ANALISIS PENGARUH KUALITAS PELAYANAN DAN PRODUK TERHADAP KEPUASAN KONSUMEN BERBELANJA DI SUPERMARKET
DOI:
https://doi.org/10.24034/j25485024.y2012.v16.i3.350Keywords:
kualitas pelayanan, kualitas produk, kepuasan konsumen dan supermarketAbstract
Tujuan penelitian ini untuk mengetahui pengaruh hubungan antara kualitas pelayanan dan kualitas produk terhadap kepuasan konsumen pada industri ritel, khususnya Supermarket Matahari, Mal Metropolitan dan Carrefour. Metode penelitian menggunakan asosiatif kausal, bertujuan untuk mengukur hubungan kausal variabel independen dengan variabel dependen. Populasi penelitian seluruh konsumen ketiga supermarket, dan jumlah sampel yang diambil sebanyak 120 orang (random sampling). Pengambilan data dengan menggunakan teknik kuesioner yang terstruktur yang disampaikan kepada responden pada saat berbelanja, yaitu sekitar bulan Februari-Maret 2011. Untuk menguji hipotesis digunakan analisis regresi dan Anova. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan kualitas produk merupakan faktor utama yang mempengaruhi kepuasan konsumen berbelanja di ketiga supermarket, karena itu ketiga supermarket harus tetap meningkatkan kualitas pelayanan dan kualitas produk secara berkesinambungan, agar selain dapat bertahan juga berkembang dimasa datang. Dilihat dari persentase jawaban masing-masing responden super- market, dapat disimpulkan bahwa konsumen lebih senang berbelanja di Carrefour dari pada di kedua supermarket, karena faktor kualitas pelayanan dan produk yang diberikan lebih unggul/superior dibandingkan dengan Mal Metropolitan dan Matahari.References
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