摘要：Keyword: Keywords: Marketing mix, customer satisfaction, retail. Abstrack:ABSTRACT : This research is aimed to know the effect of retail marketing mix towards customer satisfaction in modern market. The data which is used by the writer is primary data with Carrefour Depok customer as respondent and is processed with SPSS 17.0. The method which used in this research is multiple linier regressions. From the calculation with multiple linier regressions, it seems that not all retail marketing mix variable influence customer satisfaction. From 8 variables, there are any two variables that are not affected towards customer satisfaction. Whereas, the rest such product characteristic, retail communication, in store ambience, retail price consideration %26 visual merchandising variable have positive effect and customer satisfaction has negative effect towards customer satisfaction
