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
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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
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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
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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
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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.
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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.
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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
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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
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Waullahul Muwafik Ila Aqwamit Thariq
Wassalamualaikum Warahmatullahi Wabarakaatuh
Jakarta, January 7th 2015
Firas Azhari
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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
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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 ...... 49
2. Sample ...... 49
C. Data Collection Method ...... 50
1. Primary Data ...... 50
2. Secondary Data ...... 51
D. Analysis method ...... 51
1. Validity and Reliability Test ...... 53
2. Classic Assumption Test ...... 54
3. Multiple Linear Regression Analysis ...... 58
4. Coefficient of Determination Test (R2) ...... 59
5. Partial Test (T Test) ...... 59
6. Simultaneous Test (F Test) ...... 61
7. Variable Operational Research ...... 62
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CHAPTER IV ANALYSIS
A. General Overview Research object ...... 68
1. The History of SB Mart ...... 68
B. Analysis and Discussion ...... 72
1. Validity Test ...... 72
2. Reliability Test ...... 75
C. Characteristic and Respondents Data ...... 76
1. Descriptive Analysis ...... 77
D. Analysis Result ...... 123
1. Classic Assumption Test ...... 123
a. Normality Test ...... 123
b. Multicollinearity Test ...... 127
c. Heteroscedasticity Test ...... 128
2. Multiple Linear Regression Analysis ...... 132
3. Coefficient of Determination Test (R2) ...... 134
4. Partial Test (T Test) ...... 135
5. Simultaneously Test (F Test) ...... 142
CHAPTER IV CONCLUSION AND IMPLICATION
A. Conclusions ...... 144
B. Recommendation ...... 145
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REFERENCE ...... 149
APPENDIX ...... 154
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LIST OF TABLE
No Description Page
3.1 Variable Operational Definition ...... 63
4.1 Validity test ...... 73
4.2 Reliability test ...... 75
4.3 Characteristic of respondents ...... 77
4.4 SB Mart employees are always use uniform neatly ...... 78
4.5 Customers can easily use a trolley or shopping cart ...... 79
4.6 Customers can easily pay for purchases using a credit/debit card ..... 80
4.7 Customers can easily use the delivery service of SB Mart ...... 81
4.8 SB Mart employees serve customers very friendly ...... 82
4.9 SB Mart employees are always ready to help customers ...... 83
4.10 Any complaints from customers, always quickly responded ...... 84
4.11 SB Mart employees can give solutions when customers are having
problems ...... 85
4.12 SB Mart employees know the information about the products being
sold ...... 86
4.13 Customers feel comfortable while shopping at SB Mart ...... 87
4.14 Customers trust with the security at SB Mart ...... 88
4.15 SB Mart employees are willing to deal with customer complaints and
resolved ...... 89
4.16 SB Mart storefront looks attractive ...... 90
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4.17 SB Mart store is clean ...... 91
4.18 SB Mart puts the products sold on a regular basis...... 92
4.19 Placement of products in SB Mart makes customers to find the
products desired easily ...... 93
4.20 Room temperature in SB Mart store is convenient ...... 94
4.21 The store layout makes customers easily to find the products desired
4.22 Lighting in SB Mart stores reasonably bright ...... 95
4.23 The greeting habit of SB Mart employees bring Islamic nuances .... 96
4.24 SB Mart store room does not smell bad ...... 97
4.25 SB Mart gives sales promotion such as discount, prizes, and bonus to
customers ...... 98
4.26 The information about sales promotion is clearly conveyed to
customers ...... 99
4.27 SB Mart sales promotion is attractive ...... 100
4.28 The signboard used allows customers to recognize SB Mart store ... 101
4.29 The sign used by SB Mart allows customers to find SB Mart stores 102
4.30 Brochure design used by SB Mart is attractive ...... 103
4.31 Brochure design used by SB Mart is easy to read...... 104
4.32 SB Mart location easily accessible by private vehicle ...... 105
4.33 SB Mart location easily accessible by public transport...... 106
4.34 The location of SB Mart is easily found by customers...... 107
4.35 The location of SB Mart is near from highway...... 108
4.36 The location of SB Mart is close to housing ...... 109
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4.37 SB Mart parking lot quite spacious ...... 110
4.38 SB Mart parking lot well organized ...... 111
4.39 SB Mart location is safe ...... 112
4.40 A wide variety of products sold in SB Mart ...... 113
4.41 SB Mart sells products in various packaging sizes ...... 114
4.42 The stock of products sold in SB Mart well available ...... 115
4.43 The prices are provided by SB Mart in line with the quality obtained
by the customer ...... 116
4.44 The prices are provided by SB Mart in line with the benefit obtained
by the customer ...... 117
4.45 The price offered by SB Mart relatively more affordable than in
other place ...... 118
4.46 I am satisfied with the quality of products sold in SB Mart ...... 119
4.47 I am satisfied with the services provided by SB Mart store clerk ...... 120
4.48 SB Mart has a good reputation ...... 121
4.49 Overall I am satisfied shopping at SB Mart ...... 122
4.50 One-Sample Kolmogorov-Smirnov Test ...... 126
4.51 Coefficients (Multicollinearity) ...... 128
4.52 Coefficients (Heteroscedasticity) ...... 131
4.53 Multiple Linear Regression Analysis ...... 132
4.54 Coefficient of Determination (R2) ...... 134
4.55 Partial Test (T Test) ...... 135
4.56 Simulaneous Test (F Test) ...... 142
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LIST OF FIGURE
No Description Page
2.1 A Typical Channel of Distribution ...... 16
2.2 The Elements in Retail Mix ...... 32
2.3 Customer Satisfaction Concept ...... 37
2.4 Conceptual Thinking ...... 46
4.1 Normal P-P Plot of Regression Standized Residual ...... 124
4.2 Histogram ...... 125
4.3 Scatterplot ...... 130
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APPENDIX
No Description Page
1. Research Questionnaires ...... 154
2. Multiple Liniear Regression Analysis Questionnaires ...... 159
3. Frequency of Respondents ...... 178
4. Validity and Reliability Test ...... 194
5. SPSS Output ...... 196
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CHAPTER I
INTRODUCTION
A. Research Background
According to Kotler & Armstrong (2010:29), marketing is the process by
which companies create value for customers and build strong relationship with
customers in order to capture value from customers in return. Marketing is one of
the main activities undertaken by entrepreneurs in attempting to develop and
maintain the viability of enterprises as well as make a profit. Success or failure in
achieving goals depends on their expertise in marketing, production, finance and
other fields, which are related to each other in achieving corporate goals.
In general, market-oriented companies will face problems in marketing
field. With the very fast development of technology, it allows companies produce
good quality products and services. But it is meaningless if it is not matched by
capability to market and satisfy customers with products and services. Thus
marketing activities should be planned first before carrying out the activities in
accordance with the wishes, needs, and expectations of the consumer.
The economic structure is gradually changing and even, recently, the
changes seem faster. Similarly, the development of retail business in Indonesia
now is increasing so rapidly. Along with the development of business in
Indonesia, modern retail business or commonly called retailers, its presence
increasingly felt in the everyday lives of the people.
In a short period of time some modern retail businesses with big capital
conduct their activities in Indonesia. That's because, since 1998, the map of retail
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industry underwent major changes, especially after the government conducted liberalization. It marked by the signing of a letter of intent with the IMF providing investment opportunities to foreigners to enter the retail industry
(http://goo.gl/ciULGG) and the growth of the Indonesian middle class society in the period 2012-2020 is estimated at 174%. AC Nielsen survey showed 48% of the total expenditure of fast moving consumer goods (FMCG) comes from a middle-class society. It is also became a encouraging factor of retail business growing. (http://goo.gl/zPh3MV)
Retail business in Indonesia can be divided into two major groups, namely traditional retail and modern retail. The modern retail is a development of traditional retail. The retail formats emerge and evolve as economic development, technology, and people's lifestyle that makes people demand more convenience in shopping. Modern retail also appear in various shapes and sizes to provide a clean and cool place, good quality products and service, and the price offered was fair, comparable with the quality provided.
The first modern retail presence in Indonesia when the Sarinah department store established in 1962. In the era of 1970 to 1980's, the retail business continuously grew. Early 1990s was a milestone in the history of the entry of foreign retail in Indonesia. It is characterized by the operation of Japan's largest retail, Sogo, in Indonesia. (http://goo.gl/KeA1GT)Currently, many types of modern retail in Indonesia includes Modern Markets, Department Stores, Factory
Outlets and so forth. The forms of modern retail trade activities engaged in the retail industry generally in the form of hypermarkets, supermarkets, and minimarket.
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The definition of retail by Ma’ruf (stated in Ikhwan, 2012:9) is a business activity to sell goods or services to individuals for the purposes of theirself, family, or household. He adds that "they sell the goods (or services) directly to consumers". Retail is the last stage in a distribution channel that contains the people and businesses that are physically involved in moving and transfering goods and services from producer to end consumer. Retailing is the set of business activities that adds value to the products and services sold to consumers for their personal or family use (Levy & Weitz, 2012:6).
Now it is very easy to find modern retail shopping in the big cities, especially a mini market. A mini market in this case is an alternative place to shop for consumers which has a special characteristics that the goods are arranged in open shelves and consumers choose the items that they need or want, then bring it to the cashier to pay with the fixed price (not a bargain).
With so many existing mini market, consumers will become more critical in choosing a place to shop. It encourages retail entrepreneurs to compete in grabbing the market share. How to attract customers to come to the mini market then conduct transactions is not easy. The role of retail marketing mix is very important and influential. Without the right retail marketing mix, the retail company will face difficulty in marketing, therefore the retail marketing mix really should be considered. According to Levy and Weitz (2012:20) elements in the retail marketing mix consists of location, merchandise assortments, pricing, customer service, store design and display, and communication mix.
SB Mart was established on August 3, 2010. The establishment of SB Mart is motivated by a sense of longing for the presence of shopping facilities for the
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general public which really favor the general public consumers, traders and economic actors in the environment surrounding SB Mart. SB Mart has a different nuances compare with others mini markets, also has a different philosophy and orientation.
SB Mart is one of the business unit of Sejahtera Bersama Cooperative which is engaged in trading of basic needs which are expected to provide basic daily needs for members / prospective members of the cooperative and the community at large with good quality and reasonable price as well as a builder for the store-small store owned by the community in each area.
Along with the rise of the mini market business in Indonesia, SB Mart comes in serving people with different store shades. Both in terms of the atmosphere of shopping, the appearance, or products that are sold. SB Mart does not sell liquor and other illicit goods so SB Mart is very friendly with the family of Indonesia. In SB Mart also sold distinctive merchandise such as Habbatusauda,
Zam-Zam water, palm juice, equipment prayer, as well as books of Islam. It makes SB Mart looks very strong with Islamic nuance. With more than 4,000 product variations merchandise items, as well as reinforced with Islamic nuance and Systems Information Technology (IT) which qualified, it is expected that people can rely on the existence of SB Mart in their respective communities as providers of everyday staples, moreover SB Mart provides more fruit variation, especially local fruits.
SB Mart has advantages over competitors in terms of service delivery.
