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This study aims to determine and analyze the impact analysis of service quality and trademarks to the promotion and customer retention in the mobile shop business in the District of Medan Selayang. This research uses a random sampling method to retrieve the data of 220 respondent’s business owners as the unit of analysis. Methods of data analysis using SEM analysis to determine the effect of service quality and trademarks to the promotion and customer retention in the mobile shop business, which is processed by a software program AMOS 18. The results prove that: Quality Services and no significant positive effect on customer retention at a kiosk Style, Quality Services negative effect but significantly to the promotion of the stalls mobile, trademarks influence positively and significantly on customer retention in the stalls mobile, trademarks positive and not significant on sale at stalls mobile, promotion of positive influence and significant toward customer retention on a stall mobile, in this corresponds SEM analysis results obtained that the quality of service does not significantly affect the promotion, but the trademark continuously to improve customer retention. Therefore, the owner of a mobile shop business to continue to exist must create a brand for the product services mobile products that bind some technical dimension in customer retention. Keyword: Quality of service, trademarks, Customer Retention and Promotion

iosr journal of business and management

Analysis of Effect Trademarks, Quality Services, and Promotional as Intervening Variable Implications on Customer Retention Mobile shop business in Medan Selayang District