Case Study on Giant Hypermarket Cikarang)

SERVICE QUALITY ANALYSIS OF SERVICE GIANT HYPERMARKET (CASE STUDY ON GIANT HYPERMARKET CIKARANG)

By Pophel Fuston 015201000022

A skripsi presented to the Faculty of Business President University In partial fulfilment of the requirements for Bachelor Degree in Business Major in Business Administration

Maret 2014

SKRIPSI ADVISER RECOMMENDATION LETTER

This skripsi entitled “SERVICE QUALITY ANALYSIS ON GIANT HYPERMARKET SERVICE (CASE STUDY OF GIANT HYPERMARKET CIKARANG)” prepared and submitted by Pophel Fuston in partial fulfillment of the requirements for the degree of Bachelor of Business Administration in the Faculty of Business has been reviewed and found to have satisfied the requirements for a skripsi fit to be examined. I therefore recommend this skripsi for Oral Defense.

Cikarang, Indonesia, March 2014

Acknowledged by, Recommended by,

A.B.M. Witono, Ph.D. Ir. Farida K.Ganiarto, M.Si. Head, Business Administration Advisor Study Program

DECLARATION OF ORIGINALITY

I declare that this skripsi, entitled “SERVICE QUALITY ANALYSIS ON GIANT HYPERMARKET SERVICE (CASE STUDY OF GIANT HYPERMARKET CIKARANG)” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, March 2014

Pophel Fuston

PANEL OF EXAMINERS APPROVAL SHEET

The Panel of Examiners declare that the skripsi entitled “Service Quality Analysis On Giant Hypermarket Service (Case Study of Giant Hypermarket Cikarang)” that was submitted by Pophel Fuston majoring in Business Administration from the Faculty of Business was assessed and approved to have passed the Oral Examinations on

A.B.M. Witono, Ph.D. Chair - Panel of Examiners

Anthon S. Tondo, S.E., M.B.A. Examiner I

Ir. Farida K.Ganiarto, M.Si. Examiner II

III

ABSTRACT

The purpose of this study was to analyze the service quality attributes that are considered important in determining customer satisfaction Cikarang Giant Hypermarket, Giant Hypermarket Cikarang analyze the performance of the service quality attributes that determine customer satisfaction and analyzing customer satisfaction with service quality in Giant Hypermarket Cikarang. Sampling of 100 people is taken with convenience sampling technique. The analysis tool is Importance Performance Analysis (IPA) and the Customer Satisfaction Index (CSI). The conclusion of Importance performance analysis states that the customer is satisfied with the services provided by Giant hypermarket Cikarang. Customer satisfaction with service quality in Giant Hypermarket Cikarang can be seen from the results of the Customer Satisfaction Index, which gained 84.20% of the results. The value is the range of CSI value between 0.81 - 0.100, which means that customers are satisfied with the performance of services Cikarang Giant Hypermarket.

Key word: Service Quality, Customers satisfaction, Importance Performance Analysis, and Customer Satisfaction Index.

ACKNOWLEDGEMENT

All praise and thanks to God, because of God's grace I have finished this thesis as well. This thesis is done as a requirement to complete the study program and get a bachelor degree in Business Administration the faculty of Business, President University Cikarang.

As long as the process of this thesis many obstacles that have been encountered by researcher, however, for the grace, guidance from God, and with the spirit and the encouragement and guidance of some of those who have helped, through this opportunity the authors would like to show my gratitude to:

1. My parents, for all the prayers and sacrifices and all its support over the years, either in moral, spiritual, and material infinite. I don’t know how to describe my gratitude to both of you in words. Thanks for everything that you gave to me. 2. Mr. A.B.M Witono, Ph.D. as Head of Business Administration Study Program and Mr.Misbahul Munir as Dean in Faculty of Business which always strives to provide the best for the students in the Faculty of Business. 3. Mam. Ir. Farida K.Ganiarto, M.Si. as my advisor thanks for your support and learning materials that have been given during the making of this thesis. 4. All the respondents in Cikarang, thanks a lot for spending your time to fill the questionnaire. 5. Dearest friends that I always remembered, Andi Dirga Utama, Randi harry, Billy Homario, Ardito abdillah, Andri rusdianto, Bambang Setyawan, Faisal basri, Tarmono, Farras ramzy, M. syarif, Said fahri, James Louis, Angga sena putra. Fitto Priestasa, Odis, Edwin Rinaldy, Ellene, Louisha, Shintia Dewi. 6. Dearest B12 friends that I always remembered, Billy Homario, Febriandi Xin, Rianovel, Alkindy, Yugoswara, Joudy Marsya, Agustinus wiharja,

Haryanto Bahana, Ikbal syaputra, Jody, Mintono Agus, Yonas Kobam, Davin, Furkhan Fadhil, Abdul Rahman Nasution, Daman Irawan, Himawan Prayoga. 7. Dearest BA friends, James Louis, Edo Mahendra, Florence Indah, Davin Ega Merpati, Said Fachri, Rosyanti, Nesia Lisa Pertiwi, Christin Widjaja, Hengky, Agy Wijaya, Jumi, Wulan, Febriandi, Habil Fuady, Mark Tantri Suryadi, Stefanus Edmund, Atelia Wirahaque, Bambang Setyawan, Lucius Suryodiputro, Surya gara, Trio Kurniawan, Icha, Nia, Luthfi.

Finally, perfection is belongs to God, the author is aware that this thesis is still a lot of shortcomings and far from perfectness. Therefore, the authors expect suggestions and constructive criticism of this thesis to be a better and useful in the future. Hopefully this study can add to the information and knowledge to the reader. Amen.

Pophel Fuston

TABLE OF CONTENT

THESIS ADVISER RECOMMENDATION LETTER………………………I

DECLARATION OF ORIGINALITY………………………………………II

PANEL OF EXAMINERS APPROVAL SHEET…………………………..III

ABSTRACT…………………………………………………………………IV

ACKNOWLEDGEMENT…………………………………………………....V

TABLE OF CONTENTS…………………………………………………….IV

LIST OF TABLES…………………………………………………………...XI

LIST OF FIGURES…………………………………………………………XII CHAPTER I – INTRODUCTION

1.1 Background …………………………………...... 1

1.2 Problem Identification………...…..…...……………………....…..….4

1.3 Statement of the Problem…………………………………………..….5

1.4 Research Objectives……………………………………………..…….6

1.5 Significance of the Study...... …...7

1.6 Definition of Term…………………………………………………...... 7

1.7 Scope and Limitation of the Study…………………………...... 8

CHAPTER II – LITERATURE REVIEW

2.1 Service………………………………………………………………...10

2.1.1 Service Characteristic…………………………………………10

2.1.2 Service Classification…………………………………………12

2.1.3 Service Quality………………………………………………..13

VII

2.2 Description of Customers Satisfaction………………………………..13

2.2.1 Factors Affecting Customer Satisfaction……………………..14

2.2.2 Element of Customer Satisfaction Program…………………..14

2.2.3 Measuring Customer Satisfaction…………………………….16

2.2.4 Benefit of Quality and Customer Satisfaction Measurement…18

2.3 Description Service Quality …………………………………………..18

2.3.1 Definition of Service Quality………………………………....18

2.3.2 Dimensions of Service Quality……………………………….20

2.4 Theoretical Framework……………………………………………….21

2.5 Hypothesis……………………………………………………………22

CHAPTER III – RESEARCH METHODOLOGY

3.1 Research Method……………………………………………………...23

3.2 Time and Place for Research………………………………………….23

3.3 Population and Sample………………………………………………..24

3.4 Data Collection Techniques…………………………………………..24

3.4.1 Validity Test………………………………………………….26

3.4.2 Reliability Test……………………………………………….26

3.5 Data Analysis Technique……………………………………………..27

3.5.1 Importance Performance Analysis………………………..….27

3.5.2 Customer Satisfaction Index…………………………....……32

VIII

CHAPTER IV – RESULT AND DISCUSSION

4.1 Company Profile……………………………………………………...34

4.1.1 History of Giant Hypermarket………………………….….…35

4.1.2 Vision………………………………………………………....35

4.1.3 Mission….………………………………………………….....36

4.1.4 Philosophy…………………………………………………….36

4.1.5 Company Structure………………………………………...... 36

4.2 Validity and Reliability Test Questionnaire…………………………...37

4.3 Respondent Characteristics……………………………………………42

4.3.1 Description of Respondent by Gender………………………..42

4.3.2 Description of Respondent by Age……………………………43

4.3.3 Respondent Income……………………………………………44

4.3.4 Respondent Expenditure………………………………………45

4.4 Customers Satisfaction Level Analysis………………………….…….46

4.4.1 Assessment Importance and Satisfaction Customers of Service Quality Attributes Giant Hypermarket Cikarang……………...48

4.4.2 Suitability Analysis Attributes of Service Quality Giant Hypermarket Cikarang………………………………………...59

4.4.3 Importance Performance Analysis……………………………..63

4.5 Customers Satisfaction Index…………………………………………. 68

CHAPTER V – CONCLUSION AND SUGGESTIONS

5.1 Conclusion……………………………………………………………..72

5.2 Suggestions…………………………………………………………….73

APPENDIX

A. Questionnaire…………………………………………………………...75

B. Validity Test from SPSS…………………………………….………….80

C. Reliability Test from SPSS………………………………………...... 90

D. Cartesius Diagram……………………………………………………....91

E. Research Data………………………………………………………...... 92

REFERENCES…………………………………………………...…….97

LIST OF TABLE

Tabel 4.1: Validity Test of Instruments Importance of Giant Hypermarket Cikarang Customers ………………………………………………….38

Tabel 4.2 Validity Test of Instruments Satisfaction of Giant Hypermarket Cikarang Customers…………………………………………………..39

Table 4.3: Reliability Test Instruments Importance Giant Hypermarket Cikarang Customers……………..……….…………………………………...... 41

Table 4.4 Reliability Test Instrument Satisfaction Giant Hypermarket Cikarang Customers………………………………………………………….....41

Tabel 4.5 Frequency Distribution Based on Gender…...... 42

Tabel 4.6: Frequency Distribution of Respondents by Age……………………....42

Tabel 4.7: Frequency Distribution of Respondents by Average Income per Month ………………………………………………………………..44

Tabel 4.8: Frequency Distribution of Respondents by Average Expenditure per Month………………………………………………………………...45

Table 4.9 Quality of Service attributes Giant Hypermarket Cikarang………….47

Tabel 4.10: Importance Attribute of Service Quality Giant Hypermarket Cikarang…………………………………………………………....49

Tabel 4.11 Satisfaction Attribute of Service Quality Giant Hypermarket Cikarang……………………………………………………………51

Tabel 4.12 Priority Level of Customer Suitability of the Attributes of Service Quality Giant Hypermarket Cikarang ………………………………60

Table 4.13 Customer Satisfaction Index………………………………………..68

LIST OF FIGURE Figure 3.1: Diagram Cartecius………………………………………………..31

Figure 4.1: Structure of Giant Hypermarket………………………………….36

Figure 4.2: Respondent Profile by Gender……………………………………42

Figure 4.3: Respondent Profile by Age……………………………………….43

Figure 4.4: Respondent Profile by Income……………………………………44

Figure 4.5: Respondent Profile by Expending………………………………...46

Figure 4.6: Cartesius Diagram of Corelation between Importance level and Satisfaction level………………………………………………….65

XII

CHAPTER I INTRODUCTION

1.1 Background

For the past few years, quality enhancement for services offered has attracted the attention of many companies. This particular thing happens because service quality can be utilized to achieve competitive superiority. With good quality service enhancement, loyal customers can be obtained, and there is a greater possibility that new customers can be attracted. Loyal customers of a certain product or service are satisfied so that they purchase more than once. This is very advantageous for the company; satisfied customers, however, are not likely to look for other brands of similar product, and there is the advantageous free promotion in the form of word of mouth by loyal customers to other prospective customers.

The paradigm which is nowadays the strategy of many organizations (private and public) is parallel with the quality revolution by integrated quality management approach. Quality by many circles of organizations is regarded as change paradigm which needs to be put in notice because quality determines and is the core of organization’s life. Customer’s satisfaction is one success secret in business. In fact, a lot of people nowadays are doing it both intentionally and unintentionally. Many business failures happen because customers feel unsatisfied so that they look for similar alternative product. Customer oriented approach had better be done more systematically and effectively.

Customers’ satisfaction identification procedure can be briefly described as follows:

1. Customer’s preference factor identification towards similar products in the market. 2. Reason identification of customers choosing particular products. 3. Prominent characteristic identification of favorite products. 4. Customers’ motive identification on using particular products. 5. Using findings on field as evaluation medium towards product/service sold. 6. Developing product according to customers’ wants by modifying, adding or totally changing with new appearances.

Customers’ satisfaction is the response towards incompatibility between previous importance level and actual work which is felt after consume. One factor determining customer satisfaction is customer perception on service quality focusing on five dimensions namely tangibility, reliability, responsiveness, assurance, empathy and access. Customer satisfaction, besides influenced by service quality perception, it is also determined by product quality, price, and private factors as well as seasonal situation.

Service quality implementation run by a company in the service field is giving the best service to customers in order to create satisfaction. Quality given by company will trigger customer perceptions on quality given to them. Differences between customers’ wants and quality are often found. To know if a company has given the suitable service, evaluation is needed by the customers. Service quality in a service company includes five dimensions, in which the five dimensions according to Parasuraman cited by Simamora (2011:186) are reliability, tangibility, responsiveness, assurance and empathy.

Quality is strongly related to customer satisfaction. Quality pushes customer to build relationship with company. In a long period of time this kind of relation makes company understanding wants and needs of

customers possible. Therefore, company can enhance customer satisfaction where company maximizes customer satisfaction and minimize customer dissatisfaction. (Tjiptono, 2006).