Simply by calling SB Mart, the goods that customers want will be delivered directly to the customers' homes. SB Mart has programs that greatly favor the
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small traders and business people around SB Mart environment, It realized with
Partnership Shelf Program, Muhasaba (Sejahtera Bersama Business Partners), as well as the Speical Price for Members. Shelves partnerships are used as a means to accommodate the products whether it is food, craftsand others produced by people around SB Mart stores are located. Therefore, SB Mart's expansion plans are directed to reach out to remote areas. With these programs, SB Mart is expected to be a builder for small shops owned by people in each area and can actually be a mini market that can compete and prosper each member / prospective member Sejahtera Bersama Cooperative and the public at large.
In conducting its business, the SB Mart uphold the principles of cooperative oriented to help, strengthen and develop the economy of the community to improve the economic and social welfare of the community itself. SB Mart has very much cooperative members and spread throughout Indonesia. Like the philosophy of cooperative economy "from member to member", SB Mart gives special price to members. The very cheap price is expected to give more loyalty to members for shopping and fulfill the daily needs at SB Mart. The more often members shop at SB Mart, the greater SHU they will be enjoyed.
However, SB Mart's target market is not only its members, the main target is the middle class of Muslim family. Therefore, SB mart established with the motto Convenient and Ideal. The establishment SB Mart stores always consider the condition. Starting from extensive parking, the clean of stores, wide shopping aisle, friendly service, providing shopping trolley and so forth. Availability of
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prices corresponding to the entire target market, SB Mart is expected to satisfy all consumers so that SB Mart Ideal for all walks of life. (www.sbmart.co.id)
SB Mart which headquartered in Bandung is still fairly young when compared to the competitors that are stronger in terms of capital and have long been in the field of modern retail business. However, it did not break the spirit of SB Mart to become even greater. This was proven by SB Mart, it already has more than 150 outlets (http://goo.gl/2PJPfh), one in the district Bojongsari exactly in front of
Bukit Sawangan Indah housing, and will have continue to grow. SB Mart Bukit
Sawangan Indah itself was set up in 2012 and have already had to contend with a well-known brand competitor. But it did not make the SB Mart retreat because SB
Mart Bukit Sawangan Indah has distinctive competence than its competitors. They are delivery service, providing shopping trolley, and unusual products sold in minimarket (Zam Zam Water, prayer paraphernalia, and the others). But, compare to its competitors, the location of SB Mart Bukit Sawangan Indah is not exactly beside the highway, so it is not visible from the highway.The location is around
150 meters from the highway.How does the retail marketing mix used by SB Mart is an interesting thing to be studied.
Based on the description in the background, researchers interested in conducting further research on the issue of retail marketing mix in SB Mart. For that, in this study, the researchers took on the title "THE ANALYSIS OF RETAIL
MARKETING MIX EFFECTS TOWARDS CUSTOMER SATISFACTION AT
SB MART IN BUKIT SAWANGAN INDAH HOUSING."
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B. Problem Statements
Based on the background of the problems that have been described, to
examine the influence of retail marketing mix (customer service, store design and
display, communication mix, location, merchandise assortment, and pricing)
towards customer satisfactiont, the problem in this study is formulated as follows:
1. Does the customer service (X1) has significant influence towards customer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
2. Does the store design and display (X2) has significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
3. Does the communication mix (X3) has significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
4. Does the location (X4) has significant influence towards customer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
5. Does the merchandise assortment (X5) has significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
6. Does the pricing (X6) has significant influence towards customer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?
7. Do the customer service (X1), store design and display (X2),
communication mix (X3), location (X4), merchandise assortment (X5),
and pricing (X6) have significant influence towards customer satisfaction
(Y) at SB Mart in Bukit Sawangan Indah Housing?
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C. Research Objectives
Based on the problems that have been formulated, the purpose of this research
are as follows:
1. To analyze the influence of customer service (X1) towards consumer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing
2. To analyze the influence of store design and display (X2) towards
consumer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing
3. To analyze the influence of communication mix (X3) towards consumer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing
4. To analyze the influence of location (X4) towards consumer satisfaction
(Y) at SB Mart in Bukit Sawangan Indah Housing
5. To analyze the influence of merchandise assortment (X5) towards
consumer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing
6. To analyze the influence of pricing (X6) towards consumer satisfaction
(Y) at SB Mart in Bukit Sawangan Indah Housing
7. To analyze the influence of customer service (X1), store design and
display (X2), communication mix (X3), location (X4), merchandise
assortment (X5), and pricing (X6) have significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing
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D. Research Benefits
This research will provide the following benefits:
1. For The Company
As inputs to the management of SB Mart about the effect of retail
marketingmix variables (customer service (X1), store design and display
(X2), communication mix (X3), location (X4), merchandise assortment
(X5), and pricing (X6)) towards consumer satisfaction (Y).
2. For The Universities
Increase the repertoire of research for Marketing Management Science
Program in Jakarta Syarif Hidayatullah State Islamic University.
3. For The Researchers
Increase knowledge and insight in the field of marketing management,
especially regarding consumer purchasing decisions and the marketing
mix.
4. For Further Research
For reference materials in reviewing issues related to customer satisfaction
and retail.
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CHAPTER II
LITERATURE REVIEW
A. Marketing
According to Kotler and Keller (2009:45), marketing has been defined as
an organization function and a set of processes for creating, communicating,
and delivering value to customers and for managing customer relationships in
ways that benefit the organization and its stakeholders. Thus, we see
marketing management as the art and science of choosing target markets and
getting, keeping, and growing customers through creating, delivering, and
communicating superior customer value.
Marketing is not just sales activities. Activities in marketing relate to each
other. Marketing activities began long before production and does not end just
with the sales. If marketers want their products sold in the market, survive and
grow, then marketers must think about what products they want to make to fit
the needs of consumers. Once the product is made then the marketer has to
think about how to communicate the product or advertise these products.
Consumers who have purchased a product does not necessarily make the
marketers to stop thinking about the next activity, marketers must be able to
ensure consumers are satisfied with the products that we sell and re-purchase.
According to Kotler & Keller (2009:45), the aim of marketing is to make
selling superflous and to know and understand the customer so well that the
product or services fits him and sells itself. Ideally, marketing should result in
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a customer who is ready to buy. All that should be needed then is to make the
product or service available.
B. Service Marketing
Services are often seen as a complex phenomenon. The word of services
itself has many meanings, from personal service to service as a product. So far
it has been a lot of marketing expert services that have attempted to define the
understanding of services. Some of them are; Lovelock et al (2005:9)define
service are economic activities offered by one party to another, most
commonly employing time-defined performances to bring about desired result
in recipients themselves or in objects or other assets for which purchasers have
responsibility. Service customers expect to obtain value from access to labor,
professional skills, facilities, networks, systems, and equipment, but no not
normally take ownership of any of the physical elements involved. While
according to Kotler & Keller (2009:386), a service is any act or performance
one party can offer to another that is essentially intangible and does not result
in the ownership of anything.
1. Service Marketing Characteristics
Based on Kotler & Keller (2009:389-391), there are four characteristics of
service:
a. Intangibility
Unlike physical products, service cannot be seen, tasted, felt, heard, or
smelled before the purchase, and the patient in the psychiatrist’s office
cannot know the exact outcome of treatment.
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b. Inseparability
Whereas physical goods are manufactured, put into inventory,
distributed through multiple resellers, and consumed later, service are
typically produced and consumed simultaneously.
c. Variability
Because the quality of service depends on who provides them, when
and where, and to whom, services are highly variable.
d. Perishability
Services have little or no tangible components and therefore cannot be
stored for a future use. Services are produced and consumed during the
same period of time.
2. Service Marketing Mix
According to Lovelock et al (2005:25-26), there are seven elements of
service marketing mix, referred to as 7Ps of service marketing, represent a
set of interrelated decision variables facing managers of service
a. Product Elements
Managers must select the features of both the core product (either a
good or service) and the bundle of supplementary service elements
surrounding it, with reference to the benefits desired by customers and
how well competing produtcs perform. In short, we need to be
attentive to all aspects of the service performance that have the
potential to create value for customers.
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b. Place and Time
Delivering product elements to customers involves decisions on the
place and time of delivery, as well as the methods and channels
employed. Delivery may involve physical or electronic distribution
channels (or both), depending on the nature of the service being
provided. c. Promotion and Education
No marketing program can succeed without effective communication.
This component plays three vital roles: providing needed information
and advice, persuading target customers of the merits of a specific
product, and encouraging them to take action at specific times. In
service marketing, much communication id educational in nature,
especially for new customers. Companies may need to teach these
customers about the benefits of the service, where and when to obtain
it, and provide instructions on how to participate in service processes. d. Price and Other Cost of Service
This component addresses amangement of the costs incurred by
customers in obtaining benefits from the service products. Service
managers not only set the selling price, trade margins, and establish
credit terms; they also seek to minimize, where possible, other costs
that customers may bear in purchasing and using a service, like related
costs (e.g., travel expenses), time, and mental and physical effort.
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e. Physical Environment
The appearance of buildings, landscapings, vehicles, interior
furnishing, equipment, staff members, signs, printed materials, and
other visible cues all provide tangible evidence of a firm’s service
quality.
f. Process
Creating and delivering product elements to customers require the
design and implementation of effective processes. A process is the
method and sequence of actions in the service performance. Badly
designed processes like slow, bureaucratic, and ineffective service
delivery, commonly annoy customers.
g. People
Many services depend on direct interaction between customers and a
firm’s employees (like getting a haircut or talking to a call center
staff). The nature of these interactions strongly influences the
customer’s perceptions of service quality.
C. Retail
In distributing products to consumers manufacturers will be faced with
two options, namely the use of intermediaries or distribute their own products
to consumers. Most producers use intermediaries because of their efficiency
advantage in making goods widely available and easy to obtain the target
market.
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Retailing is one form of trade intermediaries. Retailing is the final activity of a series of travel products from producer to final consumer. Retailing activities are not limited only done by retailers, but done by anyone including manufacturers, wholesalers, and distributors, if they do direct sales to the end consumer (Munir, 2011:33). According to Dunne, Lusch, and Griffith (stated in Setiawan & Kunto, 2013:2), retailing is the final activities and steps needed to place merchandise made wherever its place, into the hands of the consumer or to provide services to consumers.
According to Berman & Evans (2010:4), retailing encompasses the business activities involved in selling goods and service to consumers for their personal, family, or household use. According to Kotler & Keller (2009:482) retailing is all activities covered by the sale of goods or services directly to end consumers for personal and non-busines use.
Based on some retailing definitions above, it can be concluded that the retail business (retailing) is a type of trade service business which is the last line in distribution of goods and services from producer to final consumer for personal use or family purpose. The position of the retail business is becoming increasingly important because it is closest to the end consumer.
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Figure 2.1
A Typical Channel of Distribution
Manufacturer Wholesaler Retailer Consumer
Source : Levy & Weitz (2012:7)
In general, the main reason for using intermediaries is that they can help improve the efficiency of distribution. According to Levy & Weitz (2012:7-8), the use of intermediaries or retailers have several advantages, that are:
1. Providing Assortments.
Supermarkets typically carry 20,000 to 30,000 different items made by
more than 500 companies. Offering an assortments enables their
customers to choose from a wide selection of roducts, brands, sizes,
and prices at one location
2. Breaking Bulk.
To reduce transportation cost, manufacturers and wholesalers typically
ship cases of frozen dinners or cartons of blouses to retailers. Retailers
then offer the products in smaller quantities tailored to individual
consumers’ and households’ consumption pattern-an activity called
breaking bulk. Breaking bulk is important to both manufacturers and
consumers. It enables manufacturers to efficiently make and ship
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merchandise in larger quantities and enables consumers to purchase
merchandise in smaller, more useful quantities.
