The purpose of the research was to compare patronage intention and store image between Alfamart and Indomaret.
Additionally, this research clarified the influence of the components in the retail mix, which were in-store
promotion, store atmosphere, convenience, and merchandise between Alfamart and Indomaret in the formation
of store image and its impact on patronage intention. The research methods were independent t-test and path
analysis. Independent t-test aimed to find differences that occurred between Alfamart and Indomaret especially the
differences in the components of the retail mix, store image, and patronage intention. Meanwhile, path analysis
was to determine the effect of the retail mix to store image and patronage intention. After processing the data,
it is shown that both variables which are the components of the retail mix, store image, and patronage intention
are surpassed by Alfamart. In Alfamart, there are significant influences of in-store promotion, convenience, and
merchandise to the store image and patronage intention. Meanwhile, for Indomaret, there is the influence of the
in-store promotion, convenience, and merchandise to store image and patronage intention with conditions that
store atmosphere and store image have a direct influence on the patronage intention.