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THE ANALYSIS of RETAIL MARKETING MIX EFFECTS TOWARD CUSTOMER SATISFACTION (A Survey of SB Mart Customers in Bukit Sawangan Indah Housing)

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THE ANALYSIS of RETAIL MARKETING MIX EFFECTS TOWARD CUSTOMER SATISFACTION (A Survey of SB Mart Customers in Bukit Sawangan Indah Housing) THE ANALYSIS OF RETAIL MARKETING MIX EFFECTS TOWARD CUSTOMER SATISFACTION (A Survey of SB Mart Customers in Bukit Sawangan Indah Housing) By : Firas Azhari 109081100013 MANAGEMENT DEPARTEMENT INTERNATIONAL CLASS FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 2014/2015 i ii iii iv CURRICULUM VITAE PERSONAL DATA Name : Firas Azhari Sex : Male Place and Date of Birth : Bandung, October 16th 1991 Religion : Muslim Marital Status : Single Height/Weight : 168 cm/50kg Citizenship : Indonesia Address : Perum. Bukit Sawangan Indah Blok D13/16 Bojongsari Depok 16518 Email : [email protected] Telephone Numbers : 085780905918 FORMAL EDUCATION BACKGROUND 1997 – 2003 01 Elementary School, Parung (SDN 01) 2003 – 2006 14 Junior High School, Depok (SMPN 14) 2006 – 2009 5 Senior High School, Depok (SMAN 5) 2009 – 2013 Faculty of Economy and Business (International Marketing Management), Syarif Hidayatullah State Islamic University (UIN), Jakarta v NON-FORMAL EDUCATION BACKGROUND May-June 2005 Adobe Photoshop Course at LPIA Pondok Cabe - Tanggerang Selatan September- October 2009 English Conversation Course at EF Cinere-Depok 2010 English Grammar Course at ILP Cinere-Depok 2011 English Writing Course at NZEC Cinere-Depok ORGANIZATIONS EXPERIENCE 2006 Member of Islamic Organization “ROHIS” at 5 Senior High School in Depok 2011 Comitte of Orientation Day for New College Students at Jakarta Syarif Hidayatullah State Islamic University SEMINAR AND COMPETITION 2010 Marketing Plan Competition S1 Prasetiya Mulya 2011 Entepreneur Workshop and Training “Mastermind” at Economic Faculty of University of Indonesia 2011 Seminar of “How to be a Successful Creativepreneur” at Mathematics and Sciences Faculty of Indonesian University 2012 Workshop and Seminar ADM Fair at Japanese Study Center Indonesian University vi WORK EXPERIENCE 2011 Marketing and Sales at Keripik Jurig (Family Business) 2012 Marketing and Sales at Al-Barokah Regency Ciputat (Internship) 2012 Surveyor at PT. Puskotling Indonesia vii ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh retail marketing mix terhadap kepuasan pelanggan SB Mart Bukit Sawangan Indah. Metode convenience sampling telah dipilih untuk memperoleh data dalam penelitian ini. Penelitian ini menggunakan 100 responden dan keseluruhan responden adalah pelanggan SB Mart Bukit Sawangan Indah yang berbelanja di SB Mart Bukit Sawangan Indah dengan minimal umur 17 tahun. Metode analisis yang digunakan adalah multiple linier regression. Hasil penelitian menunjukan bahwa customer service, store design and display, communication mix, location, merchandise assortment, dan pricing berpengaruh secara simultan terhadap customer satisfaction. Secara parsial customer service, merchandise assortment, dan pricing berpengaruh signifikan terhadap customer satisfaction sedangkan store design and display, communication mix,dan location tidak berpengaruh signifikan terhadap customer satisfaction. Kata kunci: Retail Marketing Mix, Customer Service, Store Design and Display, Communication Mix, Location, Merchandise Assortment, Pricing, Customer Satisfaction. viii ABSTRACT This research aims to analyze the influence of retail marketing mix towards customer satisfaction of SB Mart Bukit Sawangan Indah. Convenience sampling method has been selected in order to obtain the data in this study. This research uses 100 respondents and respondents overall are SB Mart customers whose shop in SB Mart Bukit Sawangan Indah and the minimum age is 17 years old. Methods of analysis used is multiple linier regression. The result of this research shows that customer service, store design and display, communication mix, location, merchandise assortment, and pricing simultaneously have significant influence towards customer satisfaction. Partially, customer service, merchandise assortment, and pricing have significant influence towards customer satisfaction while store design and display, communication mix,dan location have no significant influence towards customer satisfaction. Keyword: Retail Marketing Mix, Customer Service, Store Design and Display, Communication Mix, Location, Merchandise Assortment, Pricing, Customer Satisfaction. ix PREFERENCE Bismillahirrahmanirrahim, Assalammualaikum Warahmatullahi Wabarakaatuh Alhamdulillahirabbil‟alamin, I would say thanks and being grateful to Allah Subhanahu wa ta‟ala for His gift. Best regards also to prophet Nabi Muhammad Shalallahu „alaihi wassalam for being the role model for me. So, I can finish this thesis and fulfilling one of the requirement to get my Bachelor of Economy Degree in State Islamic University, Syarif