Retail company as one of company form running in service field also needs to put the five dimensions of service quality into attention, which is the indicator by the customers in evaluating whether the particular service is good or not, with hopes that the retail company can sustain and develop.

Giant Hypermarket as a company running in the service industry especially retailing, is demanded to be able to give service as good as possible so that it can sustain in long term competition by giving promise namely assurance in servicing their customers. Prime services from goods, friendliness, and positive response towards complaints can preserve Giant Hypermarket loyal customers. Optimal retail companies can preserve satisfaction maximally.

The increasingly competitive level in business demands companies to put more attention to their customers so that they feel satisfied for the service they get and give a benefit to the company, namely loyalty. Retail business as a company in the service sector gives assurance which later on will satisfy the customers.

Human factor is one of the most important factors in enhancing customer satisfaction. In order to create a high quality human resource that can increase technological perception as a whole needs preparation and careful filtering to obtain productive, efficient, and civilized human resource with balanced social characteristics to the environment.

In creating success on enhancing employees’ ability besides some indicators mentioned above, employees’ ability can succeed with their own

will, which means how the employees show their ability in their work. Developing ability and knowledge is really needed because employees are demanded to have or create a method to work with quality for desired outcome.

Enhancing, employee competition and service quality to customers are ways to satisfy customers. By forming an integrated service quality, namely doing integrated service quality system towards customers between respective firm, it makes easier for customers to get service quality.

To evaluate the importance of service quality of Retail Company as a service industry in order to enhance customer satisfaction, in which later on positively influencing the company life, researcher is choosing the topic of “SERVICE QUALITY ANALYSIS ON GIANT HYPERMARKET SERVICE” (Case Study on Giant Hypermarket Cikarang).

1.2 Problem Identification

In creating success on enhancing employees’ ability besides some indicators mentioned above, employees’ ability can succeed with their own will, which means how the employees show their ability in their work. Developing ability and knowledge is really needed because employees are demanded to have or create a method to work with quality for desired outcome.

1.3 Statement of the Problem

Topic: “Service Quality Analysis of Giant Hypermarket Service” (Case Study on Giant Hypermarket Cikarang)

Based on the background discussed above, the problem formulated is: 1. How customer satisfaction of service quality of Giant Hypermarket Cikarang? 2. Are Giant Hypermarket Cikarang has given good service to its customers? 3. Are customers of Giant Hypermarket Cikarang satisfaction for services provided during this? 4. Is the quality of services provided by Giant Hypermarket Cikarang adequate? 5. How analysis of customer satisfaction with the quality of services provided by Giant Hypermarket Cikarang? 6. How customer loyalty is formed over the quality of services provided by Giant Hypermarket Cikarang?

1.4 Research Objectives

Based on the existing problem, this research aims to: knowing customer satisfaction on service quality on Giant Hypermarket Cikarang. Service quality will affect customer’s satisfaction, while customer’s satisfaction will affect customer’s loyalty. More and more customers become a loyal customer the income for Giant hypermarket Cikarang will increase. The objective of the study can be achieved by prove the hypotheses to find out what extent service quality to customers satisfaction through questionnaire that spread to the respondent Giant hypermarket Cikarang customers in the population of President University Students. Respondent assessment will be analyzed to find out what aspects have to improve to fulfill the customer’s satisfaction as Giant hypermarket Cikarang customers. Giant Hypermarket Cikarang customers here are President University Student as respondents and customers of Giant Hypermarket.

1.5 Significance of the Study The result of this research is hopefully beneficial, especially Giant Hypermarket Cikarang. The benefits which can be taken, namely:

1. For Giant Hypermarket Cikarang, this research is hoped to be beneficial as a feedback to formulate the attempts of Giant Hypermarket Cikarang to cluster needs and wants of customers, as well as knowing the level of importance on service quality perspective.

2. For Academic, this research may be used and contribute to the academic field especially for business student in President University for the further research of service quality for retail store like Giant hypermarket, Indomart, Alfamart, etc in Jababeka Cikarang. The research of service quality may be has improvement and has wider future research hence it is not just in service business but also for non-service business such as groceries market.

3. For Researchers, this research is beneficial as an additional information and experience on customer satisfaction. This study is a vehicle to apply the concepts and theories of service quality that has been obtained through a lecture on the real business world in the environment. This research can be one reference to do another research.

1.6 Definition of Term 1. Service, a series of intangible, activities throughout interaction between customers and service employees or physical goods

and services companies which are presented as a solution for customers problems.

2. Quality, it consists of collection of specification of a product or a service which meets expectation of a customer and are indicated by the customers neither the producers nor a service company

3. Service Quality, service quality as the degree of discrepancy between customer normative expectation for the service and their perception of the service performance.

4. Customer Satisfaction, A result of overall evaluation of cognitive and emotional made after the tangible perceived experience on all levels and processed are compared to the expected standard, Homburg, 2001 and it’s generally meeting or exceeding one’s expectation Gee et al, 2008 (Le Roux, customer satisfaction and loyalty). Simplify as state when the customers feels a product or a service meets the customer’s expectation.

5. Retail store, a retail store is a business that deals with retailing of a wide variety of goods. It also provides advice as well as comprehensive information on the goods that are normally sold at retail prices via their sales teams.

6. Retail, sale of goods to end users, not for resale, but for use and consumption by the purchaser and retail transaction is the end of total supply chain activity. The retail transaction is at the end of the supply chain.

1.7 Scope and Limitation of the Study Due to limited time, energy, budget and as well as to keep this research focused and stable, problem limitation is needed. Therefore, researcher limits the problem on “Analysis of Customer satisfaction on Giant Hypermarket Service”. The scope and limitations of the study for research can be focused on one area to get more objective results. This study only focused on customer satisfaction with the service Giant Hypermarket, Jababeka – Cikarang baru. The respondent is restricted to subscribers of President University students to get better results.

CHAPTER II LITERATURE REVIEW

2.1 Service

Service is an intangible act of one to another. Generally service is produced and consumed at a same time, where interaction between service provider and service receiver influence the result (Rangkuti, 2003).

Kotler in Tjiptono and Chandra (2005) described that service is an intangible act which can be offered by one to another (no physical form) and does not outcome any possession. According to Gronroos in Tjiptono and Chandra (2005), service is a process of intangible activities which usually (not necessarily always) happens in interaction between customer and service employee as a solution for customer’s needs and wants.

Service can also be defined as economical activity which benefits the customer at certain time and place, as a result of an action creating a desired change in or on the service receiver (Lovelock, 2005).

2.1.1 Service Characteristics

Goods and services have clear differences if they are examined from their characteristics. According to Kotler in Tjiptono and Chandra (2005), there are four main characteristics of service which differentiate itself from goods:

1. No physical form (intangibility) Service is intangible which means cannot be seen, tasted, touched, heard, nor smelt before purchase. A person cannot evaluate a result of service before buying that particular service first. Customer will see from place, person, equipment, communication devices, symbol, and price to find an indicator of the desired service quality. The service provider’s task is to give physical evidences to create something abstract.

2. Inseparable (inseparability) Generally, service is sold first then it is produced and consumed at the same time where the service provider is also a part of the service. Both provider and customer will influence the result of the service.

3. Various (variability) Service is variably various because it is nonstandardized output, meaning that it is formed of various shapes, quality and types, depending on who, when and where the particular service is produced. Human component is involved greater on people-based service industry rather than equipment-based

service, which means the result of people-based service operation, is likely to be less standardized and unified than equipment-based service. Customers often ask for others’ opinion before deciding to choose a service provider.

4. Easy to perish (perishability) Service is a commodity which does not last long and cannot be stored if the service demand is constant so that if not consumed then the act of service will just end. In general, service demand varies and seasonal.

2.1.2 Service Classification

According to Kotler iin Tjiptono and Chandra (2005), products and services can be offered to market with various classifications: 1. Pure Tangible products Offering only consists of physical products, for example: bathing soap, toothpaste or cleaning soap without any service included in the product.

2. Tangible products with services Offering sales consisting of a physical product with one of some acts of service to strengthen the attractiveness depend on the quality of product and the availability of customer service – for example, an exhibition room, maintenances, operators, etc.

3. Mixing

This offering gives goods and service in the same proportion, for instance customers can enjoy food and service offered at the same time in a restaurant.

4. The main services are accompanied by additional goods and services This offering consists of a main service together with an additional service and other supporting goods; for example, if a customer wants to go somewhere by airplane. This means customer has bought a transportation service and customer can enjoy the offered services, such as food, drinks, and flight magazines during flight. Customer has to get on the airplane first to enjoy these additional products and services during flight.

5. Pure service The offering given is purely services, for instance: babysitting, massages, psychotherapy, etc.

2.1.3 Service Quality

According to Supranto (2001), quality is a word for service provider to be defined as something that has to be done well. Quality application as a characteristic of product appearance or work is an essential part of company strategy in achieving continuous superiority, both as market leader or a strategy to keep on growing. The superiority of a service product depends on the uniqueness and quality exhibited by the respective service whether it has fulfilled the wants and needs of customers.

Lewis and Booms in Tjiptono and Chandra (2005), described that service quality is a measurement of how good a service level given to be suitable with customer expectation. Service quality can be formed by needs and wants fulfillment and accuracy of delivery to balance customer’s hopes.

2.2 Description of Customer Satisfaction

Customer satisfaction according to Kotler (2000, in Tjiptono 2006) is a feeling of happiness or disappointment originating from comparison between expression towards a product and their expectations. If the products fulfill the expectation, then customer will be satisfied, and vice versa. However, if the product exceeds the expectation, then customer will be very satisfied.

2.2.1 Factors Affecting Customer Satisfaction

Factors influencing the customer expectations will later on influencing customer perception towards a service (Parasuraman in Tjiptono, 2007), namely: 1. Personal Needs Basically, everyone has specific needs depending on the individual’s characteristics, situation and condition.

2. Past Experience Past experience in consuming the same goods and service will affect the consumer’s perception towards the particular company.

3. Word Of Mouth

Consumer’s preference towards a service will be influenced by words of others, forming an expectation.

4. External Communication External communication from goods and service provider plays an important role in forming consumer’s expectation just like in promotions and advertisements.

2.2.2 Element of Customer Satisfaction Program

According to Tjiptono (2006), there are seven main elements in customer satisfaction program: 1. Quality of product and service Companies desiring a satisfaction program implementation have to have a good quality products and prime services so that they can sustain the competition in the industry.

2. Relationship Marketing The main key of every loyalty promotion program is the attempt to build a long term relation with the customers. The assumption is that a strong relation and mutually beneficial between service provider and customers can build the business and provide customer with loyalty.

3. Loyalty Promotion Program Loyalty promotion program is often implemented to build relation between company and customer. Usually, this program gives a kind of special award like bonus, discount, voucher, and gifts related tp the buying frequency or product use or company service.

4. Focus to the best customers Although loyalty promotion program has various forms, all of them have one similarity in focus to the most important customers.

5. Effective Complaint Handling System Complaints handling is strongly related with product quality. Companies have to make sure those products and services produced function as they should from the beginning. If there is a problem, companies will try to fix it immediately through complaint handling system.

6. Unconditional Guarantees Unconditional guarantees are needed to support customer satisfaction success. Guarantee is an explicit promise which is delivered to customers about performance level which can be expected for them to receive. Guarantee is very useful in reducing risk of buying by customers.

7. Program Pay-For-Performance Customer satisfaction program cannot be executed without human resource organization. Besides satisfying customer needs, employees also have to be satisfied with their needs. In other words, total customer satisfaction must be supported with total quality reward which relates performance evaluation system and compensation with every employee’s contribution in quality perfection and customer satisfaction enhancing.

2.2.3 Measuring Customer Satisfaction

Kotler (in Tjiptono, 2006) described some methods which can be used to measure customer satisfaction, namely: 1. Complaint and Suggestion Systems In this system, the usable media is the suggestion box that is located in strategic spots, comment card facility that can be filled directly or mauled, special hotline, etc. These methods are more likely passive so that it is

difficult to get a big picture about customer satisfaction or dissatisfaction because not all unsatisfied customers will deliver their complaints.

2. Customer Satisfaction Survey By company surveying, direct feedback from customers together with giving positive impression that company puts attention to their customers.

3. Ghost Shopping This is done by assigned people who pretend to be customers or potential buyers of a certain company product or competitor. They will deliver findings about strengths and weaknesses of company products and competitors. Besides that, they will also examine and evaluate the way companies and competitors answer customers’ questions including the way every complaint is handled.

4. Lost Customer Analysis Companies try to contact customers who stopped buying or went for alternative products. By doing so, they can get information on why such thing can happen.

According to Schaars (in Tjiptono, 2007), a business’s goal is to create satisfaction of customers. Superior and consistent service quality can stimulate customer satisfaction and will give several benefits (Tjiptono, 2007) such as: a. Harmony in the company and customer relationship; b. Giving the best basic to customers; c. Increasing possibility of gaining loyal customers; d. Atimulating word-of-mouth which is beneficial for the company; e. Good reputation of company in the customer’s perspective; and f. Increased profit.

Customer satisfaction is customer response towards incompatibility between previous level of importance and actual performance which is felt after

consume (Rangkuti, 2002). Customer satisfaction is influenced by service quality, product quality, price and private factors as well as seasonal situation. One factor determining customer satisfaction is customer perception on service quality focusing on five dimensions of service quality, namely: physical evidence (tangible), reliability, responsiveness, assurance and empathy.

2.2.4 Benefits of Quality and Customer Satisfaction Measurement

Supranto (2001) claimed that satisfaction level measurement has strong relationship with product quality (goods or services). Quality aspect measurement by business leaders, namely: 1. Knowing well the process of business. 2. Knowing where change should be done in order to do maintenance continuously to satisfy customers, especially for important things by customers 3. Determining whether changes made lead to improvements.

