ANALISIS PENGARUH RETAIL MIX TERHADAP CUSTOMER SATISFACTION DENGAN INDOMARET 150 SEBAGAI OBJEK

Hosea Kristanto Tandra

Abstract


Pertumbuhan ritel jenis minimarket semakin pesat,  sehingga tidak jarang masyarakat dengan mudah menemukan lokasinya. Salah satu minimarket yang mengalami kemajuan itu adalah Indomaret, yang sudah mendominasi pasar minimarket di Indonesia.  Penelitian ini bertujuan untuk mengalisa pengaruh dari Retail Mix (Store Design & Display, Communication Mix, Merchandise Assortment, Location, Price, dan Customer Service) terhadap Customer Satisfaction pada Indomaret 150 Surabaya. Penelitian ini dilakukan dengan menyebarkan kuesioner secara online kepada 100 responden yang pernah berkunjung atau berbelanja di Indomaret 150 Surabaya. Teknik Analisa yang digunakan adalah
Teknik analisis kuantitatif dengan metode path analysis.  Hasil penelitian ini adalah, dari 6 dimensi Retail Mix hanya dimensi Customer Service yang berpengaruh signifikan terhadap Customer Satisfaction, dengan nilai jauh diatas rata-rata (>1.96), yaitu 4.915. Customer Service dari Indomaret
150 bisa menjadi keunggulan tersendiri bagi pelanggan dan karena termasuk indikator retail mix, bisa disimpulkan Retail Mix memiliki pengaruh terhadap Customer Satisfaction.


Keywords


Retail Mix,Store Design & Display,Communication Mix, Merchandise Assortment, Location, Price, Customer Service, Customer Satisfaction,retailer, minimarket, Indomaret 150

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