Internal Marketing on Traditional Retail Business in Surabaya City
Abstract
Since the presence of modern retail, there is no denying the existence of traditional retail is threatened. In order to compete, traditional retail needs the right strategy. One such strategy is the application of appropriate internal marketing to internal customers, so that they can provide the best quality of service for external customers. The purpose of this research is to find the internal marketing indicators that are expected by internal customers of traditional retail businesses in Surabaya, and which of these indicators can be considered to be a priority. This research uses a mixed method, in which the qualitative approach in the form of interviews and FGD to 15 key informants namely internal customers of traditional retail business, while quantitative approach in the form of the deployment of questionnaires to 30 internal customers to further be carried out of factor analysis and AHP. The results of this research is obtained 9 internal marketing indicators, and the highest point of these indicators is the Leadership factor with points of 0.1783849.
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