3. Holding Inventory
A major value-providing activity performed by retailers is holding
inventory so that the product will be available when consumers want
them. Thus, consumers can keep a smaller inventory of products at
home because they know local retailers will have the products
available when they nedd more. This activity is particularly important
to consumers with limited storage space.
4. Providing Service.
Retailers provide service that make it easier for customers to buy and
use products. For example, retailers offer credit so that consumers can
have a product now and pay for it later. They display products so that
consumers can see and test them before buying. Some retailers employ
salespeople in stores or maintain Web sites to answer questions and
provide additional information about products.
5. Increasing the Value of Products and Services
By providing assortments, breaking bulk, holding inventory, and
providing service, retailers increase the value that consumers receive
from their products and services.
6. Another advantage which can be expected by the manufacturers of
these intermediaries are:
a. Assist in the consumer search
b. Assist in promotion activities
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c. Assist in the provision of information
d. Assist in packing and wrapping
e. Assist in the sorting
Retail business can be specified in a classification based on size, ownership, operation, and so on. Classification is relatively easy to divide the retail business into two major groups, namely large retailers and small retailers.
Included in this is a major retail specialty stores, department stores, supermarkets, discount house, hypermarkets, general stores and chain stores.
Small retail is divided into retail traders that stay in a place and retail traders that don’t stay in a place. Retail traders that stay in a place further subdivided into fixed place (e.g. kiosks, depot, stall), non permanent place (e.g. street vendors), and use the tools (thrust wheels, carts, tools bear) (Sopiah and
Syihabudhin stated in Utomo, 2009:47).
Kotler& Armstrong(2010: 395) divides retailers into store retailing and retail organization.
1. Store Retailing, the types are:
a. Specialty Stores is a store that carry a narrow product line with
deep assortment, such as apparel stores, sporting-goods stores,
furniture store, florist, and bookstores.
b. Deparment Stores is a store that carry several product lines-
typically clothing, home furnishing, and household goods-with
each line specialist buyers or merchandisers.
c. Supermarkets are stores with a relatively large operation, low
cost, low margin, high volume, self-service operation designed to
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serve the customer’s total needs for grocery and household
products. d. Convenient Stores is a relatively small store and located near
residential areas, have long opening hours seven days a week, and
carrying a limited line of high-turnover convenience products at
slightly higher prices. e. Discount Stores are stores that carry standard merchandise sold at
lower prices with lower margins and higer volume. f. Off-price Retailers are stores that sell merchandise bought at less-
than-regular wholesale prices and sold at less than retail, often
leftover goods, overruns, and irregulars obtained at reduced prices
from manufacturesrs or other retailers. There are three types of
retailer discounts:
1) Factory Outlets are stores owned and operated by the
manufacturer and usually sell excess goods, no longer
manufactured, or are not regular.
2) Independent Off-price Retailers are stores owned and run by
entrepreneurs or division of a large retailer.
3) Warehouse Clubs / Wholesale Clubs are which store selling a
limited selection of branded food products, household items,
clothing, and a variety of other goods with big discount to
members which pay annual dues. g. Superstores are stores which have very large stores traditionally
aimed at meeting consumers’ total needs for routinely purchased
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food and nonfood items. Includeds supercenters, combined
supermarket and discount stores, and category killers, which carry
a deep assortment in a particular category and have a
knowledgeable staff.
2. Retail Organizations, the types are:
a. Corporate chain stores, are two or more stores that are commonly
owned and controlled. Corporate chains appear in all types of
retailing, but they are strongest in department stores food stores,
drug stores, shoe stores, and women’s clothing stores.
b. Voluntary chain, wholesaler-sponsored group of independent
retailers engaged in group buying and merchandising.
c. Retailer cooperative, group of independent retailers who set up a
central buying organization and conduct joint promotion efforts.
d. Consumer Cooperative, a company retail owned by its customers.
e. Franchise Organization, contractual association between a
franchise (the franchiser, ie manufacturer, wholesaler, or service
organization) withfranchisees (franchisees, which is an
independent businessman who bought the rights to own and
operate one or more units in the franchise system).
f. Merchandising Conglomerate, a free form of company that
combines some lines and retailing shapes in centralized
ownership, which also brings together the distribution and
management functions.
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According to Rohmad (stated in Utomo, 2009:53), the importance of trade
intermediaries or members of distribution channels in the overall marketing
process can be demonstrated by the different roles they play, include:
a. Provide storage and transport for manufacturer or company, so
manufacturers can concentrate on production activities.
b. Provide installation and repair, thereby reducing the role of producer.
c. Provide funding to the consumer, so that the financial burden is
reduced producer.
d. Implement advertising and promotional activities of products,
thereby enhancing the overall ability of market.
e. Acting as an agent for the manufacturer to obtain information about
consumers, so manufacturers can develop products.
f. Creating form, time, place and ownership so that the products can be
delivered in the right market at the right time, and through the right
distribution channels - including provisions regarding the suitability
of packaging.
Sopiah and Syihabudhin (stated in Utomo, 2009:54) explains, the retail trade is very important for producers because through retailers producers can gain valuable information about the goods. Manufacturers could interview retailer of consumer comments about the shape, taste, durability, price, and everything about the product. It can also knows the rival powers.
Manufacturers and retailers can foster mutually beneficial cooperation.
From the explanation above, it can be concluded that the main function is to provide a wide range of retail products and services,that is assorting
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products, breaking bulk, entering into inventory, providing services , increasing
the value of products and services. The important principle in retailing is "the
right product in the right place at the right time". Based on the principle that a
product marketing should be sold at a place that is accessible by consumers and
through promotions.
Retailers which focus on the consumer will maintain the culture to always
exceed consumer expectations. So retailers need to recruit the right people, and
providing learning for employees continously, thus will increasing consumer
interaction with the employees. The elements of retailing mix is a marketing
strategy undertaken by retailers.
D. Retail MarketingMix
In marketing there is a strategy called the marketing mix. It has an
important role in influencing consumers to purchase products or services
offered by the company to the market. After determining the right company
competitive marketing strategy, the company is ready to plan the details of the
marketing mix.
Ma’ruf (stated in Ikhwan 2012:23) states that "retail mix is a combination
of retail factors used to satisfy the needs of customers and influence their
decision to buy". According to Levy and Weitz (2012:20) elements in the
retail mix consists of location, merchandise assortments, pricing, customer
service, store design and display, and communication mix. Those are:
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1. Customer service
According to Levy and Weitz (2012:499), "customer service is the set
of activities and programs undertaken by retailers to make the shopping
experience more rewarding for their customers". There is a perception 5
consumers use to evaluate customer service, by using the service quality
(Levy and Weitz, 2012:505-506), including:
a. Tangible
An appearance of physical facilities, equipment, personnel, and
communication materials.
b. Reliability
An ability to perform as a reliable and accurate service, as do the
services in accordance with the agreement or that have been contracted
out or delivery appointment time.
c. Responsiveness
It is the willingness to help customers and provide prompt service,
such as returning calls and e-mails promptly.
d. Assurance
Is the knowledge and courtesy of employees and their ability to convey
trust and comfort, such as salespeople who have been fully trained.
e. Empathy
Referring to the concern, the provision of special concern to
consumers, such as personal services, receiving records and e-mails, or
recognition by name.
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It could be argued that service quality talk about how to make
customers happy with good and right service through responsiveness,
reliability, understanding, fulfillment of a promise to consumers and so on.
2. Store design and display
Levy and Weitz (2012:468) says that "The primary objective of a store
design is to implement the retailer's strategy. The design must be
consistent with and reinforce the retailer's strategy by meeting the needs of
the target market and building a sustainable competitive advantage. "That
means the main goal of the store design is to implement a strategy of
retailers. The design should be consistent and reinforce the retail strategy
to meet the needs of the target market and build sustainable competitive
advantage.
In implementing the retail strategy, the retailer has to consider the store
atmosphere. According to Berman and Evans (stated in Santosa, 2014:16),
atmosphere refers to the store's physical characteristics that are used to
developed an image and draw customers.. Berman dan Evans (stated in
Fuad, 2010:3) divide elements of store atmosphere into four elements,
namely the store exterior,general interior, store layout and interior display.
a. Store exterior or the front of the store reflects the steadiness and the
robustness of the spirit of the company and the nature of the activities
in it, and can create trust and goodwill for consumers. Store exterior
serves as identification or recognition marks, so often expressed
symbol. Which includes part of the store exterior is outbuildings, shop
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signs, entrance, building, design stores, parking facilities, store yard,
and security vehicles. b. General interior of the store should be designed to maximize the visual
merchandising. As it is known, advertising can attract buyers to come
to the store, but the main thing that can make a sale after the purchase
was in the store is the display. Good display can attract the attention of
consumers and help them to be easy to observe, examine and choose
the goods, and finally make a purchase when consumers into store. The
general impression of the interior can be created through store wall
color attractive, light room, played music, the neatness of setting goods
in shelves, friendly employees, store cleanliness, and the smell and air
inside store. c. Store layout is the plan to determine the specific location and
arrangement of the street alley in the store are quite wide which makes
it easy for consumers in walking in it. Store layout will invited
customers to enter or cause them to stay away from the store when
consumers are seeing the inside of store through a storefront window
or entrance door. Good layout will be able to invite consumers and
make them walking around longer and spend more money. Which
includes store layout is kind of goods, arrangement of goods, facilities
store, store settings and groups of goods.
Store layout is the layout of the product, cashier, and flow of passing
customers in the store. Retailers must design the attractive product
store layout and easily accessible by consumers. Store layout should
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also enable customers running and passing so that consumers can seek
and obtain needed goods easily and quickly. In principle, store layout
of all the elements in the store should create a pleasant atmosphere for
all parties, namely the consumers, service shops and retailers. Store
layout that will help retailers to be able to display their products
properly, allows consumers to shop clerk and improve work efficiency,
increase profits for shopkeepers and influence consumer buying
behavior(Sumarwan stated in Stiefi, 2012:15). d. The interior displays are signs that are used to provide information to
consumers to influence the atmosphere of store environment, with the
main goal to increase sales and profits of the store. Which includes
interior display is a poster, signage location, mark special events like
Eid image and the new year, and media wrapper.
While, according to Dunne, Lusch, and Griffith (in Setiawan dan
Kunto, 2013:4). Store design in a store is the most important element in the planning of the store environment. a. Store front design / exterior
The front of the store is an important part, therefore the front of the
store to be easily visible, easily identifiable by passing vehicles, and
give the impression to people who see it. b. Interior design
Interior design here is divided into two, namely the surface and
architectural design. Part surfaces such as wood flooring, vinyl¸karpet
flooring, ceramic, marble and paint color usage.
