摘要：In the case of faces stiff competition in the retail business Indomaret partiesmust respond to any matters that affect consumers in choosing the store to shopso as to produce a satisfaction. This strategy is an important enough in the faceof the competitive level of competition between a retail company with otherretail companies. From the data obtained, the author tries to analyze what thingsare affecting consumers in choosing the store by using the eight dimensionsaccording to James F. Engel (1998: 257), namely: price, location, nature anddiversity of quality goods, advertising and promotion, sales personnel, servicesoffered, the physical attributes the store, the stores atmosphere. In this study,the method used is to perform the method shown the questionnaire to 100respondents consisted of 38 men and 62 women, in which each respondent hadto fill out a list of questions provided. Based on research results indicate that thebranch Indomaret Margonda Depok seen from the above eight dimensionsassessed have gone well, this agrees with the results of the questionnaire foundthat most customers were satisfied and influence them in choosing a place toshop Indomaret
