PENGARUH ATRIBUT PASAR SWALAYAN PADA PERSEPSI KUALITAS KEPUASAN DAN LOYALITAS KONSUMEN BEBERAPA PASAR SWALAYAN DI JAKARTA

• المؤلفون الرئيسيون: , Yusuf Lestanto, , Ike Janita Dewi, SE., MBA., Ph.D.
• التنسيق: Theses and Dissertations NonPeerReviewed
• منشور في: [Yogyakarta] : Universitas Gadjah Mada 2013
• الموضوعات: ETD
• الوصول للمادة أونلاين: https://repository.ugm.ac.id/125689/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65862

As along with the increasing number of supermarket growths and tighten competition, the supermarket consumers increasingly have more shopping options. To attract and retain customers, the supermarkets have to understand what value consumers need and be able to compete with other supermarkets. This study examined the attributes of service quality provided by supermarkets to consumers. The service quality attributes are quality product, competitive price, product variety, fast check-out, easy payment, employee courtesy, cleanliness of supermarket, clear price labeling, location affordability and operational hours. The subsequent test is the influence of service quality perceptions on customer satisfaction and the latter is the effect of customer satisfaction on loyalty to a particular supermarket. This study uses stepwise regression to test the service quality attributes which are provided by supermarkets in Jabodetabek area on the perception of service quality, followed by testing the perception of service quality on customer satisfaction and the final testing of customer satisfaction on consumer loyalty. In the study it was found that the most influential attributes on the perception was the employee courtesy and clear price labeling. This study also proves that the perception of service quality affect customer satisfaction and ultimately consumers who are satisfied will loyal to that supermarket. Limitations of this study is the respondents were represented by respondents who live in Jabodetabek. The results do not reflect the perception of consumers throughout Indonesia. Research can also be developed on minimarkets which are emerged rapidly.