ANALYSIS OF RETAILING MIX PERFORMANCE AND ITS IMPACT...(Sonata Crhristian) 173 ANALYSIS OF RETAILING MIX PERFORMANCE AND ITS IMPACT TO CUSTOMER SATISFACTION IN ORDER TO INCREASE COMPETITIVE ADVANTAGE (RESEARCH ON CBR’S HEALTH RETAILING STORE BANDUNG) Sonata Christian International Business Management Universitas Ciputra UC Town, CitraLand Surabaya Telp : 031-7451699 Fax : 031-7451698 E-mail : sonata.christian@ciputra.ac.id ABSTRACT : The research’s objective is to determine the effect of the performance of the retailing mix towards customer satisfaction at CBR’s Health Retailing Store Bandung as one of the efforts made by the management of the company in providing the best service to its customers. It’s a kind of implementation strategy for competitive advantage as well as to win the competition in the business of marketing of medical devices in the areas of West Java. Object of this research are health retailing stores owned by PT CBR Retail Bandung engaged in the retail sale of medical equipment. The excellent performance of the retailing mix which includes product and merchandising, price, location, physical evidence, personnel, service, promotion that has been done by CBR’s Health Retailing Store Bandung expected to provide a positive influence on customer satisfaction. This is believed to affect consumers and prospective customers in deciding to choose, buy and loyal to CBR’s Health Retailing Store Bandung. Based on the verification of hypothesis testing on the respondents' answers to the qustionnaire showed that only product and merchandising variable, personnel variable, promotion variable. significantly affect customer satisfaction, while other variables were not significant partially on customer satisfaction. Based on the output obtained by SPSS version 12.0 coefficient of determination (R2): 0.577 means that 57.7% customer satisfaction variables are influenced by the factors of retailing mix performance simultaneously, while 42.3% of retail sales are influenced by other factors. Keyword : Retailing Mix, product and merchandising, price, location, physical evidence, personnel, service, promotion, customer satisfaction ABSTRAK Tujuan penulisan ini adalah untuk mengetahui pengaruh kinerja bauran penjualan eceran terhadap kepuasan pelanggan pada Toko Swalayan Alat Kesehatan CBR Ritel Bandung sebagai salah satu upaya yang ditempuh oleh manajemen perusahan dalam memberikan pelayanan yang terbaik bagi konsumennya sekaligus penerapan strategi keunggulan bersaing untuk memenangkan persaingan dan tetap eksis dalam bisnis pemasaran alat kesehatan di daerah Jawa Barat.