2.3 Description Service Quality

Competition wins customers in banking business are really reasonable because not only facility and product quality are sought by customer, but also service quality. Nevertheless, businessmen especially in banking field have to understand well service quality and how to develop it. According to the Dictionary of Indonesian Language (Effendi, 2000), influence means power coming from the environment, quality is goodness, service is providing for others’ needs, satisfaction is the feeling of satisfaction and happiness, and customers are customers.

2.3.1 Definition of Service Quality

Service quality has a broad definition. Where definitions from experts have differences one another. According to Martin (2001: 6) service quality is "The ability to consistently meet external and internal customer needs, wants and expectation involving producer and personal encounters", which means the ability to fulfil internal and external needs consistently according to procedure. In this case, service provider is demanded to try to understand what consumers want, so that consumers have expectation of getting the best service quality.

However, according to Boone and Kurtz (1995: 46), service quality is “the degree of excellence or superiority of an organization goods and service”, meaning that quality is a superiority of goods and services an organization produces. Another opinion by Red and Bojanic (2001: 39), "Service quality is perception resulting from attitudes formed by customers long term overall evaluations of performances". The meaning from that definition is the service quality is perception result of customer attitude form as a whole towards an appearance of certain goods and services/ service quality. However, Joewono (2003: 24) has a slightly different opinion on the definition of service quality, in which quality is defined as a essence obtained by consumers from companies, measured based on company ability in fulfilling consumer’s needs and helping to solve consumer’s problems.

Quality is a comparison between consumer’s expectation and appearance of particular goods and services. Researchers and Manager of Sennce from a company agreed that service quality include comparison between expectation and performance. Another opinion by Lewis and Booms (1983: 42) is "service quality is a measure of how well the service level delivered matches customer expectation. Delivering quality service means conforming to customer expectation on a consistent basis (Journal of Marketing). The meaning possessed in the definition is that service quality is a measurement on how good service level is

executed according to consumer expectation. Giving service quality can be defined as adapting to consumer expectation according to the fixed fundamentals.

2.3.2 Dimensions of Service Quality

According to Parasuraman (1988), service quality is the relation between expectation (E) and consumer and perception (P) consumer from service provider. Quality service (Q) can be measured by substracting the numbers from service provider with consumer expectation, so that it can formulate as follows. (Journal of American Academy of Business, 2005: 48): Q = P-E Customer satisfaction is the main aim of hotel workers giving the best service. Therefore, customers are willing to pay more for a facility that can spoil customers to be serviced like at home. Parasuraman, Zeilhaml and Berry (1985) described that to measure service quality, it can be clustered into ten dimensions (Journal of Marketing, 1985: 47), namely: 1. Reliability 2. Responsiveness 3. Competence 4. Access 5. Courtesy 6. Communication 7. Credibilily 8. Understanding From eight dimensions of service quality above, Berry, Zeilhaml and Parasuraman (1991) summarized the, into five dimensions (Zeithaml dan Bitner, 2003: 93-98), namely:

1. Tangibles

This includes physical environment like the building interior and exterior design, and the neat and attractive personnel appearance when providing the service. This physical environment is a picture of service where consumers, especially new consumers will use to evaluate quality. Service industry clarifies physical environment in service strategy, including service where consumers visiting company to be serviced, like at restaurants, hotel, shops and amusement companies. Examples are renovating the waiting room in garage shops, hotel lobby, and renewing employee uniform.

2. Reliability Ability to be counted on in exhibiting promised service with accuracy and responsibility. Reliability means the company keeps their promises, from the introduction, problem solving and price. One example is if a consumer orders a meal, the restaurant accurately provides the right meal as ordered.

3. Responsiveness Eagerness to help the consumers and give fast service is responsiveness. This dimension clarifies attention and quickness in its relation with consumer’s orders, questions and complaints. Responsiveness is also related to consumers about the time needed by consumers to wait for help, answers or attention towards problems encountered. One example is the public health service. That particular place needs to be accessible, quick and attentive.

4. Assurance

Assurance is strongly related to employees’ knowledge and friendliness as well as ability to accept and bring trust and comfort. This dimension may be an important part from service where consumers feel secure and guaranteed that consumers will be provided with service by employees possessing the good ability and knowledge about the goods and services the producers sell.

5. Empathy The ability to understand the consumer wants as well as paying attention to the emotion and feelings of consumers, and also the availability of attention for consumers.

The essence of empathy is to deliver that consumers are unique and special through private or special service. Consumers understand the importance of company providing service for them. The employees in the small service company often know the consumers’ names and build a relationship reflecting knowledge from the employees about their needs and consumers’ choices. Empathy can be seen in hotel service, receptionists know the consumers’ names, greet consumers upon meetings, know what consumers like and remember them.

To give a good service quality, it is essential for the workers from top to bottom in an organization to pay attention to the consumers as it is the top priority (Reid dan Bojanic, 2001: 42). To produce a service quality orientation, consumers have to feel as follows: a. Every consumer is the most important person in every business. b. Consumers do not depend on producers; otherwise, the producers depend on them. c. Consumers do not disturb producers’ performance. Consumers aim for that.

d. Consumers are human being, possessing emotion and feelings. e. Consumers are part of producers’ business, not outside parties. f. Consumers bring producers to consumers’ wants, and producers’ jobs are to serve consumers.

According to experts’ ideas above, researcher has an idea that service quality can be evaluated from many factors of those are related. Where quality service can be evaluated from consumer’s perspective in enjoying goods and services offered to consumers, so that consumers accept and feel satisfied of the performance of goods and services offered. BAB III RESEARCH METHODOLOGY

3.1 Research Method

Research method according to Sugiono (2007) is defined as a scientific way to obtain data with certain goal and function. Scientific way means the research activity is based on scientific characteristics: rational, empirical, and systematically.

The research method used is survey method by gathering data through research instrument, and spreading questionnaires to customers of which the results will then be produced by the program SPSS for Windows version 20.0 to know the relationship between the existing variables. The method is used to test the relation between two free variables and one fixed variable

This research is designed with descriptive method with quantitative approach. The descriptive statistic method is used to explain the happening phenomenon according to the research data. On the other hand, quantitative method is used to explain the level of satisfaction of customers on the perspective of quality service in this research.

3.2 Time and Place for Research

In doing this research, researcher takes the research object at Student Housing President University and Citywalk resto plaza Jababeka Cikarang. The research started on Maret 2014.

3.3 Population and Sample

Population is a group of all objects which are in the attention of the researcher. The research object can be living creatures, things, system and procedures, phenomenon, and many others (Kountur, 2003:137).

Population in other definition as described by Hasan (2002:98) is a totality of all objects or individuals possessing a certain characteristics, which are clear, complete, and researchable. Population in this research is the customers of Giant Hypermarket Cikarang with a status as President University students.

However, sample is a part of population which is taken through particular methods which also has certain characteristics, which are clear, complete and regarded to be appropriate to represent its population (Hasan, 2002:98). The samples in this research are 100 people President University Student. The sample selection is based on simple random sampling technique where all populations have the same opportunity to be a respondent.

The fixation of sample used in the research is using the non probability sampling method, which is the probability of each respondent cannot be known. On the other hand, the sampling technique is accident sampling, which is obtained incidentally, namely spreading questionnaires to President University Student.

3.4 Data Collection Techniques

Type of data used in this research is primary data and secondary data. Primary data is the data obtained directly from first source. The respective primary data includes filling the questionnaire by Giant Cikarang customers and interviewing both customers and employees of Giant Cikarang, and observation which is done towards the customer activities and employee operational activities Giant Cikarang. The questionnaires which are the main data gathering instrument have closed type of questions.

Questions related to service quality are obtained from Giant Cikarang service handbook. In this case, every answer is given weight based on Likert Scale. Likert Scale is used to know or analyze the given service quality by Giant Cikarang with the service quality expected by customers. Respondents are demanded to choose one of a number of answer category of answers. To measure the service quality level of Giant Cikarang on customer expectation Likert Scale is used as follows. 1. = Not Important (TPt) 2. = Less Important (KPt) 3. = Moderately Important (CPt) 4. = Quite Important (Pt) 5. = Very Important (SPt)

To measure the level of performance of Giant Cikarang service quality the Likert Scale is used as follows. 1. = Not Satisfied (TPs) 2. = Less Satisfied (KPs) 3. = Moderately Satisfied (CPs) 4. = Quite Satisfied (Ps) 5. = Very Satisfied (SPs)

On the other hand, secondary data is the data obtained from other sources; this data is used to complete the primary data. Secondary data is obtained through the web and reference study suitable with this particular research.

3.4.1 Validity Test

Validity test is done to see how far the instrument (questionnaire) can measure the object. The analysis technique used is correlation analysis of Product Moment, which is counting the correlation between each question with total score (Umar, 2005).

∑ ∑ ∑

√ ∑ ∑ ∑ ∑

Where: r = correlation number n = number of sample in the research X = question score Y= total score of respondent n in answering all questions

3.4.2 Reliability Test

This test is used to know the level of data reliability which is obtained by an instrument of which meaning is to show the stability of measuring result if the particular instrument is used on different population. According to Supranto (2001), to measure the questionnaire reliability, Alpha Cronbach technique can be used:

∑ [ ]

If ∑ ∑

Where: r = desired reliability coefficient k = number of questions δi2 = question variants δi = test score variant

ΣX1 = sum of subject scores for question number n N = number of population

According to George and Malary in Gliem (2003), reliability number consists of some criteria, namely α > 0.9 (excellent), α > 0.8 (good), α > 0.7 (acceptable), α > 0.6 (questionable), α > 0.5 (poor), and α < 0.5 (inacceptable).

3.5 Data Analysis Technique

Obtained data will be produced and analyzed according to the set goal in the research. Data processing is done by using the program SPSS 20.0 for Windows dan program Microsoft Excel 2010.

3.5.1 Importance Performance Analysis

Qualitative-Quantitative Descriptive Method is used in processing and analyzing this research data. To answer problems about satisfaction level of customers towards Giant Cikarang service, importance and performance analysis is used (Rangkuti, 2003) or analysis of importance level and employee performance.

The total importance level measuring and performance level of each attribute is obtained by adding the multiplication score results of each scale with respondent number choosing Likert Scale. Estimation of each scale is

where: Xib = the biggest score which may be obtained by assuming that all respondents giving the answer of very important or very good (score of 5) to every element i of service quality.

Xik = the smallest score which may be obtained by assuming that all respondents giving the answer of not important or very bad (score of 1) to every element I of service quality.

Therefore, the estimation of every class researched is: [(5 100) (1 100)] = 80 5 Class dividing based on level of importance is: a. 100 – 179 (not important) b. 180 – 259 (less important) c. 260 – 339 (moderately important) d. 340 – 419 (quite important) e. 420 – 500 (very important)

Class dividing based on level of performance is: a. 100 – 179 (very bad) b. 180 – 259 (bad) c. 260 – 339 (moderate) d. 340 – 419 (good)

e. 420 – 500 (very good)

To know whether the service result received by customers is suitable with the customer needs, compatibility level is used. Compatibility level is a comparison between level of importance and performance level. The comparison can be known by comparing the performance level total score (Xi) and importance level total score (Yi). The formula used is:

Where: Tki = level of compatibility Xi = total score of company performance Yi = total score of customer needs

The compatibility level is used to know how far customer satisfaction is. If the compatibility exceeds the total mean (>100%), it can be concluded that the customers feel very satisfied. If the compatibility level is at the same level as the total mean, it can be concluded that customers do not feel satisfied. After compatibility level is obtained, the next step is to meta the mean of each service quality attribute into the cartesius diagram. Cartesius diagram is a diagram formed by two axis. Both axis then are called horizontal axis (x), which will be filled with score of execution level, and vertical axis (y), which will be filled with score of importance. The number that will be used to fill each attribute is the mean that is obtained by dividing level of importance total score with total respondents which is notated with Yi and Xi, is the dividing result of performance level total score with performance level with total respondents, with the formula:

∑

Where: Xi = mean score of performance level of every attribute i Yi = mean score of importance level of every attribute i n = total respondents

Other than that, cartesius diagram is a shape consisting of four parts bordered by two lines crossing upright on dots ( X ,Y ), where X is the mean of total score mean of performance level based on all attributes and Y is the mean of score mean total of importance level of all attributes. There is factor K where K + 19, so that it can be formulated with the formula:

̅ ∑ ̿

̅̅̅ ∑ ̿

Where: K = the number of attribute than can influence customer satisfaction

Next, the level elements will be clustered and divided into four parts onto the cartesius diagram which shows that quadrant I is the main priority, quadrant II is keep it up, quadrant III is low priority, and quadrant IV is overdone. The four quadrants are exhibited in Picture 2 below.

Figure 3.1: Cartesius Diagram

Source: Journal Importance and Performance Matrix Supranto 2010

Based on the diagram, the company can formulate the strategy that can be done according to each position of attributes on four quadrants which can be explained as follows:

1. Quadrant A (Main Priority) The area exhibits the service quality attributes which have the high level of importance or exceeding the mean, however the performance level is measured low. The performance level of service quality attributes which are included in this quadrants needs to be increased.

2. Quadran B (Keep It Up) The area exhibits the service quality attributes which have the high importance level and performance level or exceeding the mean. The included performance quality attributes in this quadrant need to be maintained well continuously due to its superiority in the customers’ perspective.

3. Quadrant C (Low Priority)

This area exhibits the service quality attributes of which importance level and performance level are low, or below mean. Service quality attributes included in this quadrant are considered not very important by customers and the company executes it moderately so that the company does not need to overdo investment allocation for service quality attribute which is included in this quadrant.

4. Quadrant D (Overdone) This area exhibits the service quality attributes which have low importance level; on the other hand, high level performance. The service quality attribute executions in this quadrant are considered overdone by customers.