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c. Lighting design
One of the other important parts of a design is the lighting store. With
good lighting, can give effect to the level of store sales.
d. Sounds
Voice used, can greeting to customers who come or use music to
make the visitors into a comfortable, more relaxed, relax so they can
spend more time somewhere.
e. Smells
Effective store design will appeal to all the human senses, namely
sight, sound, touch and smell. The smell is believed to be most closely
related senses of all flavors to create a memory and emotion.
3. Communications Mix
According to Levy and Weitz (2012:399) the communication program
informs customers about the retailer as well as the merchandise and
service it offers and plays a role in developing repeat visits and customer
loyalty. Through promotion, companies communicate with customers to
make them aware of the existence of companies products and servicesto
that they intertest to visit and make purchase.
According to Sullivan & Adcock (stated in Japarianto and Djati,
2011:5),retail promotion is the activity of the company in order to attract
visitors and obtain information on how many the consumers. The retail
promotion mix elements is as follows:
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a. Sales Promotion
Sales Promotion, are special incentives or excitement-building program
that encourage consumers to purchase a particular product or service
(Levy and Weitz, 2012:411).
b. Advertising
Advertising is part of the promotional mix, simply advertising is
defined as a message that offers a product aimed at the public through a
medium (Kasali, 2007:9).
4. Location
The location is a very important factor in the retail marketing mix. In the
right location, a stores will be more successful than other stores that are
less strategic, although both sell the same product, the same amonut of
skilled salesman, and both had a nice setting (Pasaribu and Sembiring,
2013:3).
According to Levy and Weitz (2012:215), location decisions have great
strategic importance because they have significant effects on store choice
and are difficult advantages for competitors to duplicate.
According to Mischitelli(stated in Atmaja and Adiwinata, 2013:3)
elements that influence the selection of a location are:
a. Place
Place is the things relating to the location and position. Advisable
the location close to the center of the crowd or close to densely
populated areas.
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b. Parking
The locationshould have its own parking lot or use the public parking
lot that is spacious, comfortable, and safe both for two-wheeled
vehicles and four wheels.
c. Accessibility
The location was supposed to be an easy way to achieve it, either
by private vehicle or by public transport.
d. Visibility
The building should be easily seen and known bymany people.
e. Infrastructure
This part of the whole part of the building wherelocation operates, for
example: public facilities, transportation, etc.
Lamb, et al (in Munir, 2011:39) stated that the availability of transport
public, the distance to other shops, the availability of a place or a parking
area, as well as the security of the location are the variables that become
consideration in choosing the location.
5. Merchandise assortments
Merchandise assortments closely related to the product. "A product is a
tangible and intangible attributes, including packaging, color, price,
manufacturer's and retailers, the which the buyer may accept as offering
want - satisfaction" (Stanton stated in Alma stated in Nurbiyanto et al.,
uploaded in 2013). Diversity of products is related to the completeness of
the product depth, breadth and quality of the products offered are also the
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availability of such products at any time in the store (Engels and Blackwell
stated in Liwe, 2013:3).
Therefore, retailers must make the right decisions regarding the
diversity of products sold, due to the variety of products in the sense of a
complete product from the brand, size, quality and availability of the
product at any time will be easier for consumers to choose and buy a wide
range of products in accordance with their wishes. (Annisa, 2014).
According to Levy and Weitz (2012:32) "Assortment is the number of
different items in a merchandise category". They say that the assortment
plan reflects:
a. Variety or breadth
Is the number of different categories of merchandise offered.
b. Assortment or depth
Is the number of different items in a merchandise category.
In addition, product availability is also noteworthy. According to Levy
and Weitz (2012:317), the availability of the product is defined as the
percentage of demand for certain items are deemed satisfactory so that no
consumer is running out of items to be purchased.
6. Retail pricing
Price is the amount of money charged for something of value(McCharty,
Cannon and Pereault in Sinaga, 2012: 14). According to Stanton (stated in
Dinawan, 2010:33), the price is a redeemable value by consumers with the
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benefits of having or using products or services determined by the buyer or the seller for the same price to all buyers.
While According to Tjiptono (stated in Dinawan, 2010:34) stated that, the price has two major roles in influencing purchasing decisions: a. The role of price allocation, i.e. the price function in helping the buyer
to decide how to obtain benefits or the highest expected utility based
on purchasing power. b. The role of information of price, i.e. the price function in
educatingconsumers about the factors of the product, such as quality.
Furthermore, Shiffman and Kanuk (stated in Wahyudi in in Dinawan,
2010:35)stated the reference price is any form of prices used by consumers as a basis of comparison for assessing the price of other goods.
According to William J. Stanton(stated in Dinawan, 2010:36) there are three sizes that determine the price, namely:
a. Prices are in line with the quality of a product
b. Prices are in line with the benefits of a product
c. Comparison with other products price
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Figure 2.2 The Elements in Retail Marketing Mix
Customer service Store Pricing design and display Retail Strategy
Merchandis Communica e tion mix assortments
Location
Source: Levy& Weitz (2012:20)
E. Customer Satisfaction
1. Customer Satisfaction Definition
According to Kotler and Keller (2009:164), satisfaction reflects a person's
judgments of a product's perceived performance (or outcome) in
relationship to expectation. That means satisfaction is a feeling of pleasure
or disappointment resulting from comparing product performance against
their expectations. If performance fails to meet expectations, then the
customer becomes dissatisfied. If the performance in line with
expectations, then the customer becomes satisfied. If performance exceeds
expectations, the customer was very satisfied.
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Usually satisfied customers tend to be more loyal to the products offered then will tell to others about the company and products that satisfy them, more or less attention to competitors' products, less price sensitive, and willing to offer ideas to the company's products or services. High satisfaction or pleasure will cause consumers to behave positively and the emotional attachment to the brand.
Expectation values formed through past experiences, comments or suggestions from customers and information from competitors. The perception of value is a company's ability to serve customers in an effort to satisfy consumers. (Soelasih stated in Wijaya in Wahono & Subagio,
2013: 4)
While the definition of customer satisfaction by Zeithaml, Bitner and
Dwayne (stated in Logiawan and Subagio, 2014:5) is customer’s evaluation of a product or service in terms of whether that product or service has met the customer’s needs and expectations. Where they think customer satisfaction is the customer’s valuation of the products or services in terms of judging whether the product or service has met the customer's needs and expectations.
The retail business which always directly related to the consumer requires constant change in order to satisfy its customers. With more and more manufacturers are engaged in fulfilling the needs and desires of consumersthereby causing every business entity must put orientation on customer satisfaction as a primary goal. To that required variables that affect customer satisfaction that is the retail mix.
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According to Kolter and Keller (2009:166), there are methods exist to measure customer satisfaction. Periodic surveys can track customer satisfaction directly and also ask additional questions to measure repurchase intention and the respondent’s likelihood or willingness to recommend the company and brand to others. Beside conducting periodic surveys, companies can monitor their customer loss rate and contact customers who have stopped buying or who have switched to another supplier to find out why. Finally, companies can hire myestery shoppers to pose as potential buyers and report on strong and weak points experienced in buying the company’s and competitor’s product.
According toLupiyoadi (stated in Akmal et al., 2012:2) factors that determine customer satisfaction are:
a. Product Quality
Customers will be satisfied if the evaluation results showed that the
products they use have good quality.
b. Service Quality
Customers will be satisfied if they receive good quality of service
or in accordance with their expectation.
c. Price
Product with the same quality but set the relatively cheap price,
will give a higher value to its customers.
d. Emotional Factor
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Customers will feel proud and have the belief that other people
would be amazed to him when using a product with a particular
brand and will tend to have a higher level of satisfaction.
e. Costs and the ease of obtaining goods or services.
Customers do not need to spend additional costs and no need to
waste time tend to be more satisfied with the product or service.
While, according to Dutka (stated in Melinda in Saidani & Arifin,
2012: 6), there are three dimensions in measure of customer satisfaction universally that are
a. Attributes related to the product that is the dimension of
satisfaction associated with the attributes of the product such as the
determination of the values obtained with the price, the ability of
the product determines satisfaction, the benefits of these products.
b. Attributes related to service that is the dimensions of satisfaction
associated with the attributes of the service for example with the
promised warranty, service fulfillment or delivery process, and the
process of resolving the given problem.
c. Attributes related to purchase, that is the dimensions of satisfaction
associated with the attributes of the decision whether to buy or not
from manufacturers such as ease of information received, courtesy
of employees and also the influence of the company's reputation.
According to Kennedy and Young (stated in Lustinayanti, 2011:25), there are six dimensions of customer satisfaction measurement in services, namely:
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a. Satisfaction with process
Customers are satisfied with the whole process obtained from the
customer receives services from the beginning to leave the place of
service.
b. Satisfaction with personal treatment
Customer satisfaction with the services provided by all those
involved in the process from the beginning penmberian services
receive services to leave the place of service.
c. Satisfaction with waiting time
Satisfaction with queuing time customers need to do while waiting
to get service from a provider.
d. Satisfaction of the place
Customer satisfaction towards the place where the transfer of
services, the entire room that is able to give the impression of a
clean and convenient to the customer.
e. Overall Satisfaction
Perceived level of customer satisfaction overall.
Consumer satisfaction depends on the performance offered associated with the consumer rewards. Satisfaction is a function of which perceived and expected. Consumers hope are influenced by previous experience, a friend or relative, and appointments and information provided by
36
marketers and competitors, consumer satisfaction problem is the personal
problems which has subjective nature, because satisfaction of a person is
not necessarily same with the satisfaction perceived by others.
Figure 2.3
Customer Satisfaction Concept
Customers Company Objectives Needs & Wants
Products Customer’s (Good/Service) Expectation Towards Goods/Service
The Value of Good/Service For Customers
The Level of Customer Satisfaction
Source: (Tjiptono stated in Anindita, 2012:23)
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Most of the companies make a huge mistake, when they are not paying enough attention to their customer satisfaction. Keeping customers satisfied is the bestcompetitive advantage against competitors. Customers are loyal, prepared to pay more and are excellent external marketers. Here is a list of the reasons for developing long-term relationships with customers:
a. Acquiring new customers can cost 5 to 10 times more than the
costs involved in satisfying and retaining current customers.
b. Loyal customers tend to spend more and cost less to serve.
c. Satisfied customers are likely to recommend your products and
services.
d. Advocates of a company are more likely to pay premium prices to
a supplier they know and trust.
e. Retaining exiting customers prevents competitors from gaining
market share.
f. A 5 percent reduction in the customer defection rate can increase
profits by 25 to 85 percent, depending on the industry. (Cook
stated in Mattsson, 2009:11)
Exceeding the value offered by competitors is the key to marketing success. Consumers decide upon purchases on the judgements about the values offered by suppliers. Once the product is bought, customer satisfaction depends upon its perceived performance compared to the buyer’s expectations. Customer satisfaction occurs when perceived performance matches or exceeds expectations. Expectations are formed
38
through post-buying, experiences, and discussions with other people, and suppliers marketing activities. Companies need to avoid the mistake of
setting customer expectations too high through exaggerated promotional claims since this can lead to dissatisfaction if performance falls short of expectations. (Jobber stated in Mattsson, 2009:12)
Customer satisfaction research is focused on company’s current customers to clear up functionality in proportion to customer’s expectations. Amount of - or repeatedly happening purchasing doesn’t always tell about customer’s satisfaction. Customer may buy product, because there is not better available, or he / she doesn’t know any other alternatives. In this kind of case, customer is not committed to a company or a product, but moves over to another alternative as soon as it will be available.
