in maximizing customer satisfaction and loyalty, which are essential in increasing the likelihood of repurchase intentions. This study aims at identifying customer characteristics and determining customer perceptions in hypermarket company marketing strategy, satisfaction, loyalty in increasing repurchase intention as well as retail marketing strategy that is the basis in creating loyalty. Data analysis was by Confirmation Factor Analysis, SEM-PLS and Biplot. Findings indicate that the characteristics of hypermarket customers include individuals aged 18-29 years, married, unmarried, undergraduate, middle- income, and private employee. The dominant factor affecting loyalty is the quality of retail service. The retail mix strategy of hypermarkets in Banjarmasin is predicted not to affect loyalty, while effective customer loyalty directly affects repurchase intention. Keywords: retail marketing strategy, trust, satisfaction, loyalty, purchase intentions INTRODUCTION The retail sector is growing rapidly despite the economic slowdown and intense competition (Li & Green, 2010, Abu & Roslin, 2008 in Khalilur R, 2014). Growth and competition of the retail industry in the modern Indonesian market is increasing rapidly. In the face of increasingly competitive market conditions, retail marketing strategies and tactics are essential in maximizing customer satisfaction and loyalty (Heng, et al., 2011, in Khalilur R, 2014) and delivering value to consumers by engaging them in long-term relationships that may increase the likelihood of repurchase intentions (Chinomona & Sandada, 2013). Buyers repurchase intention is very important for business practitioners as it indicates business continuity, future earnings and profit prospects (Chang, 2012 in Chinomona & Sandada, 2013). Business practitioners and academics are interested in identifying the customer's intention to buy, satisfaction, trust and loyalty as a factor affecting a customers' buying intentions (Li & Wang, 2006; Hui, Kandampully & Juwaheer, 2009; Hong & Cho; 2011; Sindeshmurk, Sigh & Sabel, 2012 in Chinomona & Sandada, 2013). The researchers point out that it is very important for a company to provide products or services that can satisfy customers because satisfied customers develop trust and become loyal. In addition, these factors are also considered key success factors for achieving competitive advantage in the retail industry (Kang Okamoto & Donovan, 2004; Hui, Kandampully & Juwaheer, 2009; Hamadi, 2010 in Chinomona & Sandada, 2013). Considering the competitive world of retail business and increasing consumer awareness in purchasing decisions, customer satisfaction is an important issue for companies to survive. Customer satisfaction has a positive effect on repurchase intentions (Lee, 2004, Huddleston, Whipple, Mattick & Lee, 2009), and also positively affects customer confidence (Dabholkar & Sheng, 2012; in Chinomona & Sandada, 2013). Customer satisfaction positively affects loyalty (Lee, 2010 in Chinomona & Sandada, 2013). The overall high level of satisfaction