3.5.2 Customer Satisfaction Index (CSI)

Customer Satisfaction Index (CSI) is used to determine the satisfaction level wholly with the approach that considers importance level of measured service attributes. According to Stratford (2007), CSI measurement method includes these steps: 1. Counting Weighting Factors (WF), which is changing Important Score (IS) into percentages, namely Important Score divided by Total Important Score (IS) so that total weighting factors can be obtained 100%. 2. Counting Weighting Score (WS), which is the multiplication between satisfaction score and weighting factors. 3. Counting Total Weighting Score, which is adding weighting score (Total Weighting Score) from all service quality attributes. 4. Counting satisfaction index, in which Total weighting Score is divided by maximum scale which is used (in this research the maximum scale used is 5) and then multiplied by 100%.

Satisfaction level of respondents as a whole can be seen from customer satisfaction criteria. The criteria according to Customer Satisfaction Survey of PT. Sucofindo in Amalia (2005) are as follows: 0.00 – 0.34 = not satisfied 0.35 – 0.50 = less satisfied 0.51 – 0.65 = moderately satisfied 0.66 – 0.80 = quite satisfied 0.81 – 1.00 = very satisfied

BAB IV RESULTS AND DISCUSSION

4.1 Company Profile

4.1.1 History of Giant Hypermarket

Hero Supermarket is the biggest retail supermarket industry which firstly established on August 23, 1971 at Jl. Faletehan I No. 23, Kebayoran Baru, Jakarta Selatan with a building of 251 meters square with the name of Hero Mini Supermarket. Hero Supermarket was established on Muhammad Saleh Kurnia’s idea, a man from Cibadak, Sukabumi, West Java. He studied business as a child following his parents’ steps who had done business of selling everyday-need goods in his hometown. Around 1948, Kurnia’s family moved to Jakarta to pursue the business. Muhammad Saleh Kurnia’s parents started the business by running a kaki lima “Gerobak Dorong” at Ribal Alley (now known as Jalan Pintu Air Besar Selatan I), West Jakarta.

Here, Muhammad Saleh Kurnia and his brother were active in assisting their parents to run their new business in Jakarta. The business grew fast, and in 1951, the business was no longer run in cart, but in shops at the same street with the name Hero Shop. To grow the business in 1945, Hero Shop established CV. Hero, which imported foreign food and drinks. In 1969, the family inherited the CV. Hero to Muhammad Saleh Kurnia, and in his leadership, the business grew bigger by importing foreign goods and becoming an agent of a number of imported products.

On June 30, 1989, PT. hero Supermarket Go Public participated in the stock exchange, and was the first supermarket retail business in Indonesia which was trusted to sell its stocks to public. In 1998, company and ownership re-structurization was re- cleared, and some businesses of Hero Group was merged in PT. Hero Supermarket Tbk., which included PT. Hero supermarket (Hero Supermarket), PT. Wiramaju Karismajaya

(Mitra Tiko Discount), PT. Catur Abadi jayasakti (Shop In), Star Mart, and Guardian (ex Dairy Farm).

On July 26, 2002, PT. Hero Supermarket introduced the first Giant Hypermarket located at Villa Melati Mas, Serpong-Tangerang. Giant Hypermarket with the motto of “Banyak Pilihan Harga Lebih Murah”, or in English “Many Choices Cheaper Price”, provided large quantity of goods (35,000-50,000 items), of which 90% of them are local products. Giant wanted to be known as an affordable yet trusted brand. Giant Hypermarket was one of many sub-companies by PT. Hero Supermarket Tbk., with branches as follows: Giant Hypermarket (35 branches), Hero Supermarket (50 branches), Giant Supermarket (63 branches, Guardian Beauty Shop and Drugstore (195 branches), Starmart Minimarket (124 branches) on December 31, 2009.

Giant Hypermarket is one of the hypermarkets in Indonesia besides Carrefour hypermarket and Hypermarket Hypermarket spread in Jakarta, Bogot, Depok, Bekasi, Tangerang, Sidoarjo, Surabaya and Bandung. Giant Hypermarket opens at 09.00 AM to 09.00 PM, and on midnight sale event which is held a few times in a week, it opens until 10.00 PM on some branches.

4.1.2 Vision “Becoming the Leading Retailer in Indonesia in Selling and Long Term creation for Shareholders”

4.1.3 Mission “Increasing shareholder investment through commercial success by attracting customers and increasing good competing ability”

4.1.4 Philosophy

1. We ensure the best service to customers. 2. We always provide high quality products according to customer wants

3. We together create an excellent management union.

4.1.5 Company Structure

Organization is a union of a number of people to achieve a goal; therefore, the organization in a company is important, by placing the right people in their field to achieve company main goal:

Figure 4.1: Sturucture of Giant Hypermarket

Source: Website Giant Hypermarket 4.2 Validity and Realibility Test Questionaire

Testing validity and reliability of the questionnaire is done to the respondents of the Giant Hypermarket Cikarang customers. This study uses primary data. Data were collected by questionnaire techniques, namely by providing a written statement to the respondent. Furthermore, the respondents gave respond to the statement. This questionnaire was enclosed in which the answer is already available. Completion of this questionnaire was expected to be completed in less than 25 minutes.

A questionnaire is an instrument widely used in research conducted prior to the 30 respondents test to measure the reliability and validity of the measuring instrument. The test is performed to determine whether all statements (instruments) of the proposed research to measure the research variables are valid. Sugiyono and Wibowo (2004) explained that a valid instrument is measuring instrument, used to obtain valid data and can be used to measure what is to be measured. The size relationship between the questions is generally reflected by the correlation between the answers the question. A question which is has a low correlation with the others question declared as invalid question. Methods that are often used to provide an assessment of the validity of the questionnaire is the product moment correlation (moment product correlation, pearson correlation) between the scores of each of the questions with a total score, so it is often referred to as inter item-total correlation.

Correlation values were obtained (correlation value per item to the total items obtained after statistically correlated per individual) and then compared with a table of correlation values (r) Product Moment Correlation to determine whether the value gained significant or not. If r-count is greater than r-table at a certain confidence level, meaning they meet the criteria for the validity of the instrument so that the item is fit for use in research

Sugiyono and Wibowo (2004) explained that the terms of the validity of the instrument are valid if r count is greater than the critical r (0.30). Suyuti (2005), the item of statement or question is valid if the count has a value of r greater than r standard is 0.03. Sugiyono (2004) is when the correlation of each positive factor and the magnitude of 0.3 to the top of the factors is a powerful construct.

Validity value of each questions or statements on each instrument (questionnaire) can be seen in the value of Corrected Item-Total Correlation of each of the questions or statements (Nugroho, 2005). Based on Item-Total Statistics value Corrected Item-Total Correlation for each item are as follows:

Tabel 4.1: Validity Test of Instruments Importance of Giant Hypermarket Cikarang Customers

No. Item Pearson Correlation Remark

X-1 0.760 Valid X-2 0.734 Valid X-3 0.671 Valid X-4 0.733 Valid X-5 0.745 Valid X-6 0.790 Valid X-7 0.662 Valid X-8 0.664 Valid X-9 0.597 Valid X-10 0.626 Valid X-11 0.623 Valid X-12 0.731 Valid X-13 0.628 Valid X-14 0.683 Valid X-15 0.689 Valid Source: SPSS Data Processing

Based on the table, it is known that whole instrument point is valid because the instrument has a coefficient greater than 0.3 as described by Sugiyono and Wibowo (2004), Suyuti (2005) and Sugiyono (2004) which explain when correlation of each positive factor and the magnitude of 0,3 to the top so the factor is a powerful construct.

Tabel 4.2: Validity Test of Instruments Satisfaction of Giant Hypermarket Cikarang Customers No. Item Pearson Corelation Remark Y-1 0.751 Valid

Y -2 0.554 Valid Y -3 0.758 Valid Y -4 0.733 Valid Y -5 0.786 Valid Y -6 0.743 Valid Y -7 0.713 Valid Y -8 0.656 Valid Y -9 0.662 Valid Y -10 0.651 Valid Y -11 0.757 Valid Y -12 0.726 Valid Y -13 0.740 Valid Y -14 0.807 Valid Y -15 0.675 Valid Source: SPSS Data Processing

Based on the above table, it is known that the whole statement points is valid because the value of Corrected Item-Total Correlation is greater than 0.3 as described by Sugiyono and Wibowo (2004), Suyuti (2005) and Sugiyono (2004) in which they explain that when correlation of each positive factor and the magnitude of 0.3 to the top so the factors is a powerful construct.

Reliability of the instrument is a reliable measurement results. Reliability of the instrument is necessary to obtain the data in accordance with the purpose of measurement. To achieve this, a reliability test using Alpha Cronbach’s is measured by a scale of 0 to 1 Alpha Cronbach’s.

Trinton (2006), if the scale is grouped into five classes with the same range, then the size of the stability of alpha can be interpreted as follows: 1. Alpha Cronbach value 0.00 until 0.20 meaning fewer reliable. 2. Alpha Cronbach value 0.21 until 0.40 meaning rather reliable. 39

3. Alpha Cronbach value 0.42 until 0.60 meaning enough reliabel. 4. Alpha Cronbach value 0.61 until 0,80 meaning reliabel. 5. Alpha Cronbach value 0.81 until 1.00 meaning very reliabel.

Nugroho (2005) explain that a construct reliability is quite good if the variable has a value of Cronbach's Alpha > of 0.60. Suyuti (2005), the questionnaire revealed reliable if the coefficient alpha has a value greater than 0.6. So testing instrument reliability in a research conducted for the reliability of the instruments relating to the regularity and level of confidence in the research instrument.

Table 4.3: Reliability Test Instruments Importance Giant Hypermarket Cikarang Customers

Reliability Statistics Cronbach's Cronbach's N of Items Alpha Alpha Based on Standardized Items ,762 ,934 16 Source: Result of SPSS Data Processing

Based on the table above, it shows that the Cronbach alpha values of all variables ranged from 0 to 1, thus the overall measurement items can be state in the instrument is very reliable.

Table 4.4: Reliability Test Instrument Satisfaction Giant Hypermarket Cikarang Customers

Reliability Statistics

Cronbach's Cronbach's N of Items Alpha Alpha Based on

Standardized

Items

,765 ,943 16

Source:Result of SPSS Data Processing

Based on the table above, it shows that the Cronbach alpha values of all variables ranged from 0 to 1, thus the overall measurement items can be state in the instrument is very reliable.

4.3 Respondents Characteristic

In this study the questionnaires distributed to 100 customers of Giant Hypermarket Cikarang from President Univeristy students with different characteristics have been established. Customer characteristics include: gender, age, and the average income per month and the average expenditure per month. The following description of the characteristics of customers gained from the results of the questionnaire:

4.3.1 Description of Respondents by Gender Characteristics of the respondents who are the subjects in this study according to gender are shown in the table below: Tabel 4.5: Frequency Distribution Based on Gender Gender Frekuensi Persentase Male 52 52% Female 48 48% Total 100 100,0%

Source: Primary Data

Figure 4.2: Respondent Profile by Gender

Respondent Profile: Gender

48% 52% Male Female

Source: Self-developed by the researcher

Based on the table, it can be seen that customer of Giant Hypermarket Cikarang male customers are as many as 52 people (52%), and female customers are as many as 48 people (48%).

4.3.2 Description of Respondents by Age

Characteristics of the respondents who were the subjects in this study according to age is shown in the table below: Tabel 4.6: Frequency Distribution of Respondents by Age Age Frequency Persentase < 18 tahun 45 45% 20-25 tahun 55 55% Total 100 100,0% Sources: Primary Data

Figure 4.3: Respondent Profile by Age

Respondent Profile: Age 0%

45% < 18 tahun 55% 20-25 tahun 25-30 tahun

Source: Self-developed by the researcher

Based on the table above, it can be seen that the Giant Hypermarket customers in Cikarang are 55 people (55%) of customers aged between 20-25 years, and 45 people (45%) customers of aged over 18 years.

4.3.3 Respondents Income Characteristics of customers who are the subjects in this study according to the average income per month are shown in the table below:

Tabel 4.7: Frequency Distribution of Respondents by Average Income Per Month Income Frequency Persentage < Rp 1,000,000.00 10 10% Rp 1,000,000.00 - Rp1,500,000.00 14 14% Rp 1,501,000.00 - Rp 2,000,000.00 36 36% Rp 2,001,000.00 - Rp 2,500,000.00 23 23% > Rp 2,500,000.00 17 17% Total 100 100.0% Source: Primary Data

Figure 4.4: Respondent profile by Income

Respondent Profile: Income

17% 10% < Rp 14% 1,000,000.00 23% Rp 1,000,000.00 - Rp1,500,000.00 36% Rp 1,501,000.00 - Rp 2,000,000.00 Rp 2,001,000.00 - Rp 2,500,000.00

Source: Self-developed by the researcher An income will influence people in its allocation. If earnings have fullfil people need, its likely people will save the remaining money from the income. However, if the person's income can not fullfil her or his need, then there are possibility that people will take debt to fullfil their need. Both of these activities relate to the activities of the role. Based on the average income per month, customers who responded was 10 % have an income of less than Rp 1,000,000.00, 14 % have an income of between Rp 1,000,000.00 – Rp 1,500,000.00, 36 % have an income of between Rp 1,500,001.00 - Rp. 2,000,000.00, 23 % have an income of between Rp 2,001,000.00 – Rp 2,500,000.00, and 17 % of the customers have an income of more than Rp 2,500,000.00. It can be concluded that the majority of customers Giant Hypermarket Cikarang have incomes between Rp 1,501,000.00 – Rp 2,000,000.00.