Research measures total customer satisfaction and also divisions of it, e.g. products, price, quality, customer service etc. Most important is that research is reliable, repeated often, results are analysed and problematic points are solved. (Bergström,Leppänen, Yrityksen Asiakasmarkkinointi stated in Mattsson, 2009:12)
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F. Previous Research
Researcher Research Title Research Result
Japarianto and The Effect of Service a. Variables of service retail Djati (2011) Retail Marketing Mix marketing mix contained in Towards Shopping Plaza Plaza Surabaya together Satisfaction of Tourism have an influence on the level Shopper At Plaza-Plaza of satisfaction tourism Surabaya shopper. But after the study authors found several variables such as retail price, merchandise assortment and customer service does not have a significant effect on the level of tourism shopper satisfaction when compared with other variables. b. That the store design variables are the variables that most influence on the level of tourism satisfaction shopper compared with six other variables. or in other words the variable store design is the most influential variable
Wijaya et al. The Analysis of Retail a. Customer Service (Uploaded in Mix Toward Customer Variable customer service has 2013) Satisfaction in 39 Store become a significant variable Semarang and positively affect customer satisfaction partially at Shop
40
Researcher Research Title Research Result
39 Semarang is a significance value of 0.001 under 0:05. b. Location This location variables become significant variables affecting customer satisfaction partially in Store 39 Semarang is a significance value of 0.010 under 0:05. c. Pricing Variable pricing is becoming a significant variable affecting customer satisfaction partially in Store 39 Semarang is a significance value of 0.025 under 0:05. d. tore Design and Display
Variables store design and
display it becomes a
significant variable affecting
customer satisfaction partially
in Store 39 Semarang is a
significance value of 0.012
under 0:05
e. Merchandise assortments
Variable merchandise
assortments become
significant variables affecting
customer satisfaction partially
in Store 39 Semarang is a 41
Researcher Research Title Research Result
significance value of 0.001 under 0:05. Regression coefficient merchandise assortments for 0.225 indicate that the merchandise assortments positive effect on customer satisfaction in the shop 39 Semarang, this means that if the merchandise assortments, the better, it will increase customer satisfaction in the shop 39 Semarang. f. Communication Mix Communication mix variables become significant variables affecting customer satisfaction partially in Store 39 Semarang is a significance value of 0.046 under 0:05.
Pasaribu and The Effect of Retail Effect of Retail Marketing Mix Sembiring Marketing Mix Strategi Strategy for Customer (2013) Towards Satisfaction and Satisfaction Loyalty of Customer at a. Effect of Customer Syariah MES Mart Satisfaction MES Mart Sharia Minimarket . The results showed that the product has a positive and significant effect on customer satisfaction . That is, the better the product strategy
42
Researcher Research Title Research Result
undertaken by MES Mart , the greater the satisfaction felt by the customer . The degree of influence between product and customer satisfaction is large enough, it can be seen from the regression coefficient of b. Effect of Price on Customer Satisfaction MES Mart Sharia The results showed the price factor has a positive but not significant effect on customer satisfaction . This means that the better the pricing policies do MES Mart , the greater customer satisfaction , but the price in this case does not affect a customer is satisfied or not . c. Effect of Location of MES Mart Customer Satisfaction Sharia The results showed that the location has a positive and significant effect on customer satisfaction . That is, the location is one factor that can determine whether a customer is satisfied or not .
43
Researcher Research Title Research Result
d. Effect of Customer Satisfaction MES personnel Sharia Mart The results showed that the personnel is the most influential factor in customer satisfaction. Personnel have a positive and significant effect on customer satisfaction . With a large degree , it can be said that the personnel of the factors that determine customer satisfaction Mart mini MES compliant. e. Influence Presentation on Customer Satisfaction MES Mart Sharia Results showed that the effect of presentationpositive and significant effect on customer satisfaction .Based on the test , it can be concluded the retail marketing mix strategies adopted by the company consists of product, price , location , personnel and presentation simultaneously affect customer satisfaction Mart mini MES compliant.
44
G. Frame of Thinking
The framework in this study illustrate the relationship of the independent
variable customer service (X1), store design and display (X2), communication
mix (X3), location (X4), merchandise assortment (X5), and pricing (X6)
towards dependent variable customer satisfaction (Y)
According to what the researcher has explained in previous section, the
framework in this research is showed in figure 2.4.
45
Figure 2.4 Conceptual Thinking
Customer Store Design Communication Location Merchandise Pricing Service and Display Mix Assortment
Customer Satisfaction
Validity Test
Reliability Test
Normality Test
Multicolliniaerity Test
Heteroscedasticity Test
Multiple Linear Regression Coefficient of Determination
T Test
F Test
46
H. HYPOTHESIS
The hypothesis is an unproven statement or proposition about a factor or
phenomenon that is of interest to the researcher (Malhotra, 2004:49). Based on
the formulation of the problem, the theoretical basis and framework mentioned
above, the hypothesis proposed in this study are:
H01:Customer service (X1) has no significant influence towards customer
satisfaction(Y).
Ha1:Customer service (X1) has a significant influence towards customer
satisfaction (Y).
H02:Store design and display (X2) has no significant influence towards
customer satisfaction (Y).
H02:Store design and display (X2) has a significant influence towards
customer satisfaction (Y).
H03:Communication mix (X3) has no significant influence towards customer
satisfaction (Y).
H03:Communication mix (X3) has a significant influence towards customer
satisfaction (Y).
H04:Location (X4) has no significant influence towards customer satisfaction
(Y).
H04:Location (X4) has a significant influence towards customer satisfaction
(Y).
H05:Merchandise Assortment (X5) has no significant influence towards
customer satisfaction (Y).
47
H05:Merchandise Assortment (X5) has a significant influence towards
customer satisfaction (Y).
H06:Pricing (X6) has no significant influence towards customer satisfaction
(Y).
H06:Pricing (X6) has a significant influence towards customer satisfaction (Y).
H07:Customer service (X1), store design and display (X2), communication mix
(X3), location (X4), merchandise assortment (X5), and pricing (X6) have
no significant influence towards customer satisfaction (Y).
H07:Customer service (X1), store design and display (X2), communication mix
(X3), location (X4), merchandise assortment (X5), and pricing (X6) have
a significant influence towards customer satisfaction (Y).
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CHAPTER III
RESEARCH METHODOLOGY
A. Scope of Research
This research is conducted to analyze the influence of retail marketingmix
(customer service, store design & display, communication mix, location,
merchandise assortment, and pricing) towards customer satisfaction at SB
Mart in Bukit Sawangan Indah Housing.
.The determination of target is customers of SB Mart Bukit Sawangan
Indah Housing. It is because SB Mart has the distinctive competence and the
customers come from everywhere not only people who live in Bukit
Sawangan Indah Housing.The research period starts from August 2014 until
the completion writing
B. Population and Sample
1. Population
Population is a generalization area consist of object or subject which has
certain quality and characteristic that is appointed by researcher to be
analyzed than generated conclusion (Sugiyono, 2008:61). Population in
this reserach is all customers whose have ever shopped at SB Mart in
Bukit Sawangan Indah Housing.
2. Sample
Sample is a part of amount and characteristic owned by the population
(Sugiyono, 2008:62). Sampling technique used in this research is non
49
probability sampling where all population don't have same opportunity to
become respondents and sampling is based on researcher consideration
(Simamora stated inKoentjoro and Subagio, 2013:2).
In this research use 100 respondents for collectiong data. The use of these
100 questionnaires with technical reason because the proper sample for this
research 30 to 500 people. (Sugiono, 2008:74).
The characteristics of the respondents were used as samples in this study
were:
1. Consumers who shop at SB Mart in Bukit Sawangan Indah Housing.
2. Minimum age 17 years, this is because at that age consumees are able
to provide concrete assessment.
C. Data Collection Method
The type of data obtained, can be grouped into:
1. Primary Data
Primary data is data originated by the researcher specifically to address the
research problem (Malhotra, 2004:37). In this study, primary data obtained
from questionnaires regarding consumer response with regard to customer
service, store design and display, communication mix, location,
merchandise assortment, and pricing that influence customer satisfaction.
50
Primary data is data collected for some purpose other than the problem at
hand (Malhotra, 2004:37).
2. Secondary Data
Secondary data is data collected for some purpose other than the problem
at hand (Malhotra, 2004:37). Secondary data were obtained from a variety
of library materials, either in the form of books, journals and other
documents that had to do with the study material.
D. Analysis Method
The approach used in this research is quantitative research. It emphasize
on the breath of information (not the depth) so that this method is appropriate
to be used for wide population with limited variable. So the data or result is
considered as representation from all population (Sugiyono stated in Fransisca
and Sugiyono, 2014:5).
The research design used in this research are causality relationship and
direct interview with questionnare to respondents to obtain the data needed in
order to analyze the relationship between one variable with the other variables
or how is one variable influence the other variables (Umar stated in Setiawan
and Kunto, 2013:6). Causality means when the occurence of X increases the
probability of the occurence of Y (Malhotra, 2004:204). The causality
relationship in this research shows the influence of retail marketing mix
(customer service, store design & display, communication mix, location,
51
merchandise assortment, and pricing) towards customer satisfaction at SB
Mart in Bukit Sawangan Indah Housing.
The sampling technique used in this study is a non-probability sampling, in which all of the population does not have the same opportunities to be respondents and sampling based on the consideration of researchers
(Simamora stated in Fransisca and Sugiyono, 2014:5). The sampling method used is convenience sampling in which researchers attempt to obtain a sample of convenient elements (Malhotra, 2004: 321).
According to Malhotra (2004: 258) Likert scale is widely used rating scale that requires the respondents to indicate the degree of agreement or disagreement with each of a series of statements about the stimulus objects. So to know the measurement of the respondents' answers, researcher using a
Likert scale with the following levels:
a. Strongly Agree answer is weighted 4
b. Agree answer is weighted 3
c. Disagree answer is weighted 2
d. Strongly Disagree answer is weighted 1
In order to reduce error when evaluating the result of distributed
questionnare,researcher do not use one point of Likert Scale “Neutral”.
According to Malhotra (2004: 266) in Scale Evaluation has measurement
error, which result in the measurement or observed score being different from
the true score of the characteristic being measured. The potential source of
error in measurement are:
52
a. Other relatively stable characteristics of the individual that influence
the test score, such as intelligence, social desirability, and education.
b. Short-term or transient personal factors, such as health, emotions,
fatigue.
c. Situational factors, such as the presence of other people, noise, and
distractions.
d. Sampling of items included in the scale: addition, deletion, or changes
in the scale items.
e. Lack of clarity of the scale, including the instructions or the items
themselves.
f. Mechanical factors, such as poor printing, overcrowding of items in
the questionnare, and poor design.
g. Administration of the scale, such as differences among interviewers.
h. Analysis factors, such as differences in scoring and statistical analysis.
