Marketing Strategy: The Way to Create Store Loyalty in Indonesia Modern Retail

ABSTRACT

Supermarket in Indonesia and other countries is important for people to come and shop for primary and secondary necessities. With high economy growth supermarket business should have a good opportunity to survive the Covid 19 pandemic. Many people still shop in a brickand-mortar store for supermarket in Indonesia, thus it is possible that this type of business will still be growing in the future. As one of the leading local modern supermarkets in Surabaya, Hokky Supermarket defines itself as supermarket that provides premium ingredients and unique products. The sample used in this study includes Hokky Supermarket costumers domiciled in Surabaya, who are man and woman aged between 18-60, have visited and make a purchase at Hokky Supermarket Surabaya for at least 2 times in the last 3 months, have visited and made a purchase at other supermarkets in Surabaya for at least 2 times in the last 3 months, and have asked for help or interacted with Hokky Supermarket Surabaya employees. There are 139 respondents. Based on the data analysis, it can be concluded that all the five hypotheses in this research are supported.