<![CDATA[Competition in the retail industry means that any company  trying  to attract  consumers  to buy products  in stores with the attention to the retail marketing mix. In addition to competitive  factors, the number  of consumer  and public complaints about retail marketing mix noted for improve quality of  care.  Social  media  as  a two-way  communication  between  a brand with consumers and public is the right analysis tool for use to understanding  it. So, the purpose of this study was to evaluate the retail services in Bandung by using criteria based on service marketing  mix  of consumer  and  public  opinion  through  social media.  To  understand  of  complaints,  researcher  use  content analysis   to  identification    the  needs   of  consumer   through sentiment. As a new tool analysis, Twitter can be used to explore service quality of retail. The main analysis  is see the advantages and  disadvantages   of  marketing  mix  in  serving  consumer through  the division  between  the marketing  mix with a number of  conversations  for  each  sentiment.  The  smaller  the  value indicates the most important marketing mix for repair. After run the analysis,  the general  weaknesses  of retail are price, process, and people. All weaknesses in each retail must consider for management to increase satisfaction and loyalty of consumers. Keywords:  marketing  mix, retail service, content analysis,  Twitter, conversation]]>
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