1. Validity and Reliability Test
The research instrument (questionnaire) that both must meet the
requirements of the valid and reliable. To determine the validity and
reliability of the questionnaire should testing performed on the
questionnaire by using validity and test reliability. Because the validity
and reliability aims to test whether questionnaires were distributed to
obtain research data is valid and reliable, then for it, the author will also
conduct the second test against research instruments (questionnaires):
53
a. Reliability
According to Malhotra (2004:267), reliability refers to the extent to
which a scale produces consistent result if repeated measurements are
made on the characteristic. The value of variable reliability demonstrated
by the Cronbach Alpha coefficient. A variable is said to be the Alpha
Cronbach coefficient of Reliability when > 0.60, when the variable is
said to be 0.60 < not reliability.
b. Validity
According to Malhotra (2004:269), the validity of a scale may be
defined as the extent to which differences in observed scale scores reflect
true differences among abjects on the characteristic being measured.
According to Ghozali (2006:49) the validity test is used to measure the
validity of a qustionnaire.To significant test is done by comparing r count
with r table for degree of freedom (df)=n-2. In this case n is sample
amount. (df)=20-2=18 and alpha 0.05 we get r table 0.444 (two tail test).
To test the validity of each questions, it can be seen from Corrected-Item
Total Correlation coloum. If the score of Corrected-Item Total
Correlation > r table the questions is valid.
2. Classic Assumption Test
Before conducting hypothesis testing, in accordance with the
provisions of that in the multiple linear regression test should perform the
classic assumption test prior to testing errors on the regression model used
54
in the study. Therefore, at least four basic assumptions must be met that would normally be tested by multiple linear regression (Santoso, 2012:
221)
a. Multicollinearity test
According to Ghozali (2006:95), multicollinearity test aims to test
whether the regression model found a correlation among the
independent variables (customer service (X1), store design and
display (X2), communication mix (X3), location (X4), merchandise
assortment (X5), and pricing (X6)). Good regression model should
not happen correlation between the independent variables (retail
mix Consist of customer service, store design and display,
communication mix, location, merchandise assortment, and
pricing), If among the independent variables correlated with each
other, then these variables are not orthogonal. To detect the
presence or absence of multicollinearity among the independent
variables in regression model, it can be seen from Tolerance and
VIF value. Cutoff value commonly used to indicate wheter there is
multicolliniearity or not is Tolerance value ≤0.10 or equal to VIF
value ≥10.
b. Normality Test
Normality test aims to test whether the regression model, the
dependent variable (customer satisfaction) and independent
variables variables (customer service (X1), store design and
55
display (X2), communication mix (X3), location (X4), merchandise assortment (X5), and pricing (X6)) both have a normal distribution or not. If the distribution of the residual values can not be considered to be normally distributed, then it is said there are problems with the normality assumption.
According Ghozali (2006: 149), the principle of normality can be detected by looking at the spread of the data (dots) on the diagonal axis of the graph probability plots or by looking at the histogram of the residual.
Basis for decision making as follows:
1) Detection of the histogram, if the normal curve in the graph
follow a bell shape, then the data are normally distributed.
2) While the detection of the normal probability plot on the graph,
if the data (dots) spread around the diagonal line, and follow
the direction of the diagonal line, then the regression model to
meet the assumption of normality. If the spread of the data
(points) do not follow the direction of the diagonal, then the
regression model did not meet the assumption of normality.
This statistical test that can be used to test the normality of the residuals is a statistical test of non - parametric Kolmogorov-
Smirnov (KS) (Ghozali, 2006: 151). Basis for decision making, when the value of the Kolmogorov Smirnov significance greater than 0.05, it can be said to be normally distributed data. If the value
56
of the significance of the KS test is smaller than 0.05, it can be said
the data was not normally distributed. c. Heteroscedasticity test aims to test whether the regression model of
the residual variance occurs inequality an observation to other
observations. If the variance of the residuals one observations to
other observations stable, it is called different homoskedastisitas
and if it is different called heteroscedasticity. Good regression
models is that happened homoskedastisitas or did not happen
heteroscedasticity (Santoso: 2012: 238).
1) Looking at the scatterplot graph, if forming certain patterns,
such as dots form a certain pattern regularly (wavy, widened
then narrowed), then heteroscedasticity indicates has occurred.
If there is no clear pattern, and the points spread above and
below the 0 on the Y axis, then there is no heteroscedasticity
(Santoso, 2012: 240).
2) Glejser Test
Glejser test is done with the regressed absolute value of
residuals against the independent variables (customer service
(X1), store design and display (X2), communication mix (X3),
location (X4), merchandise assortment (X5), and pricing (X6)).
Guidelines from glejser test is looking at the significance level
of each independent variables (customer service (X1), store
design and display (X2), communication mix (X3), location
57
(X4), merchandise assortment (X5), and pricing (X6)) on the
dependent variable (customer satisfaction). If the significance
level yield number > 0.05, it can be said regression model does
not contain any heteroscedasticity. (Ghozali, 2006: 129).
3. Multiple Linear Regression Analysis
According to Malhotra (2004:502), the regression analysis is a
statistical procedure to analyze the relationship between the dependent
variable and the independent variables. If there are two or more
independent variables then using multiple linear regression analysis. Thus
it can be seen how the influence of independent variables on the dependent
variable.
According to Malhotra (2004:512) formulas that can be used as a
multiple linear regression analysis calculation is as follows:
Y = a + b1X1 + b2X2 + b3X3 + b4X4 + b5X5 + b6X6
Description:
Y = customer satisfaction (dependent)
a = constanta
X1 = cutomer service (independent)
X2 = store design & display (independent)
X3 = communication mix (independent)
X4 = location (independent)
X5 = merchandise assortment (independent)
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X6 = pricing (independent)
b1 = regression coefficient of X1
b2 = regression coefficient of X2
b3 = regression coefficient X3
b4 = regression coefficient X4
b5 = regression coefficient X5
b6 = regression coefficient X6
4. Analysis of The Coefficient of Determination (R2)
According to Ghozali (2006:87), the coefficient of determination (R2)
essentially measures the how far the ability of model explain the variation
of independent variables. The coefficient of determination is between zero
and one. Small value of R2 means the ability of the independent variables
in explaining the variation in the dependent variable is very limited. Value
that close to one means the independent variables provides almost all the
information needed to predict the variation in the dependent variable.
5. Partial Test (T Test)
According to Setiawan and Kunto (2013:7),t-test is a statistical method
used in the testing to test the influence of all independent variables on the
dependent variable partially. The usefulness of this t-test is to test whether
the variable customer service (X1), store design & display (X2),
communication mix (X3), location (X4), merchandise assortment (X5),
59
and pricing (X6) partially affect the customer satisfaction (Y) in SB Mart
Bukit Sawangan Indah Housing.
Steps to perform t test are as follows: a. Formulate statistical hypothesis b. Determine the critical value ( t table)
Selected level of significant (α / 2) = 5% / 2 (0.025)
Divider degrees of freedom (df) = n - k – 1 c. Calculating the value of t statistic (t count) can be found using the
formula:
t = bi
SE (bi)
Where: bi = regression coefficient
SE (bi) = standard error of regression coefficient d. According to Ghozali (stated in Jama, 2013: 46) the calculation
criteria are:
1) If -t table < t test < t table, then Ho is accepted and Hais
rejected,it means there is no influence betweenindepedent
variable (X) toward dependent variable (Y).
2) If t test > t table, or -t test < -t table then Ho is rejectedand Ha is
accepted, it means there is influence between independent
variable (X) toward dependent variable (Y).
While criteria in making a decision with significancy(α) = 0,05 are:
60
1) If probability α >0.05, so Ho acceptedand Ha rejected.
2) If probability α < 0.05, so Ho rejected and Ha accepted.
6. Simultaneous Testing (F Test)
According to Setiawan and Kunto (2013:7), f-test is the test
method used in statistics to test the influence level of all independent
variables to the dependent variable simultaneously. The usefulness of this
F test is to examine whether the variable customer service (X1), store
design & display (X2), communication mix (X3), location (X4),
merchandise assortment (X5), and pricing (X6) together influence on
customer satisfaction (Y) in SB Mart in Bukit Sawangan Indah Housing.
Steps to perform F-test is as follows:
1. Formulate statistical hypothesis
H0: means that the independent variables (X1, X2, X3, X4, X5, X6)
simultaneously have no significant effect on the dependent variable
(Y).
Ha: means that the independent variables (X1, X2, X3, X4, X5, X6)
simultaneously have significant effect on the dependent variable (Y).
2. Determine the critical value (Ftable)
Selected level of significant (α) = 5% (0.05)
Degrees of freedom numerator (df1) = k
Divider degrees of freedom (df) = n - k – 1
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3. Calculate the statistical value (F count) can be found using the
formula:
SSreg/df1 Fhitung = (2) 푆푆푟푒푠/푑푓2
Where: SSreg = sum square regression
SSres = sum square residuals
df = degrees of freedom
4. Calculation criteria
If F count > F table, H0 is rejected and Ha is accepted
If F count < F table, H0 is accepted and Ha is rejected
E. Operational Definition of Variables
In this research there are 6 independent variables derive from retail mix
variables (customer service (X1), store design and display (X2),
communication mix (X3), location (X4), merchandise assortment (X5), and
pricing (X6))and dependent variable is customer satisfaction (Y).
Table 3.1
Variable Dimension/Sub. Indicator Measurement Variable Scale
Customer Service 1. Tangible 1. Store employees Ordinal (X1) are always use
tidy uniform.
(Levy & Weitz, 2012:505-506)
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Variable Dimension/Sub. Indicator Measurement Variable Scale
Ordinal 2. The provision of troley and shopping cart
3. The provision of
debit machine / credit
2. Reliability 1. Delivery
Service 3. Responsiveness 1. Responsiveness to customer
complaints and
inquiries
4. Assurance 1. Knowledge of
the product
offered 2. Security trust and
convenience
shopping 5. Empathy 1. The willingness of store
employees to
handle and resolved customer
complaints
63
Variable Dimension/Sub. Indicator Measurement Variable Scale
Store design and 1. Store front 1. The Ordinal display (X2) design/exterior attractiveness of
the storefront
Dunne, Lusch, and Griffith stated in 2. General Interior 1. The cleanliness Setiawan and Kunto in the SB Mart
(2013:4) & Berman store dan Evans (stated in 2. The neatness of Fuad, 2010:3) product display 3. The air in the
store
3. Store Layuot 1. The appropriate
layout in the
store
4. Lighting design 1. The lighting in
the store
5. Sounds 1. Greeting from the store
employee
6. Smells 1. Smell good of the store
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Variable Dimension/Sub. Indicator Measurement Variable Scale
Communication mix 1. Sales promotion 1. Clear Ordinal (X3) information about sales Sullivan & Adcock promotion (stated in Japarianto (discount, dan Djati uploaded in bonus, etc.) 2013:5) 2. The atrractiveness of sales promotion
2. Advertising 1. The attractiveness of the boardand signs used by a shop 2. Appropriately distributing attractive brochures
Location (X4) 1. Accessibility 1. Store locations Ordinal easily
Mischitelli (stated in accessible by
Atmaja and vehicles Adiwinata, 2013:3) 2. Store locationis & Lamb, et al (stated easy to find in Munir, 2011:39)
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Variable Dimension/Sub. Indicator Mesurement Variable Scale
Ordinal 2. Place 1. Strategic store locations
3. Parking 1. Parking area is quite spacious and comfortable.
4. Security of 1. Security of the location store locations
Merchandise 1. Product variety 1. The diversity of Ordinal assortment (X5) or breadth the products
Levy and Weitz 2. Product depth 1. The various (2012:314)&(Annisa, size of product 2014). & (Engels and Blackwell stated in 3. Product 1. The availability Liwe, 2013:3). availability of products stock
Pricing (X6) 1. Prices are in 1. Given prices in Ordinal accordance with accordance with
Stanton (stated in the quality of a the quality
Dinawan, 2010:36) product. obtained.
