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Abstract

Purpose— This study examines how retail marketing mix and store image influence consumer trust, customer satisfaction, and repurchase intention among Alfamart consumers in Samarinda, Indonesia.


Research Methodology— A quantitative explanatory survey was conducted with 185 consumers who had purchased from Alfamart. Thirty-seven indicators were measured on a five-point Likert-type scale. The structural model was evaluated using covariance-based structural equation modeling in IBM AMOS version 23.


Results— Retail marketing mix significantly affected trust and satisfaction, while store image significantly affected trust but not satisfaction. Neither retail marketing mix nor store image had a significant direct effect on repurchase intention. Trust significantly affected satisfaction and repurchase intention, and satisfaction significantly affected repurchase intention. Trust showed the strongest direct association with repurchase intention.


Research limitations/Implications— The non-probability sample and single-city setting limit generalizability. The findings imply that retailers should convert functional retail attributes into trustworthy and satisfying customer experiences.


Originality— The study integrates retail marketing mix and store image with relational mechanisms to explain repurchase intention in a physical modern-retail context.

Keywords

Retail Marketing Mix Store Image Consumer Trust Customer Satisfaction Repurchase Intention Modern Retail

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Sari, A. R., Azizah, A., Surahman, S., & Barus, F. (2026). Retail Marketing Mix, Store Image, Trust, Satisfaction, and Repurchase Intention in Modern Retail. Advances in Human Resource Management Research, 4(3), 639–653. https://doi.org/10.60079/ahrmr.v4i3.1232
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