4.3.4 Respondent Expenditure

Characteristics of customers who are the subjects in this study according to the average expending per month are shown in the table below:

Tabel 4.8: Frequency Distribution of Respondents by Average Expenditure Per Month Expending Frequency Persentage < Rp 500,000.00 21 21%

Rp 500,000.00 – Rp 1,000,000.00 42 42% Rp 1,001,000.00 - Rp 1,500,000.00 22 22% Rp 1,501,000.00 - Rp 2,000,000.00 8 8% > Rp 2,000,000.00 7 7% Total 100 100.0% Source: Primary Data Figure 4.5: Respondent Profile by Expenditure Respondent Profile: Expenditure

< Rp 500,000.00

8% 7% 21% Rp 500,000.00 – Rp 22% 1,000,000.00 Rp 1,001,000.00 - Rp 42% 1,500,000.00 Rp 1,501,000.00 - Rp 2,000,000.00 > Rp 2,000,000.00

Source: Self-developed by the researcher

Average expending per month indicates the amount of respondents’ expense for month consumption. The amount of average spending per month of Giant Hypermarket Cikarang customers respondents are as follows: 21 persons (21%) of respondents spent less than Rp. 500.000.00, as many as 42 people (42%) customers have the spending of Rp 500,000.00 – Rp 1,000,000.00, as many as 22 people (22%) customers have the spending of Rp 1,001,000.00 – Rp 1,500,000.00, as many as 8 people (8%) of customers have expending of Rp 1,501,000.00 - Rp 2,000,000.00 and only 7 people (7%) of customers who have a greater expending more than Rp 2,000,000.00. It can be concluded that the majority of customers have Cikarang Giant Hypermarket expending of Rp 500,000.00 – Rp 1,000,000.00.

4.4 Customer Satisfaction Level Analysis

Customer satisfaction is a very important thing because Giant Hypermarket is a service company of which business activities are largely determined by the number of customers who used the service. Satisfied customers will continue to use the services continiously. While the customers who are not satisfied with the service will be leave and become buyers for another company that can give better satisfaction. More and more customers are turning to another customer for another company, then the profitability obtained by going down.

The process of customer satisfaction analysis is conducted using the method of Importance Performance Analysis dan Customer Satisfaction Index. The attributes of service quality in customer service Giant Hypermarket Cikarang questionnaire prepared by the researcher are as follows:

Table 4.9: Quality of Service attributes Giant Hypermarket Cikarang No Atribut 1 Giant Hypermarket Cikarang is fast in servicing customers 2 The process of communication in Giant Hypermarket Cikarang can be carried comfortably 3 Giant Hypermarket Cikarang provides products with the best quality 4 Giant Hypermarket Cikarang customers are available to get product easily 5 Giant Hypermarket Cikarang product is complete 6 Giant Hypermarket Cikarang is fast in handling customer complaint 7 Giant Hypermarket Cikarang pays special attention to their customers 8 Giant Hypermarket Cikarang keep customers trust by implementing service consistently 9 Giant Hypermarket Cikarang offers varies produc 10 Giant Hypermarket Cikarang ensures the safety of the product of customer purchasing

11 Giant Hypermarket Cikarang provides products according to customer requirements 12 The process of purchasing products at Giant Hypermarket Cikarang is easy and fast 13 Giant Hypermarket Cikarang provide amount of products according to customer desire 14 Giant Hypermarket Cikarang provide complete information related to the offered product 15 Giant Hypermarket Cikarang guarantee the availability of products required by customers

4.4.1 Assessment Importance and Satisfaction Customers of Service

Quality Attributes Giant Hypermarket Cikarang

Customers who come to the Giant Hypermarket Cikarang have expectations of service quality order to meet their needs. Hope of customers can be seen from how important they rate each service quality attribute of Giant Hypermarket Cikarang. Customer expectations should be complemented with a performance conducted by the Giant Hypermarket Cikarang. The fulfillment of the expectations of every customer will stimulate satisfaction that resulting customers loyal to the Giant Hypermarket Cikarang.

Importance aspect is the level of customer expectations of service quality from Giant Hypermarket Cikarang. Level of satisfaction (performance) is a reality that it is accepted by the customer based on execution (performance) performed Giant Hypermarket Cikarang in providing services to customers. The level of importance and the level of customer satisfaction to the 15 service attributes Giant Hypermarket Cikarang can be seen as follows.

Tabel 4.10: Importance Attribute of Service Quality Giant Hypermarket Cikarang

Importance Level Tota l Avera No Atribut 1 2 3 4 5 Bob ge ot 1 Giant Hypermarket Cikarang is fast in 0 12 12 27 49 413 4.13 servicing customers 2 The process of communication in Giant Hypermarket 0 0 20 24 56 436 4.36 Cikarang can be carried comfortably 3 Giant Hypermarket Cikarang provides 0 15 10 32 43 403 4.03 products with the best quality 4 Giant Hypermarket Cikarang customers are 0 2 7 36 55 444 4.44 available to get product easily 5 Giant Hypermarket Cikarang product is 0 2 27 25 46 415 4.15 complete 6 Giant Hypermarket Cikarang is fast in 0 0 17 28 55 438 4.38 handling customer complaint 7 Giant Hypermarket 0 1 8 24 67 457 4.57 Cikarang pays special

attention to their customers 8 Giant Hypermarket Cikarang keep customers trust by 0 1 5 30 64 457 4.57 implementing service consistently 9 Giant Hypermarket Cikarang offers varies 0 2 6 39 53 443 4.43 produc 10 Giant Hypermarket Cikarang ensures the 0 2 8 38 52 440 4.40 safety of the product of customer purchasing 11 Giant Hypermarket Cikarang provides 0 2 6 33 59 449 4.49 products according to customer requirements 12 The process of purchasing products at Giant Hypermarket 0 0 12 34 54 442 4.42 Cikarang is easy and fast 13 Giant Hypermarket Cikarang provide amount of products 1 6 26 67 459 4.59 according to customer desire. 14 Giant Hypermarket 0 1 4 32 63 457 4.57

Cikarang provide complete information related to the offered product 15 Giant Hypermarket Cikarang guarantee the 0 2 16 33 49 429 4.29 availability of products required by customers Total 65.82 Average 4.388 Descriptionn: 1: not important; 2: less important; 3: quite important; 4: important; 5: very important

Tabel 4.11: Satisfaction Attribute of Service Quality Giant Hypermarket Cikarang Satisfaction level Total No Atribut Average 1 2 3 4 5 Bobot 1 Giant Hypermarket Cikarang is fast in 0 17 20 44 19 365 3.65 servicing customers 2 The process of communication in Giant Hypermarket 0 3 16 31 50 428 4.28 Cikarang can be carried comfortably 3 Giant Hypermarket Cikarang provides 0 17 27 25 31 370 3.70 products with the best quality 4 Giant Hypermarket 0 22 19 30 29 366 3.66

Cikarang customers are available to get product easily 5 Giant Hypermarket Cikarang product is 0 4 26 31 39 405 4.05 complete 6 Giant Hypermarket Cikarang is fast in 0 0 20 18 62 442 4.42 handling customer complaint 7 Giant Hypermarket Cikarang pays special 0 6 17 35 42 413 4.13 attention to their customers 8 Giant Hypermarket Cikarang keep customers trust by 0 8 20 31 41 405 4.05 implementing service consistently 9 Giant Hypermarket Cikarang offers varies 0 0 13 32 55 442 4.42 product 10 Giant Hypermarket Cikarang ensures the 0 0 5 26 69 464 4.64 safety of the product of customer purchasing 11 Giant Hypermarket Cikarang provides 0 1 15 31 53 436 4.36 products according to

customer requirements 12 The process of purchasing products at Giant Hypermarket 0 2 14 36 48 430 4.30 Cikarang is easy and fast 13 Giant Hypermarket Cikarang provide amount of products 0 3 27 28 42 409 4.09 according to customer desire 14 Giant Hypermarket Cikarang provide complete information 0 8 18 27 47 413 4.13 related to the offered product 15 Giant Hypermarket Cikarang guarantee the 0 0 15 16 69 454 4.54 availability of products required by customers Total 62.42 Average 4.161 Description: 1: not satisfied; 2: less satisfied; 3: quite satisfied; 4: satisfied; 5: very satisfied.

1. Giant Hypermarket Cikarang is fast in servicing customers Based on the study, attributes the speed in serving customers is considered very important by 49% of respondents and obtained a total score of 413 for

the assessment of significance. Respondents rate the performance of Giant Hypermarket Cikarang to this attribute is satisfaction, as many (44%) and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang for this attribute is 365.

2. The process of communication in Giant Hypermarket Cikarang can be carried comfortably Most respondents’ rate the attributes of the communication process in Giant Hypermarket Cikarang can be carried comfortably is very important (56%) is in order to obtain a total score of respondents' assessment of the level of importance of 436. Most respondents also assess the performance of Giant Hypermarket Cikarang on this attribute has been very satisfactory (50%) and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 428.

3. Giant Hypermarket Cikarang provides products with the best quality Data shows that the attributes Giant Hypermarket Cikarang prove product with the best quality by 43% and obtained a total score of respondents' assessment of the importance rate by 403. While Giant Hypermarket Cikarang performance for these attributes is considered satisfactory by the customer with percentage 30% and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang for this attribute are 366.

4. Giant Hypermarket Cikarang customers are available to get product easily Respondents’ assessment for attributes of Giant Hypermarket Cikarang

customers has the ease of purchase product very important by 55%. Total score of respondents’ assessment for importance rate by 444. While as many as 39% of respondents are state that the performance of Giant Hypermarket Cikarang for this attribute has been very satisfying. The total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang for this attribute is 405.

5. Giant Hypermarket Cikarang product is complete The result shows 46% of respondents’ state attributes of products available at Giant Hypermarket important Cikarang is very complet and obtained a total score of respondents' assessment of the level of importance of this attribute of 415. Respondents also state that the performance of Giant Hypermarket Cikarang to satisfy this attribute as much as 39% and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang for this attribute is 405.

6. Giant Hypermarket Cikarang is fast in handling customer complaint Based on the results of the attributes, Giant Hypermarket Cikarang is quick in dealing with customer complaints; the total score obtained by the respondents' assessment of the level of importance of this attribute of 438, where 55% of respondents rated these attributes are very important. While the total score of the level of customer satisfaction for the performance of Giant Hypermarket Cikarang on this attribute is 392, of which 62% of respondents rate the performance of Giant Hypermarket Cikarang has been very satisfactory.

7. Giant Hypermarket Cikarang pays special attention to their customers Research shows that 67% of respondent’s state attributes that Giant Hypermarket Cikarang pay special attention to their customer is considered

very important by respondents and obtained a total score of respondents' assessment of the level of importance of this attribute of 457. The total score for the performance level of customer satisfaction Giant Hypermarket Cikarang for this attribute is 413, of which 42% of respondents said Giant Hypermarket Cikarang performances for this attribute has been satisfactorily.

8. Giant Hypermarket Cikarang keep customers trust by implementing service consistently Based on a study of the attributes of the Giant Hypermarket Cikarang keeping customers trust by consistently implementing services, it is obtained that a total score of respondents' assessment of the level of importance of this attribute of 457, with 64% of respondents rate this attribute is very important. The total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 405, of which 41% of the respondents are very satisfied with the performance of Giant Hypermarket Cikarang for this attribute.

9. Giant Hypermarket Cikarang offers varies product It is obtained that a total score of respondents' assessment of the level of importance of attribute Giant Hypermarket Cikarang offers varies product by 443, where as many as 53% of respondents state it is very important attributes for a total score of pelanggan. While level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 442 ie as much as 55% of respondents said Giant Hypermarket Cikarang performance on these attributes has been very satisfactory.

10. Giant Hypermarket Cikarang ensures the safety of the product of customer purchasing Respondents state attributes Giant Hypermarket Cikarang ensuring the safety

of the product of customer purchasing is very important (52%) with a total score of respondents' assessment of the level of importance of this attribute by 440 and 69% of respondents is satisfaction on the performance of Giant Hypermarket Cikarang over these attributes with a total score of level of satisfaction customer for the performance of Giant Hypermarket Cikarang on this attribute is 464.

11. Giant Hypermarket Cikarang provides products according to customer requirements Data shows 59% of respondents stated the attribute Giant Hypermarket Cikarang provides products according to customer requirements is very important, with a total score of respondents' assessment of the level of importance of this attribute of 449. Respondents also stated that the performance of Giant Hypermarket Cikarang for this attribute has been very satisfactory (53%) and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang for this attribute is 436.

12. The process of purchasing products at Giant Hypermarket Cikarang is easy and fast The study of the attributes of the product purchases at Giant Hypermarket Cikarang is easy and fast; the total score obtained by the respondents' assessment of the level of importance of this attribute of 442, where 54% of respondents considered that these attributes are very important for customers. The total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 430, of which 48% of respondents considered that the performance of Giant Hypermarket Cikarang on this attribute has been very satisfying.

13. Giant Hypermarket Cikarang provide amount of products according to

customer desire Respondents state that the attribute Giant Hypermarket Cikarang provides the amount of products according to customer desire important by 67%, the total score obtained by the respondents' assessment of the level of importance of this attribute by 459, and expressed great satisfaction as much as 42% of the performance of Giant Hypermarket Cikarang with a total score above the level of customer satisfaction performance of Giant Hypermarket Cikarang on this attribute is 409.

14. Giant Hypermarket Cikarang provide complete information related to the offered product Research shows that attribute Giant Hypermarket Cikarang provide complete information related to the products offered is very important (63%) and the total score obtained by the respondents' assessment of the level of importance of this attribute of 457. Respondents also state very satisfied with the performance of Giant Hypermarket Cikarang by 47% and the total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 413.

15. Giant Hypermarket Cikarang guarantee the availability of products required by customers Based on the research of the attributes, Giant Hypermarket Cikarang guarantees the availability of products required by customers, it is obtain that a total score of respondents' assessment of the level of importance of this attribute is of 429, where 49% of respondents said it is very important attributes. The total score of the level of customer satisfaction over the performance of Giant Hypermarket Cikarang on this attribute is 454, where as many as 69% of respondents stated that Giant Hypermarket Cikarang performance on these attributes are very satisfactory.