66
Variable Dimension/Sub. Indicator Mesurement Variable Scale
Ordinal 2. Prices are in 2. Given prices in accordance with accordance with the benefits of a the benefit product. obtained.
3. Given prices 3. Price compare to comparisons competitor’s with other products. products. Customer 1. Product quality 1. The products Ordinal satisfaction (Y) are offered in accordance with Lupiyoadi (stated in customer Akmal et al., 2012:2) expectations. & Dutka (in Melinda 2. Service quality 2. The services in Saidani and provided in Arifin, 2012: accordance with 6)&Kennedy and the level of Young (stated in consumer Lustinayanti, expectations. 2011:25) 3. Attributes 3. Good reputation related to of the store. purchase
4. Overall 4. Overall Satisfaction Satisfaction of
Customers.
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CHAPTER IV
ANALYSIS
A. General Overview Research Object
1. The History of SB Mart
SB Mart was established on August 3, 2010. The establishment of SB
Mart is motivated by a sense of longing for the presence of shopping
facilities for the general public which really favor the general public
consumers, traders and economic actors in the environment surrounding
SB Mart. SB Mart has a different nuances compare with others mini
markets, also has a different philosophy and orientation.
SB Mart is one of the business unit of Sejahtera Bersama Cooperative
which is engaged in trading of basic needs which are expected to provide
basic daily needs for members / prospective members of the cooperative
and the community at large with good quality and reasonable price as well
as a builder for the store-small store owned by the community in each
area.
Along with the rise of the mini market business in Indonesia, SB Mart
comes in serving people with different store shades. Both in terms of the
atmosphere of shopping, the appearance, or products that are sold. SB
Mart does not sell liquor and other illicit goods so SB Mart is very friendly
with the family of Indonesia. In SB Mart also sold distinctive merchandise
68
such as habbatusauda, palm juice, equipment prayer, as well as books of
Islam. It makes SB Mart looks very strong with Islamic nuance. With more than 4,000 product variations merchandise items, as well as reinforced with Islamic nuance and Systems Information Technology (IT) which qualified, it is expected that people can rely on the existence of SB
Mart in their respective communities as providers of everyday staples, moreover SB Mart provides more fruit variation, especially local fruits.
SB Mart has advantages over competitors in terms of service delivery.
Simply by calling SB Mart, the goods that customers want will be delivered directly to the customers' homes. SB Mart has programs that greatly favor the small traders and business people around SB Mart environment, It realized with Partnership Shelf Program, Muhasaba
(Sejahtera Bersama Business Partners), as well as the Speical Price for
Members. Shelves partnerships are used as a means to accommodate the products whether it is food, craftsand others produced by people around
SB Mart stores are located. Therefore, SB Mart's expansion plans are directed to reach out to remote areas. With these programs, SB Mart is expected to be a builder for small shops owned by people in each area and can actually be a mini market that can compete and prosper each member / prospective member Sejahtera Bersama Cooperative and the public at large.
69
In conducting its business, the SB Mart uphold the principles of
Cooperative oriented to help, strengthen and develop the economy of the community to improve the economic and social welfare of the community itself. SB Mart has very much cooperative members and spread throughout
Indonesia. Like the philosophy of cooperative economy "from member to member", SB Mart gives special price to members. The very cheap price is expected to give more loyalty to members for shopping and fulfill the daily needs at SB Mart. The more often members shop at SB Mart, the greater SHU they will be enjoyed.
However, SB Mart's target market is not only its members, the main target is the middle class of Muslim family. Therefore, SB mart established with the motto Convenient and Ideal. The establishment SB
Mart stores always consider the condition. Starting from extensive parking, the clean of stores, wide shopping aisle, friendly service, providing shopping trolley and so forth. Availability of prices corresponding to the entire target market, SB Mart is expected to satisfy all consumers so that SB Mart Ideal for all walks of life.
(www.sbmart.co.id)
SB Mart which headquartered in Bandung is still fairly young when compared to the competitors that are stronger in terms of capital and have long been in the field of modern retail business. However, it did not break the spirit of SB Mart to become even greater. This was proven by SB
70
Mart, it already has more than 150 outlets and has a target of expansion to
1000 outlets in 2015. (http://goo.gl/2PJPfh)
VISION
Become a retail distribution network with high competitiveness that prosper.
MISSION
Running a business unit with good structure and efficient with the principle of service.
MOTTO
“Belanja Nyaman dan Ideal”
Comfortable with greetings, smile and service to every customer, clean, cool, neat, ideal, and as expected target market SB Mart, members and the general consumer. Ideal price, place and product.
POSITIONING a. A means of comfortable, clean and friendly shopping. b. Selling space of 120 m2. c. Variations products sold approximately 3500 items. d. Prices are affordable for the whole society and cheaper for members /
prospective members. e. Close, cheap and insightful forward and be able to meet consumer
expectations SB Mart.
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LEGALITY OF ENTERPRISES
a. Cooperative Effort Certification Number: 518/025-KUKM &
PERINDAG/YEAR 2010 from the Cooperatives Department of SMEs
and Industry, Commerce Bandung Goverment.
Trading Business License (License) Number: 510 / 2-7661-BPMPPT
from the Integrated Board of Investment and Licensing Services
Government of Bandung.
b. Company Registration (TDP) Number: 101 125 100 422 from the
Integrated Investment Board and Licensing Services Government of
Bandung.
c. Taxpayer Identification Number (NPWP) Number: 02.300.901.2-
429.002 from the Directorate General of Taxation, Ministry of Finance
of the Republic of Indonesia Regional Office DJP West Java I.
B. Analysis and Discussion
1. Validity Test
According to Ghozali (2006:49) the validity test is used to measure
the validity of a qustionnaire. A questionnaire is valid if the questions on
the questionnaire is able to reveal something that will be on the
questionnaire measure. To significant test is done by comparing r count
with r table for degree of freedom (df)=n-2. In this case n is sample
amount. (df)=20-2=18 and alpha 0.05 we get r table 0.444 (two tail test).
72
To test the validity of each questions, it can be seen from Corrected-
Item Total Correlation coloum. If the score of Corrected-Item Total
Correlation > r table the questions is valid.
The questionnaire is divided into seven main factors, those are
customer service (X1) is consist of 12 statements, store design and
display (X2) is consist of 9 statements, communication mix (X3) is
consist of 7 statements, location (X4) is consist of 8 statements,
merchandise assortment (X5) is consist of 7 statements, and pricing (X6)
is consist of 3 statements and consumer satisfaction (Y) is consist of 4
statements. So, the number of statements in this questionnaire as many as
50 questions with a total of 100 respondents. Before the questionnaire
was given to 100 respondents, authors try to assess the validity and
reliability of all such question by spread the try out to 20 respondents.
The size of the validity of each question can be seen in table 4.1
below:
Tabel 4.1 The Result of Validity Test
Corrected Standard Question Item-Total Value(r Result Numbers Correlation table) Value 1 0.444 0.640 Valid 2 0.444 0.829 Valid 3 0.444 0.575 Valid 4 0.444 0.581 Valid
73
Question Standard Corrected Result Numbers Value(r Item-Total table) Correlation Value 5 0.444 0.625 Valid 6 0.444 0.663 Valid 7 0.444 0.493 Valid 8 0.444 0.526 Valid 9 0.444 0.799 Valid 10 0.444 0.799 Valid 11 0.444 0.799 Valid 12 0.444 0.492 Valid 13 0.444 0.865 Valid 14 0.444 0.865 Valid 15 0.444 0.784 Valid 16 0.444 0.784 Valid 17 0.444 0.784 Valid 18 0.444 0.779 Valid 19 0.444 0.875 Valid 20 0.444 0.794 Valid 21 0.444 0.674 Valid 22 0.444 0.667 Valid 23 0.444 0.543 Valid 24 0.444 0.634 Valid 25 0.444 0.809 Valid 26 0.444 0.809 Valid 27 0.444 0.778 Valid 28 0.444 0.684 Valid 29 0.444 0.843 Valid 30 0.444 0.779 Valid 31 0.444 0.490 Valid 32 0.444 0.688 Valid 33 0.444 0.626 Valid 34 0.444 0.759 Valid 35 0.444 0.535 Valid 36 0.444 0.493 Valid 37 0.444 0.702 Valid 38 0.444 0.543 Valid 39 0.444 0.506 Valid 40 0.444 0.506 Valid 41 0.444 0.548 Valid 42 0.444 0.679 Valid 43 0.444 0.465 Valid 74
Question Standard Corrected Result Numbers Value(r Item-Total table) Correlation Value 44 0.444 0.627 Valid 45 0.444 0.663 Valid 46 0.444 0.674 Valid (Source: Primary data process 2014)
2. Reliability Test
Reliability refers to the extent to which a scale produces consistent
result if repeated measurements are made on the characteristic. The value
of variable reliability demonstrated by the Cronbach Alpha coefficient. A
variable is said to be the Alpha Cronbach coefficient of Reliability when >
0.60, when the variable is said to be 0.60 < not reliability (Malhotra,
2004:267).
Tabel 4.2
The Result of Reliability Test
Reliability Statistics Cronbach's Alpha N of Items
.975 46
(Source: Primary data process 2014)
Based on the table 4.2 above (SPSS output), note that all variables
have the value of Cronbach's Alpha is greater than 0.60. So it can be
summed up all the variables used in this study is reliable.
75
C. Characteristics and Respondents Data
The respondents in this research are the customers of SB Mart Bukit
Sawangan Indah Housing which have minimum age is 17 years old. The
questionnaire was distributed in as many as 100 questionnaires directly to
respondents. Here is a presentation of the results of recognized characteristics
of respondents.
Table 4.3 Characteristic of Respondents Description Information Total
Age <25 years old 22
25-40 years old 57
>40 years old 21
Gender Male 34
Female 66
Education Elementary School (SD) 9
Junior High School (SMP) 16
Senior High School (SMA) 31
Diploma 3 (D3) 17
Bachelor (S1) 21
Master (S2) 6
Occupation Students 12
Employee 28
Entrepreneur 17
Housewife 43
76
Based on the research results of 100 respondents, visible in table 2.7 there are 34 respondents (34%) are male and 66 respondents (66%) are female, the results from the characteristics of the respondents.
1. Descriptive Analysis
a. Customer Service
1) Tangible
a) SB Mart employees are always use uniform neatly.
Table 4.4
The answer of respondents regarding SB Mart employees are always use uniform neatly.
( VAR00001
Cumulative Frequency Percent Valid Percent Percent
Valid 2 4 4.0 4.0 4.0 3 60 60.0 60.0 64.0
4 36 36.0 36.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 4.4 showed that 4.0% disagree, and
60.0% agree, and 36.0% strongly agree. Then it can be
concluded that the majority of respondents agree that SB Mart
employees are always use uniform neatly.
