According to Dunne and Lusch (2005), that the retail marketing mix are:
"The combination of factors use to santisfy need influense consumer purchase decision. Element in the retailing marketing mix include the types of the merchandise and sevice Offered, merchandising, pricing, advertising and promotional programs, store design, merchandise displays, assistance to costomers provided by sales people and convenience of the store's location ".
Meanwhile According Mar'uf Hendy (2005), that the retailing marketing mix is a combination of several elements that are used for retail business consumer satisfaction is needed to influence purchasing decisions. These elements include: merchandise, promotion, price, store atmosphere, location and service.
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