Hidayatullah Jakarta. In the process of the preparation of this thesis, the author realized that this thesis is far from perfect. but with effort and prayer, then the author of the successful completion of this thesis. With prayers and the support given by the people closest to me. I say thanks to the people who have helped me in the preparation of thesis: 1. Thanks to mother Yati Rosmiati, father Wawan Sumpena, and my sister Hilma Nur‟aini that always give the support and never stop praying. So, I can finish this thesis very well. Thanks to Mama who always being a reminder for me, always advising me, teaching me how to be patient. Thanks to Papa who supporting me, helping, and caring me so much. May Allah bless both of you my paretns. I love you. 2. Mr. Prof. Dr. Abdul Hamid, MS as Dean of Economic and Business Faculty of State Islamic University Syarif Hidayatullah Jakarta x 3. Dr. Muniaty Aisyah, Ir., MM as a first supervisor, thank you for your advice and knowledge during guiding to finish my thesis. 4. Mr. Ade Suherlan, MBA, MM as a second supervisor, thank you so much for guiding me until finished this thesis. Thank you for your knowledge, advice, recommendation. 5. Lecturer UIN Syarif Hidayatullah Jakarta, which has giving the knowledge and experience . 6. All academic staff FEB UIN Jakarta, which has worked well to serve all student. 7. Rara Angguntyas, thank you for your support, concern, reminder, nagging and time for me . Thanks for helping me so much to finish this thesis, you were always there when I need. 8. To my friends who always help me to complete this thesis Vera Suciati, Risty Sucianingsih, Genta Ferdian, Danang Ismaya, Tatria Ariesta, Luqman, Kak Alif, Kak Fitria and the others thank you for helping me, success for all of you guys. 9. To my classmate in International Management 2009, I have missed the moment which are we spent together. 10. To PMII Komfeis and PMII Ciputat, thank you for the lesson and experience which are given to me. 11. Finally, the author expect for any critics as well as suggestion that could improve the content of this thesis. Hopefully this thesis could be worthwhile for all us. Aamiin xi Waullahul Muwafik Ila Aqwamit Thariq Wassalamualaikum Warahmatullahi Wabarakaatuh Jakarta, January 7th 2015 Firas Azhari xii LIST OF CONTAINS ACCEPTANCE OF LETTER ..................................................................... i CERTIFICATION OF THESIS EXAM ....................................................... ii CERTIFICATION OF COMPREHENSIVE EXAM ................................... iii SHEET STATEMENT ................................................................................. iv CURRICULUM VITAE ............................................................................... v ABSTRACT .................................................................................................. vi ABSTRAK .................................................................................................. vii PREFERENCE ............................................................................................... x LIST OF CONTAINS .................................................................................... xiii LIST OF TABLE .......................................................................................... xvii LIST OF FIGURE ......................................................................................... xx APPENDIX .................................................................................................. xxi CHAPTER I INTRODUCTION A. Research Background .................................................. 1 B. Problem Formulation ................................................... 7 C. Research Objectives .................................................... 8 D. Research Benefits ........................................................ 9 CHAPTER II LITERATURE REVIEW A. Marketing .................................................................... 10 B. Service Marketing ....................................................... 11 1. Service Marketing Characteristics ........................ 11 xiii 2. Service Marketing Mix ......................................... 12 C. Retail ........................................................................... 14 D. Retail Marketing Mix ................................................ 22 E. Customer Satisfaction ................................................ 32 F. Previous Research ....................................................... 40 H. Frame of Thinking ....................................................... 45 I. Hypothesis .................................................................. 47 CHAPTER III RESEARCH METHODOLOGY A. Scope of Research ....................................................... 49 B. Population and sample method ................................... 49 1. Population ............................................................
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