Overall, the total weight of importance of each service quality attribute Giant Hypermarket Cikarang is in the range between 420 and 500 classes. It can be concluded that all the attributes of service quality Giant Hypermarket Cikarang are considered very important by the customers, so Giant Hypermarket Cikarang is expected to meet the customer's expectations of those customers are satisfied with the quality of services provided. While the overall level of satisfaction with the total weight of the performance of each service quality attribute Giant Hypermarket Cikarang in the range 340 to 419 class, it can be concluded that all the attributes of service quality Giant Hypermarket Cikarang considered good performance by the customer.

4.4.2 Suitability Analysis Attributes of Service Quality Giant Hypermarket Cikarang.

Suitability of each attribute is obtained from the comparison between the levels of importance with the level of customer satisfaction. Scores level of suitability of each attribute can be ranked from the highest to the lowest. Rating level of conformity can be used by companies to determine customer satisfaction in order to Giant Hypermarket Cikarang can maintain its performance and increase it's better than ever, so that customer expectations are met as a whole.

Table 4.12, indicates the level of suitability from the comparison between the level of importance and the level of customer satisfaction with 15 attributes of service quality Cikarang Giant Hypermarket. The general picture obtained from the overall performance level of suitability is Giant Hypermarket Cikarang on 15 attributes of service quality has not met the expectations of customers as a whole. It can be seen from most of the attributes of the adjustability that is still below 100 percent. Thus even though there are 3 attributes that have high levels of service quality conformance over 100 percent, the level of concordance showed that Giant Hypermarket Cikarang has not successfully execute its performance on the 12 attributes of service quality so

as Giant Hypermarket Cikarang must continue to make improvements and performance improvements in the quality of service provided to its customers in order to meet overall customer satisfaction.

Attribute of employees always show a positive response. Giant Hypermarket Cikarang is fast in handling customer complaints; Giant Hypermarket Cikarang guarantees customers purchase the product safety; and Giant Hypermarket Cikarang ensures product availability are the three attributes of service quality Cikarang Giant Hypermarket which has the greatest degree of conformity that is in above 100%, which means that the performance of the Giant Hypermarket Cikarang done has met customer expectations. While service quality attributes Cikarang Giant Hypermarket which has the smallest degree of conformity is attribute of Giant Hypermarket Cikarang customer have the ease of purchase of the product with a score of 82.43%.

Tabel 4.12: Priority Level of Customer Suitability of the Attributes of Service Quality Giant Hypermarket Cikarang Prio Importa Satisfac Available ryty No Atribut nce tion level level level 3 1 Giant Hypermarket Cikarang is fast in 413 365 88.38% servicing customers 1 2 The process of communication in Giant Hypermarket Cikarang 436 428 98.17% can be carried comfortably 5 3 Giant Hypermarket Cikarang provides 403 370 91.81% products with the best

quality 15 4 Giant Hypermarket Cikarang customers are 444 366 82.43% available to get product easily 2 5 Giant Hypermarket Cikarang product is 415 405 97.59% complete 6 6 Giant Hypermarket Cikarang is fast in 438 442 100.91% handling customer complaint 10 7 Giant Hypermarket Cikarang pays special 457 413 90.37% attention to their customers 12 8 Giant Hypermarket Cikarang keep customers 457 405 88.62% trust by implementing service consistently 9 9 Giant Hypermarket Cikarang offers varies 443 442 99.77% product 4 10 Giant Hypermarket Cikarang ensures the 440 464 105.45% safety of the product of customer purchasing 11 11 Giant Hypermarket 449 436 97.10% Cikarang provides

products according to customer requirements 7 12 The process of purchasing products at 442 430 97.29% Giant Hypermarket Cikarang is easy and fast 8 13 Giant Hypermarket Cikarang provide amount 459 409 89.11% of products according to customer desire 14 14 Giant Hypermarket Cikarang provide complete information 457 413 90.37% related to the offered product 13 15 Giant Hypermarket Cikarang guarantee the 429 454 105.83% availability of products required by customers

4.4.3 Importance Performance Analysis

The level of importance is measured to determine the attributes which are considered the most important factor to influence customer satisfaction. Based on the level of importance of the customers, Giant Hypermarket Cikarang can know the attributes of service quality that influence the level of satisfaction perceived by customers. Giant Hypermarket Cikarang can also find out the steps to be taken to improve and enhance the quality of services provided.

The tools used to analyze the level of importance and level of satisfaction (performance) is the Importance Performance Analysis. Measurements with this method of analysis can determine which attributes are still low in level of performance and service attributes, which should be improved, thus increasing customer satisfaction. The level of customer interest and the level of customer satisfaction can be seen from the results of questionnaires that have been averaged, which is then mapped value in the cartesius diagram.

Based on calculations , the average score of customer interest rate that is above the total average of 4,388 by 9 attributes , starting from the highest attribute is Giant Hypermarket Cikarang provide amount of products according to customer desire (4.59) , Giant Hypermarket Cikarang pays special attention to their customers (4.57) , Giant Hypermarket Cikarang provide complete information related to the offered product (4.57) , Giant Hypermarket Cikarang pays special attention to its customers (4.57) , Giant Hypermarket Cikarang provides products according to customer requirements (4.49) , Giant Hypermarket Cikarang customers are available to get product easily (4.44) , Giant Hypermarket Cikarang offers varies product (4.43) , The process of purchasing products at Giant Hypermarket Cikarang is easy and fast (4.42) , Giant Hypermarket Cikarang ensures the safety of the product of customer purchasing (4.40), while six other attributes are attributes below the average score with the lowest score is Giant Hypermarket Cikarang provides products with the best quality (4.03).

Total customer satisfaction is the average level of 4.161. There are seven service attributes that have flats above the average level of total satisfaction Giant Hypermarket Cikarang customers, starting from the highest score is the attribute of the Giant Hypermarket Cikarang ensures the safety of the product of customer purchasing (4.64) , Giant Hypermarket Cikarang guarantee the availability of products required by customers (4.54) , Giant Hypermarket Cikarang offers varies product (4.42) , Giant Hypermarket Cikarang is fast in handling customer complaint (4.42) , the process of communication in Giant Hypermarket Cikarang can be carried comfortably (4.36) , the process of purchasing products at Giant Hypermarket (4.30) , and the process of communication in Giant Hypermarket Cikarang can be carried comfortably (4.28) ;

while not mentioned attribute is an attribute with a value below the average , with the lowest score is Giant Hypermarket Cikarang is fast in servicing customers (3.65) .

Explanation of the average score of importance and level of satisfaction of each service attribute Giant Hypermarket Cikarang can be mapped into a Cartesian diagram to see which attributes the division priorities are considered the most effective and which attributes are considered less effective. Below are mapped each attribute to determine the position of each of these attributes in the diagram. Cartesian diagram is used to determine the position of each of the service quality attributes into quadrants. Each quadrant illustrates the different conditions. Cartesian diagram is divided into four quadrants, which are described as follows:

Figure 4.6: Cartesius Diagram of Corelation between Importance level and Satisfaction level.

A B

Source: Spss Data Processing

1. Quadrant A (High Priority) This quadrant contains attributes of service quality has a high level of importance or above the median value, while the performance level is considered low. Service quality attributes in this quadrant are considered influential on customer satisfaction, because of the presence of this attribute is considered very important by the customer while the performance is still memuaskan.Oleh therefore, need to be prioritized and improved handling. The attributes that are included in this quadrant are:

a. Giant Hypermarket Customer Cikarang have ease in purchasing products (4) b. Giant Hypermarket Cikarang pays special attention to its customers (7) c. Giant Hypermarket Cikarang keeps its trust by consistently implementing the service (8) d. Giant Hypermarket Cikarang provides a number of products according to customer wishes (13) e. Giant Hypermarket Cikarang provides complete information related to the products offered (14)

2. Quadrant B (Keep it up) This quadrant contains attributes of service quality has a level of importance and performance levels high or above average. Customers judge that these attributes have a high level of importance. Giant Hypermarket Cikarang strives to meet customer expectations by implementing performance based on these attributes well, so that customers feel satisfied with the quality of services provided. Assessment of customers should not make Giant Hypermarket Cikarang just satisfied, but Giant Hypermarket Cikarang should be able to maintain and improve the performance of the attributes in this quadrant for the better. In addition, service quality attributes included in this quadrant must continue to be managed well, because it has an advantage in the eyes of the customer. The attributes that are included in this quadrant are: a. Giant Hypermarket Cikarang is fast in handling customer complaint (6) b. Giant Hypermarket Cikarang offers varies product (9) c. Giant Hypermarket Cikarang ensures the safety of the product of customer purchasing (10) d. Giant Hypermarket Cikarang provides products according to customer

requirements (11) e. The process of purchasing products at Giant Hypermarket Cikarang is easy and fast (2)

3. Quadrant C (Low Priority) This quadrant contains attributes of service quality has a level of importance and low performance level or below the average value. Service quality attributes which fell within this quadrantares not very important perceived by the customer and the company only implement mediocre; therefore, that the company does not need to carry excessive investment allocation for service attributes included in this quadrant: a. Giant Hypermarket Cikarang is fast in servicing customers (1) b.Giant Hypermarket Cikarang provides products with the best quality (3) c. Giant Hypermarket Cikarang product is complete (5)

4. Quadrant D (Excess) This quadrant contains attributes quality of service that has a low interest rate, while the company's high level of performance. Service quality attributes are included in this quadrant are considered excessive in its implementation by the customer. Most of the customers considered that this attribute has been executed well by Giant Hypermarket Cikarang, but because these attributes are considered less important by the customer, so that excessive investment should be reduced to make it more cost effective or can also be allocated to the other attributes are considered more important by customers, which are important attributes that require greater cost in improving implementation. a. The process of communication in Giant Hypermarket Cikarang can be carried comfortably (2) b.Giant Hypermarket Cikarang guarantee the availability of products required by customers (15)

4.5 Customer Satisfaction Index CSI is used to determine customer satisfaction level as a hole by approach that is measuring importance level from measured service attribute. Based on calculations, CSI result for service quality attribute is obtained ith a percentage of 84.20%. that percentage is on the area of CSI number, which is 0.81-0.100, hich means that customers feel very satisfied by the Giant Hypermarket Cikarang performance. The attribute which has high satisfaction level and lo performance level had better be the main priority in fixing and improving service quality. See the table 4.13 below.

Table 4.13 Customer Satisfaction Index

Importance WF = Satisfaction WS = No Atribut Score (IS) (IS/TIS) Score (SS) (WF*SS)

Giant Hypermarket 1 Cikarang is fast 4.13 0.06 3.65 0.22 in servicing customers

The process of communication in Giant 2 Hypermarket 4.36 0.07 4.28 0.29 Cikarang can be carried comfortably

Giant Hypermarket Cikarang 3 4.03 0.06 3.7 0.22 provides products with the best quality

Giant 4 Hypermarket 4.44 0.07 3.66 0.25 Cikarang

customers are available to get product easily

Giant Hypermarket 5 Cikarang 4.15 0.06 4.05 0.24 product is complete

Giant Hypermarket Cikarang is fast 6 4.38 0.07 4.42 0.31 in handling customer complaint

Giant Hypermarket Cikarang pays 7 4.57 0.07 4.13 0.29 special attention to their customers

Giant Hypermarket Cikarang keep customers trust 8 4.57 0.07 4.05 0.28 by implementing service consistently

Giant Hypermarket 9 4.43 0.07 4.43 0.31 Cikarang offers varies produc

Giant Hypermarket 10 Cikarang 4.4 0.07 4.64 0.32 ensures the safety of the

product of customer purchasing

Giant Hypermarket Cikarang provides 11 4.49 0.07 4.36 0.30 products according to customer requirements

The process of purchasing products at 12 Giant 4.42 0.07 4.3 0.30 Hypermarket Cikarang is easy and fast

Giant Hypermarket Cikarang 13 provide amount 4.59 0.07 4.09 0.28 of products according to customer desire

Giant Hypermarket Cikarang provide 14 4.57 0.07 4.13 0.29 complete information related to the offered product

Giant Hypermarket 15 Cikarang 4.29 0.07 4.54 0.31 guarantee the availability of

products required by customers

1.00 = Total 65.82 62.43 4.21 100%

CSI = (Total Weighted Score : 5) x 100% 0.842=84.20%

Source: Calculation from Primary Data

CHAPTER V CONCLUSION AND SUGGESTIONS

5.1 Conclusion

There are nine service quality attributes which are regarded the most important in determining Giant Hypermarket Cikarang customer satisfaction. The service quality attributes are above mean total of customer importance level (4.571). Service quality attribute which has the highest importance level is Giant Hypermarket Cikarang provide amount of products according to customer desire (4.59). On the other hand, the lowest importance level of service quality attribute is Giant Hypermarket Cikarang provides products with the best quality (4.03).

Giant Hypermarket Cikarang performance in service quality attribute determining customer satisfaction is already good, and it can be seen from Importance Performance Analysis result in cartesius diagram, where most of the attribute is in

quadrant B (keep it up), which consists of Giant Hypermarket Cikarang is responsive in handling customer complaints (6), various products offered by Giant Hypermarket Cikarang (9), the product safety guarantee (10), the availability of wanted products (11), and easy yet fast buying process (12). However, there are 5 attributes in quadrant A (main priority), in which allowing Giant Hypermarket Cikarang customers to shop (4), Giant Hypermarket Cikarang giving special attention to the customers (7), Giant Hypermarket Cikarang working consistently to sustain its reliability (8), Giant Hypermarket Cikarang providing the right quantity of products according to customers wants (13), and Giant Hypermarket Cikarang giving complete information regarding its products (14). In quadrant C (low priority), there are 3 attributes, namely Giant Hypermarket Cikarang being responsive in handling customers (1), Giant Hypermarket Cikarang providing good quality products (13), and complete products available (5). In quadrant D (overdone), there are 2 attributes, namely comfortable communication process at Giant Hypermarket Cikarang (2) and complete available products available at Giant Hypermarket Cikarang (15)

Customer satisfaction towards service quality at Giant Hypermarket Cikarang can be seen from the result of Customer Satisfaction Index, which has the result of 84.20%. That number is in the area of CSI, which is between 0.81-0.100, which means that customers feel satisfied of Giant Hypermarket Cikarang service performance.

5.2 Suggestions

1. Service quality attributes in quadrant A which is regarded important by customers of which the execution has not suited the expectation have to be considered by Giant Hypermarket Cikarang.

2. The attribute of responsive in handling customers which has low satisfaction level had better be fixed so that customers feel safe and comfortable in the transaction process.

3. Service quality attributes in quadrant B which have shown good performance had better be kept up so that customers feel satisfied of Giant Hypermarket Cikarang performance; the satisfaction will stimulate loyalty to the company. To sustain the service quality standards, Giant Hypermarket Cikarang should evaluate the employees’ performance routinely.

4. Customer satisfaction measurement had better be done on a regular basis because the result may be advantageous to fix and increase the performance quality of Giant Hypermarket Cikarang in giving maximum service.

APPENDIX

A. Questionnaire

A. Identifikasi Responden 1. Jenis kelamin: □ Laki-laki □ Perempuan

2. Usia anda saat ini: □ 23–30 tahun □ 31–38 tahun □ 39–46 tahun

□ 47-54 tahun □ ≥ 54 tahun

3. Pendidikan terakhir: □ SD □ SMA / SMK / MA □ Sarjana

□ SLTP / MTS □ Diploma / Akademi □ Pasca Sarjana

B. Pertanyaan Penelitian Tingkat Kepentingan Atribut Kualitas Pelayanan Giant Cikarang

Tingkat Kepentingan No Atribut 1 2 3 4 5

1 GIANT CIKARANG cepat dalam melayani

pelanggan

2 Proses komunikasi di GIANT CIKARANG

dapat dilakukan dengan nyaman

3 GIANT CIKARANG menyediakan produk

dengan kualitas yang baik

4 Pelanggan GIANT CIKARANG mendapat

kemudahan dalam pembelian produk

5 Produk yang tersedia di GIANT CIKARANG

lengkap

6 GIANT CIKARANG cepat dalam menangani

keluhan pelanggan

7 GIANT CIKARANG memberikan perhatian

khusus terhadap pelanggannya

8 GIANT CIKARANG menjaga kepercayaannya dengan melaksanakan pelayanan secara konsisten

9 Produk yang ditawarkan oleh GIANT

CIKARANG bervariasi

10 GIANT CIKARANG menjamim keamanan

produk yang dibeli pelanggan

11 GIANT CIKARANG menyediakan produk

sesuai kebutuhan pelanggan

12 Proses pembelian produk di GIANT

CIKARANG mudah dan cepat

13 GIANT CIKARANG menyediakan jumlah

produk sesuai keinginan pelanggan

14 GIANT CIKARANG memberikan informasi

yang lengkap terkait produk yang ditawarkan

15 GIANT CIKARANG menjamin ketersediaan

produk yang dibutuhkan pelanggan

Keterangan: 1: tidak penting; 2: kurang penting; 3: cukup penting; 4: penting; 5: sangat penting.

Tingkat Kepuasan Atribut Kualitas Pelayanan GIANT CIKARANG

Tingkat Kepuasan No Atribut 1 2 3 4 5

1 GIANT CIKARANG cepat dalam

melayani pelanggan

2 Proses komunikasi di GIANT CIKARANG

dapat dilakukan dengan nyaman

3 GIANT CIKARANG menyediakan produk

dengan kualitas yang baik

4 Pelanggan GIANT CIKARANG mendapat

kemudahan dalam pembelian produk

5 Produk yang tersedia di GIANT

CIKARANG lengkap

6 GIANT CIKARANG cepat dalam

menangani keluhan pelanggan

7 GIANT CIKARANG memberikan

perhatian khusus terhadap pelanggannya

8 GIANT CIKARANG menjaga kepercayaannya dengan melaksanakan pelayanan secara konsisten

9 Produk yang ditawarkan oleh GIANT

CIKARANG bervariasi

10 GIANT CIKARANG menjamim

keamanan produk yang dibeli pelanggan

11 GIANT CIKARANG menyediakan produk

sesuai kebutuhan pelanggan

12 Proses pembelian produk di GIANT

CIKARANG mudah dan cepat

13 GIANT CIKARANG menyediakan jumlah

produk sesuai keinginan pelanggan

14 GIANT CIKARANG memberikan informasi yang lengkap terkait produk yang ditawarkan

15 GIANT CIKARANG menjamin ketersediaan produk yang dibutuhkan pelanggan

Keterangan: 1: tidak puas; 2: kurang puas; 3: cukup puas; 4: puas; 5: sangat puas.

B. Validity Test from SPSS

Validity test for Importance level

Correlations VA VA VA VA VA VA VA VA VA VA VA VA VA VA VA VA R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 001 002 003 004 005 006 007 008 009 010 011 012 013 014 015 016

Pea rson ,648 ,769 ,451 ,566 ,675 ,291 ,403 ,283 ,332 ,395 ,507 ,317 ,429 ,411 ,760 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 001 (1- ,000 ,000 ,000 ,000 ,000 ,002 ,000 ,002 ,000 ,000 ,000 ,001 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,648 ,532 ,516 ,619 ,752 ,415 ,287 ,263 ,290 ,348 ,614 ,383 ,314 ,416 ,734 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 002 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,002 ,004 ,002 ,000 ,000 ,000 ,001 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,769 ,532 ,419 ,600 ,556 ,252 ,226 ,212 ,376 ,289 ,416 ,177 ,247 ,365 ,671 Cor 1 ** ** ** ** ** ** * * ** ** ** * ** ** ** rela VA tion R00 Sig. 003 (1- ,000 ,000 ,000 ,000 ,000 ,006 ,012 ,017 ,000 ,002 ,000 ,039 ,007 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea VA rson ,451 ,516 ,419 ,608 ,542 ,472 ,351 ,445 ,475 ,511 ,536 ,477 ,383 ,441 ,733 R00 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** 004 rela tion

Sig. (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,566 ,619 ,600 ,608 ,643 ,454 ,291 ,268 ,375 ,397 ,611 ,332 ,299 ,416 ,745 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 005 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,002 ,004 ,000 ,000 ,000 ,000 ,001 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,675 ,752 ,556 ,542 ,643 ,412 ,421 ,259 ,362 ,346 ,835 ,397 ,453 ,393 ,790 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 006 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,005 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,291 ,415 ,252 ,472 ,454 ,412 ,680 ,389 ,248 ,232 ,423 ,776 ,650 ,465 ,662 Cor 1 ** ** ** ** ** ** ** ** ** * ** ** ** ** ** rela VA tion R00 Sig. 007 (1- ,002 ,000 ,006 ,000 ,000 ,000 ,000 ,000 ,006 ,010 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

Pea rson ,403 ,287 ,226 ,351 ,291 ,421 ,680 ,440 ,375 ,361 ,385 ,638 ,950 ,439 ,664 Cor 1 ** ** * ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 008 (1- ,000 ,002 ,012 ,000 ,002 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,283 ,263 ,212 ,445 ,268 ,259 ,389 ,440 ,454 ,450 ,267 ,345 ,405 ,885 ,597 Cor 1 ** ** * ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 009 (1- ,002 ,004 ,017 ,000 ,004 ,005 ,000 ,000 ,000 ,000 ,004 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,332 ,290 ,376 ,475 ,375 ,362 ,248 ,375 ,454 ,701 ,483 ,222 ,407 ,473 ,626 Cor 1 ** ** ** ** ** ** ** ** ** ** ** * ** ** ** rela VA tion R00 Sig. 010 (1- ,000 ,002 ,000 ,000 ,000 ,000 ,006 ,000 ,000 ,000 ,000 ,013 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea VA rson ,395 ,348 ,289 ,511 ,397 ,346 ,232 ,361 ,450 ,701 ,358 ,420 ,370 ,387 ,623 R00 Cor 1 ** ** ** ** ** ** * ** ** ** ** ** ** ** ** 011 rela tion

Sig. (1- ,000 ,000 ,002 ,000 ,000 ,000 ,010 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,507 ,614 ,416 ,536 ,611 ,835 ,423 ,385 ,267 ,483 ,358 ,403 ,418 ,319 ,731 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 012 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,004 ,000 ,000 ,000 ,000 ,001 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,317 ,383 ,177 ,477 ,332 ,397 ,776 ,638 ,345 ,222 ,420 ,403 ,654 ,324 ,628 Cor 1 ** ** * ** ** ** ** ** ** * ** ** ** ** ** rela VA tion R00 Sig. 013 (1- ,001 ,000 ,039 ,000 ,000 ,000 ,000 ,000 ,000 ,013 ,000 ,000 ,000 ,001 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,429 ,314 ,247 ,383 ,299 ,453 ,650 ,950 ,405 ,407 ,370 ,418 ,654 ,451 ,683 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 014 (1- ,000 ,001 ,007 ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

Pea rson ,411 ,416 ,365 ,441 ,416 ,393 ,465 ,439 ,885 ,473 ,387 ,319 ,324 ,451 ,689 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 015 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,001 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,760 ,734 ,671 ,733 ,745 ,790 ,662 ,664 ,597 ,626 ,623 ,731 ,628 ,683 ,689 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 016 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 **. Correlation is significant at the 0.01 level (1-tailed). *. Correlation is significant at the 0.05 level (1-tailed).

Validity test for Satisfaction level

Correlations VA VA VA VA VA VA VA VA VA VA VA VA VA VA VA VA R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 R00 001 002 003 004 005 006 007 008 009 010 011 012 013 014 015 016

Pea rson ,378 ,556 ,728 ,557 ,406 ,462 ,467 ,415 ,382 ,503 ,493 ,541 ,500 ,498 ,751 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 001 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,378 ,479 ,305 ,260 ,227 ,256 ,231 ,391 ,334 ,449 ,529 ,446 ,420 ,288 ,554 Cor 1 ** ** ** ** * ** * ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 002 (1- ,000 ,000 ,001 ,004 ,012 ,005 ,011 ,000 ,000 ,000 ,000 ,000 ,000 ,002 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,556 ,479 ,653 ,622 ,445 ,471 ,427 ,438 ,421 ,563 ,367 ,461 ,596 ,427 ,758 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 003 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea VA rson ,728 ,305 ,653 ,616 ,327 ,511 ,565 ,294 ,355 ,458 ,450 ,501 ,399 ,404 ,733 R00 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** 004 rela tion

Sig. (1- ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,557 ,260 ,622 ,616 ,540 ,646 ,633 ,390 ,403 ,568 ,520 ,479 ,597 ,470 ,786 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 005 (1- ,000 ,004 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,406 ,227 ,445 ,327 ,540 ,616 ,426 ,516 ,610 ,582 ,549 ,518 ,786 ,595 ,743 Cor 1 ** * ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 006 (1- ,000 ,012 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,462 ,256 ,471 ,511 ,646 ,616 ,614 ,321 ,418 ,452 ,356 ,493 ,583 ,344 ,713 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 007 (1- ,000 ,005 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

Pea rson ,467 ,231 ,427 ,565 ,633 ,426 ,614 ,394 ,303 ,327 ,485 ,435 ,355 ,201 ,656 Cor 1 ** * ** ** ** ** ** ** ** ** ** ** ** * ** rela VA tion R00 Sig. 008 (1- ,000 ,011 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000 ,000 ,023 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,415 ,391 ,438 ,294 ,390 ,516 ,321 ,394 ,567 ,511 ,603 ,570 ,499 ,444 ,662 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 009 (1- ,000 ,000 ,000 ,001 ,000 ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,382 ,334 ,421 ,355 ,403 ,610 ,418 ,303 ,567 ,520 ,552 ,393 ,529 ,527 ,651 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 010 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,001 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea VA rson ,503 ,449 ,563 ,458 ,568 ,582 ,452 ,327 ,511 ,520 ,537 ,491 ,684 ,590 ,757 R00 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** 011 rela tion

Sig. (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,493 ,529 ,367 ,450 ,520 ,549 ,356 ,485 ,603 ,552 ,537 ,533 ,526 ,463 ,726 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 012 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,541 ,446 ,461 ,501 ,479 ,518 ,493 ,435 ,570 ,393 ,491 ,533 ,581 ,500 ,740 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 013 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,500 ,420 ,596 ,399 ,597 ,786 ,583 ,355 ,499 ,529 ,684 ,526 ,581 ,664 ,807 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 014 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100

Pea rson ,498 ,288 ,427 ,404 ,470 ,595 ,344 ,201 ,444 ,527 ,590 ,463 ,500 ,664 ,675 Cor 1 ** ** ** ** ** ** ** * ** ** ** ** ** ** ** rela VA tion R00 Sig. 015 (1- ,000 ,002 ,000 ,000 ,000 ,000 ,000 ,023 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 Pea rson ,751 ,554 ,758 ,733 ,786 ,743 ,713 ,656 ,662 ,651 ,757 ,726 ,740 ,807 ,675 Cor 1 ** ** ** ** ** ** ** ** ** ** ** ** ** ** ** rela VA tion R00 Sig. 016 (1- ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 ,000 taile d) N 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 100 **. Correlation is significant at the 0.01 level (1-tailed). *. Correlation is significant at the 0.05 level (1-tailed).

C. Reliability Test from SPSS

Reliability Test for Importance level

Reliability Statistics Cronbach's Alpha Cronbach's Alpha N of Items Based on Standardized Items ,762 ,934 16

Reliability test for Satisfaction level

Reliability Statistics Cronbach's Alpha Cronbach's Alpha N of Items Based on Standardized Items ,765 ,943 16

D. Cartesius Diagram

Graph

[DataSet3]

E. Research Data Kepentingan Pelanggan

N o 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 4 4 3 5 4 5 5 5 5 5 4 5 4 5 4 67 2 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52

3 5 4 4 4 4 5 5 5 5 4 5 4 5 4 4 67 4 5 5 4 5 4 4 5 5 5 5 5 5 5 5 4 71 5 4 4 5 5 4 4 5 5 5 4 5 4 5 5 4 68 6 3 3 4 4 4 3 5 5 5 4 4 4 4 4 4 60 7 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52 8 4 5 5 4 4 5 5 4 4 3 3 3 3 4 4 60 9 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 10 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 11 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52 12 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 13 5 5 4 5 3 5 3 5 4 3 5 3 5 5 3 63 14 5 5 4 5 5 5 5 5 5 5 5 5 5 5 5 74 15 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52 16 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 73 17 5 5 5 5 5 5 5 4 4 5 4 5 4 5 5 71 18 3 4 4 4 3 4 4 4 4 5 5 5 5 4 3 61 19 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 20 4 4 2 4 3 4 3 4 4 4 5 4 5 4 3 57 21 4 3 4 4 3 4 3 3 4 4 5 4 5 4 3 57 22 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 23 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 24 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 25 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 26 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52 27 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 28 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 59 29 2 3 2 4 3 3 4 4 4 4 4 4 4 4 3 52 30 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 31 4 4 4 4 4 4 2 2 4 4 4 4 2 2 4 52 32 3 3 3 4 3 3 4 4 4 4 4 3 4 4 4 54 33 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 34 5 5 4 4 4 5 4 5 4 5 5 5 4 5 4 68 35 5 4 5 5 5 4 5 5 3 4 5 4 5 5 3 67 36 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 37 5 5 4 5 5 5 5 5 5 4 5 5 5 5 5 73 38 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 39 3 3 3 3 4 3 5 5 4 4 3 3 5 5 4 57 40 3 3 3 4 3 3 5 5 4 4 4 3 5 5 4 58 41 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 42 4 4 4 4 4 4 5 5 5 4 4 4 5 5 5 66 43 4 3 3 3 3 4 5 5 4 3 5 4 5 5 4 60 44 5 4 4 4 4 5 5 5 4 4 5 5 5 5 4 68 45 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 74 46 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 47 3 4 4 4 4 4 5 5 5 5 5 4 5 5 5 67

48 3 5 4 4 3 4 5 4 4 4 4 4 5 4 4 61 49 5 4 5 4 4 4 4 5 5 5 5 4 4 5 5 68 50 5 5 5 5 5 5 4 4 4 5 4 5 4 4 4 68 51 4 3 4 3 3 3 3 4 4 4 3 3 3 4 4 52 52 4 5 5 5 4 4 5 4 4 5 5 4 5 4 4 67 53 3 3 4 3 3 3 4 3 3 3 3 3 4 3 3 48 54 5 4 4 4 4 4 3 5 4 4 5 4 3 5 4 62 55 3 5 3 4 5 4 4 3 3 3 4 4 4 3 3 55 56 5 5 5 5 3 5 5 4 3 3 3 5 5 4 3 63 57 4 5 4 4 4 4 4 4 4 4 5 4 4 4 4 62 58 2 5 2 5 5 5 5 5 5 3 4 5 5 5 5 66 59 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 60 5 5 4 4 3 3 5 5 5 4 4 3 5 5 5 65 61 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 62 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 63 4 4 4 3 3 4 3 4 4 5 4 4 3 4 4 57 64 4 3 3 4 4 4 5 5 4 4 4 4 5 5 4 62 65 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 66 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 67 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 68 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 69 5 5 5 5 5 5 5 5 2 5 5 5 5 5 2 69 70 4 4 4 5 4 4 5 5 5 4 4 4 5 5 5 67 71 5 5 5 5 5 4 5 5 5 5 5 4 5 5 5 73 72 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 73 4 5 5 5 5 5 4 4 4 4 4 5 4 4 4 66 74 2 3 2 4 3 3 4 4 4 4 4 3 4 4 4 52 75 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 76 4 5 2 5 4 5 5 5 5 5 5 5 5 5 5 70 77 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 78 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 79 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 80 4 5 5 5 5 5 5 4 5 5 5 5 5 4 5 72 81 5 4 5 5 4 5 5 5 5 5 5 5 5 5 5 73 82 4 3 4 5 5 5 5 5 5 5 5 5 5 5 5 71 83 5 5 5 5 5 5 5 5 2 5 5 5 5 5 2 69 84 4 5 2 5 3 5 5 5 5 5 5 5 5 5 5 69 85 2 4 2 5 3 5 5 5 4 5 4 5 5 5 4 63 86 5 5 4 2 2 5 5 5 4 2 2 5 5 5 4 60 87 4 5 2 5 3 5 5 5 5 5 5 5 5 5 5 69 88 4 4 3 3 2 3 4 5 5 5 5 3 4 5 5 60 89 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 90 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 91 5 5 5 3 5 5 3 3 3 4 4 5 3 3 3 59 92 3 5 2 5 5 3 5 3 5 3 5 3 5 3 5 60

93 5 5 5 5 5 5 5 4 5 4 4 5 5 4 5 71 94 5 5 4 5 5 5 5 5 4 2 2 5 5 5 4 66 95 3 4 4 4 3 4 4 4 5 5 5 4 4 4 5 62 96 2 5 2 2 5 5 5 5 3 4 4 5 5 5 3 60 97 3 4 4 4 3 4 4 4 5 5 5 4 4 4 5 62 98 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 59 99 2 3 4 4 3 4 3 4 4 4 3 4 3 4 4 53 10 0 2 3 3 4 3 3 5 5 4 4 4 3 5 5 4 57 41 43 40 44 41 43 45 45 44 44 44 44 45 45 42 3 6 3 4 5 8 7 7 3 0 9 2 9 7 9 4,1 4,3 4,0 4,4 4,1 4,3 4,5 4,5 4,4 4, 4,4 4,4 4,5 4,5 4,2 65, 3 6 3 4 5 8 7 7 3 4 9 2 9 7 9 82 4,3 88

Kepuasan Pelanggan

No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 4 5 3 4 5 4 5 4 4 5 5 5 5 5 5 68 2 2 4 2 2 3 3 3 3 4 4 3 4 3 2 3 45 3 4 5 4 4 5 5 4 5 5 5 5 4 4 5 5 69 4 3 4 3 3 3 3 4 4 3 5 4 4 3 3 4 53 5 4 5 4 4 4 5 3 4 5 5 4 5 4 4 5 65 6 3 4 3 3 4 4 4 4 4 4 4 4 3 4 5 57 7 2 4 2 2 3 3 3 3 4 4 3 4 3 2 3 45 8 2 4 3 2 3 5 4 3 4 5 3 3 3 4 5 53 9 4 5 5 4 4 5 5 5 5 5 5 5 5 5 5 72 10 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 11 2 4 2 2 3 3 3 3 4 4 3 4 3 2 3 45 12 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4 74 13 3 5 5 3 4 5 2 2 3 5 4 5 3 5 5 59 14 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 15 2 4 2 2 3 4 3 4 3 4 4 3 3 2 3 46 16 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 17 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 18 4 5 5 5 5 5 5 5 5 5 5 5 5 5 4 73 19 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 20 2 5 3 2 5 5 5 5 5 5 5 5 4 5 5 66 21 2 3 3 2 3 5 2 2 4 5 5 4 3 4 5 52 22 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 74 23 4 5 5 4 4 5 5 5 5 5 5 5 5 5 5 72 24 4 5 5 4 5 5 5 5 5 5 5 5 5 5 5 73 25 4 5 4 5 5 5 4 4 5 5 5 5 5 5 5 71 26 2 4 2 2 3 3 3 3 4 4 3 4 3 2 3 45

27 4 5 4 5 5 5 4 5 5 5 5 5 5 5 5 72 28 2 3 3 2 3 3 2 3 3 4 3 3 2 3 3 42 29 2 4 2 2 3 3 3 3 4 4 3 4 3 2 3 45 30 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 31 2 4 2 2 3 3 3 4 4 4 3 4 3 2 3 46 32 4 3 3 4 4 5 4 5 5 5 4 5 5 4 5 65 33 4 3 3 4 4 5 4 4 5 5 4 5 5 4 5 64 34 4 3 3 4 4 5 4 4 5 5 4 5 5 4 5 64 35 4 3 5 4 4 5 5 4 4 4 5 3 3 4 4 61 36 3 5 4 3 4 5 5 5 4 5 5 4 5 5 5 67 37 5 5 3 5 4 5 5 5 5 5 5 5 4 3 5 69 38 4 5 4 4 5 5 5 5 5 5 5 5 5 5 5 72 39 4 4 3 5 3 3 3 3 4 4 4 4 3 3 5 55 40 3 4 4 3 3 4 4 3 4 4 4 4 4 3 4 55 41 3 5 3 3 3 3 3 3 3 4 4 3 4 3 3 50 42 3 5 4 3 4 5 5 4 4 5 5 4 4 5 5 65 43 4 5 4 4 3 5 4 5 5 5 5 5 5 4 4 67 44 4 4 4 4 4 3 4 3 3 5 4 3 4 3 5 57 45 4 4 5 4 4 3 3 5 5 5 4 3 4 3 5 61 46 3 4 3 3 4 5 5 3 3 3 5 3 5 5 5 59 47 5 5 4 5 4 5 5 5 5 5 5 5 5 5 5 73 48 4 5 4 4 4 5 5 4 5 5 5 5 3 5 5 68 49 3 3 3 3 3 3 3 3 4 3 4 3 4 4 4 50 50 4 5 3 5 3 3 4 3 3 4 4 4 3 3 4 55 51 3 5 4 3 3 4 4 4 5 5 5 4 4 4 4 61 52 3 5 3 3 4 5 5 3 5 5 5 4 5 4 5 64 53 3 4 3 3 4 3 4 3 4 3 3 3 5 3 3 51 54 3 4 3 3 3 3 3 4 4 3 3 3 3 3 5 50 55 4 5 3 5 3 4 5 3 3 5 4 4 3 4 3 58 56 3 5 4 3 3 3 3 4 3 3 3 3 3 3 4 50 57 5 4 3 5 3 3 3 3 4 4 3 3 4 3 5 55 58 2 4 4 2 3 5 4 2 5 5 5 4 5 5 5 60 59 4 5 5 4 5 5 5 4 5 5 5 5 5 5 5 72 60 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 61 4 3 3 4 5 5 5 5 5 5 4 5 5 3 5 66 62 4 3 3 4 4 5 4 5 5 5 4 5 5 4 5 65 63 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 64 4 5 5 5 5 5 4 5 5 5 5 5 5 4 5 72 65 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 66 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 67 4 5 5 5 5 5 4 5 5 5 5 5 5 5 5 73 68 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 60 69 4 4 2 2 4 5 4 4 4 4 4 5 4 5 5 60 70 2 3 4 4 5 5 4 4 4 5 5 4 3 5 5 62 71 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 74

72 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 75 73 4 5 5 5 5 5 5 5 5 5 5 5 4 5 5 73 74 2 4 2 2 3 3 3 4 4 4 3 4 3 2 3 46 75 4 5 4 3 5 4 5 5 5 5 5 5 5 5 5 70 76 4 5 3 2 2 4 3 3 5 5 5 5 4 5 5 60 77 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 74 78 4 4 3 3 4 4 4 4 4 5 4 4 4 4 4 59 79 5 5 5 4 5 5 4 5 4 4 4 5 5 5 5 70 80 4 5 4 4 5 4 4 4 5 5 4 5 4 4 5 66 81 5 5 4 3 5 5 4 4 5 5 5 4 4 5 5 68 82 5 4 5 5 4 3 2 2 5 5 5 4 5 4 5 63 83 4 4 2 2 4 5 4 4 4 4 4 5 4 5 5 60 84 4 5 2 2 2 5 2 2 5 5 5 5 4 4 5 57 85 2 4 2 2 2 4 2 2 5 4 5 4 4 4 5 51 86 4 3 2 4 4 5 5 4 4 5 4 4 4 5 5 62 87 3 4 2 2 2 5 4 5 5 5 2 4 4 4 3 54 88 2 3 3 2 4 4 4 4 5 5 4 3 2 4 4 53 89 5 5 5 3 5 5 5 3 5 5 5 5 3 5 5 69 90 2 4 4 4 4 4 4 4 4 4 4 4 4 4 4 58 91 3 3 5 5 4 5 5 4 3 5 3 4 3 4 5 61 92 3 3 3 2 3 5 5 2 4 5 3 2 5 4 5 54 93 3 4 4 4 4 4 4 4 5 5 5 5 3 3 5 62 94 3 3 2 4 4 5 5 4 4 5 4 4 4 5 5 61 95 4 2 2 4 5 4 4 5 3 4 4 4 3 3 4 55 96 4 4 4 2 5 5 4 2 5 5 5 4 3 5 5 62 97 4 2 2 4 5 4 4 5 3 4 5 4 3 3 4 56 98 3 3 5 4 5 5 5 5 5 4 4 4 4 5 3 64 99 4 2 4 3 3 4 4 4 4 4 4 2 2 3 3 50 10 0 4 4 4 4 5 5 5 5 4 5 5 4 4 4 5 67 37 36 40 44 41 40 44 46 43 43 40 41 45 365 428 0 6 5 2 3 5 2 4 6 0 9 3 4 3,6 4,2 3, 3,6 4,0 4,4 4,1 4,0 4,4 4,6 4,3 4, 4,0 4,1 4,5 62, 5 8 7 6 5 2 3 5 2 4 6 3 9 3 4 42 4,1 61

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