77
b) Customers can easily use a trolley or shopping cart.
Table 4.5
The answer of respondents regarding customers can easily use a trolley or shopping cart.
VAR00002 Valid Cumulative Frequency Percent Percent Percent Valid 3 51 51.0 51.0 51.0 4 49 49.0 49.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 4.5 showed that 51.0% agree, and
49.0% strongly agree. Then it can be concluded that the
majority of respondents agree that customers can easily use a
trolley or shopping cart.
78
c) Customers can easily pay for purchases using a credit / debit
card.
Table 4.6
The answer of respondents regarding customers can easily pay for purchases using a credit / debit card.
VAR00003
Frequency Percent Valid Percent Cumulative Percent Valid 2 3 3.0 3.0 3.0
3 74 74.0 74.0 77.0 4 23 23.0 23.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 4.6 showed that 3.0% disagree,
74.0% agree, 23.0% strongly agree. Then it can be concluded
that the majority of respondents agree that customers can easily
pay for purchases using a credit / debit card.
79
2) Reliability
a) Customers can easily use the delivery service of SB Mart.
Table 4.7
The answer of respondents customers can easily use the delivery service of SB Mart.
( VAR00004 Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0 2 6 6.0 6.0 7.0
3 76 76.0 76.0 83.0 4 17 17.0 17.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 4.7 showed that that 1.0% strongly
disagree, 6.0% disagree, 76.0% agree, 17.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that customers can easily use the delivery service of SB
Mart.
80
3) Responsiveness
a) SB Mart employees serve customers very friendly.
Table 4.8
The answer of respondents regarding SB Mart employees serve customers with very friendly.
VAR00005
Frequency Percent Valid Percent Cumulative Percent (Valid 3 57 57.0 57.0 57.0
4 43 43.0 43.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 4.8 showed that that 57.0% agree,
43.0% strongly agree. Then it can be concluded that the
majority of respondents agree thadt SB Mart employees serve
customers very friendly.
81
b) SB Mart employees are always ready to help customers.
Table 4.9
The answer of respondents regarding SB Mart employees are always ready to help customers.
VAR00006
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0 3 65 65.0 65.0 68.0
4 32 32.0 32.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 4.9 showed that 3.0% disagree,
65.0% agree, 32.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart employees
serve customers very friendly.
82
c) Any complaints from customers, always quickly responded.
Table 4.10
The answer of respondents regarding any complaints from customers, always quickly responded.
VAR00007 Frequency Percent Valid Percent Cumulative Percent Valid 2 2 2.0 2.0 2.0
3 81 81.0 81.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 5.0 showed that 2.0% disagree,
81.0% agree, 17.0% strongly agree. Then it can be concluded
that the majority of respondents agree that any complaints
from customers, always quickly responded.
83
d) SB Mart employees can give solutions when customers are
having problems.
Table 4.11
The answer of respondents regarding SB Mart employees can give solutions when customers are having problems.
VAR00008 Frequency Percent Valid Percent Cumulative Percent
Valid 2 5 5.0 5.0 5.0 3 92 92.0 92.0 97.0
4 3 3.0 3.0 100.0 ( Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.1 showed that 5.0% disagree, 92.0%
agree, 3.0% strongly agree. Then it can be concluded that the
majority of respondents agree that SB Mart employees can give
solutions when customers are having problems.
84
4) Assurance
a) SB Mart employees know the information about the products
being sold.
Table 4.12
The answer of respondents regarding SB Mart employees know the information about the products being sold.
VAR00009 Frequency Percent Valid Percent Cumulative Percent Valid 2 6 6.0 6.0 6.0 3 71 71.0 71.0 77.0
4 23 23.0 23.0 100.0
Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.2 showed that 6.0% disagree, 71.0%
agree, 23.0% strongly agree. Then it can be concluded that the
majority of respondents agree that SB Mart employees know
the information about the products being sold.
85
b) Customers feel comfortable while shopping at SB Mart.
Table 4.13
The answer of respondents regarding customers feel comfortable while shopping at SB Mart.
VAR00010
Frequency Percent Valid Percent Cumulative Percent Valid( 2 4 4.0 4.0 4.0 3 60 60.0 60.0 64.0
4 36 36.0 36.0 100.0
Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.3 showed that 4.0% disagree,
60.0% agree, 36.6% strongly agree. Then it can be concluded
that the majority of respondents agree that customers feel
comfortable while shopping at SB Mart.
86
c) Customers trust with the security at SB Mart.
Table 4.14
The answer of respondents regarding customers trust with the security at SB Mart.
VAR00011 Frequency Percent Valid Percent Cumulative Percent
Valid 2 5 5.0 5.0 5.0 3 79 79.0 79.0 84.0
4 16 16.0 16.0 100.0 ( Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.4 showed that 5.0% disagree, 79.0%
agree, 16.0% strongly agree. Then it can be concluded that the
majority of respondents agree that customers trust with the
security at SB Mart.
87
5) Empathy
a) SB Mart employees are willing to deal with customer
complaints and resolved.
Table 4.15
The answer of respondents regarding SB Mart employees are willing to deal with customer complaints and resolved.
VAR00012
Frequency Percent Valid Percent Cumulative Percent
Valid 1 2 2.0 2.0 2.0
2 4 4.0 4.0 6.0 3 81 81.0 81.0 87.0 4 13 13.0 13.0 100.0 Total 100 100.0 100.0
(Source: Primary data are process 2014)
The result from the table 5.5 showed that 2.0% strongly
disagree, 4.0% disagree, 81.0% agree, 13.0% strongly agree.
Then it can be concluded that the majority of respondents agree
that SB Mart employees are willing to deal with customer
complaint and resolved.
88
b. Store Design and Display
1) Storefront Design
a) SB Mart storefront looks attractive.
Table 4.16
The answer of respondents regarding SB Mart storefront looks attractive.
VAR00013 Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0
2 5 5.0 5.0 6.0 ( 3 58 58.0 58.0 64.0
( 4 36 36.0 36.0 100.0 Total 100 100.0 100.0 S
(Source: Primary data are process 2014)
The result from the table 5.6 showed that 1.0% strongly
disagree, 5.0% disagree, 58.0 agree, 36.0% strongly agree.
Then it can be concluded that the majority of respondents agree
that customers feel safe while shopping at SB Mart.
89
2) General Interior
a) SB Mart store is clean
Table 4.17
The answer of respondents regarding SB Mart store is clean
VAR00014 . Frequency Percent Valid Percent Cumulative Percent Valid 2 1 1.0 1.0 1.0
3 58 58.0 58.0 59.0 4 41 41.0 41.0 100.0
Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.7 showed that 1.0% disagree, 58.0%
agree, 41.0% strongly agree. Then it can be concluded that the
majority of respondents agree that SB Mart store is clean.
90
b) SB Mart puts the products on a regular basis
Table 4.18
The answer of respondents regarding SB Mart puts the products on a regular basis.
VAR00015 Frequency Percent Valid Percent Cumulative Percent
Valid 2 1 1.0 1.0 1.0 3 64 64.0 64.0 65.0 ( 4 35 35.0 35.0 100.0 Total 100 100.0 100.0 (
(Source: Primary data are process 2014)
The result from the table 5.8 showed that 1.0% disagree, 64.0%
agree, 35.0% strongly agree. Then it can be concluded that the
majority of respondents agree that SB Mart puts the products
on a regular basis.
91
c) Placement of products in SB Mart makes customers to find the
products desired easily.
Table 4.19
The answer of respondents regarding placement of products in SB Mart makes custto find the products desired easily.
VAR00016
Frequency Percent Valid Percent Cumulative Percent
Valid 2 8 8.0 8.0 8.0 3 82 82.0 82.0 90.0
4 10 10.0 10.0 100.0 Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 5.9 showed that 8.0% disagree, 82.0%
agree, 10.0% strongly agree. Then it can be concluded that the
majority of respondents agree that placement of products in SB
Mart makes customers to find the products desired easily.
92
d) Room temperature in SB Mart store is convenient
Table 4.20
The answer of respondents regarding room temperature in SB Mart store is convenient
VAR00017 Valid Cumulative Frequency Percent Percent Percent Valid 2 2 2.0 2.0 2.0 3 60 60.0 60.0 62.0 4 38 38.0 38.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.3 showed that 2.0% disagree, 60.0%
agree, 38.0% strongly agree. Then it can be concluded that the
majority of respondents agree that room temperature in SB
Mart store is convenient.
93
3) Store Layout
a) The store layout makes customers easily to find the products
desired.
Table 4.21
The answer of respondents regarding The store layout makes customers easily to find the products desired.
VAR00018
Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0 2 8 8.0 8.0 9.0
3 80 80.0 80.0 89.0 ( 4 11 11.0 11.0 100.0 S Total 100 100.0 100.0
(Source: Primary data are process 2014)
The result from the table 6.0 showed that 1.0% strongly
disagree, 8.0% disagree, 80.0% agree, 11.0% strongly agree.
Then it can be concluded that the majority of respondents agree
that the store layout makes customers easily to find the
products desired.
94
4) Lighting Design
a) Lighting in SB Mart stores reasonably bright
Table 4.22
The answer of respondents regarding lighting in SB Mart stores reasonably bright
VAR00019
Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0
2 14 14.0 14.0 15.0
3 68 68.0 68.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 6.1 showed that 1.0% strongly
disagree, 14.0% disagree, 68.0% agree, 17.0% strongly agree.
Then it can be concluded that the majority of respondents agree
that lighting in SB Mart stores reasonably bright.
95
5) Sounds
a) The greeting habit of SB Mart employees bring Islamic
nuances.
Table 4.23
The answer of respondents regarding the greeting habit of SB Mart employees bring Islamic nuances.
VAR00020
Frequency Percent Valid Percent Cumulative Percent Valid 3 55 55.0 55.0 55.0 4 45 45.0 45.0 100.0 . Total 100 100.0 100.0 (Source: Primary data are process 2014)
The result from the table 6.2 showed that 55.0% agree, 45.0%
strongly agree. Then it can be concluded that the majority of
respondents agree that the greeting habit of SB Mart
employees bring Islamic nuances.
96
6) Smells
a) SB Mart store room does not smell bad
Table 4.24
The answer of respondents regarding SB Mart store room does not smell bad
VAR00021 Frequency Percent Valid Percent Cumulative Percent Valid 2 1 1.0 1.0 1.0
3 61 61.0 61.0 62.0 4 38 38.0 38.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.4 showed that 1.0% disagree,
61.0% agree, 38.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart store room
does not smell bad.
97
c. Communication Mix
1) Sales Promotion
a) SB Mart gives sales promotion such as discount, prizes, and
bonus to customers.
Table 4.25
The answer of respondents regarding SB Mart gives sales promotion such as discount, prizes, and bonus to customers.
VAR00022 Frequency Percent Valid Percent Cumulative Percent Valid 2 1 1.0 1.0 1.0
3 51 51.0 51.0 52.0 4 48 48.0 48.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 6.5 showed that 1.0% disagree,
51.0% agree, 48.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart gives sales
promotion such as discount, prizes, and bonus to ccustomers.
98
b) The information about sales promotion is clearly conveyed to
customers.
Table 4.26
The answer of respondents regarding the information about sales promotion is clearly conveyed to customers.
VAR00023 Frequency Percent Valid Percent Cumulative Percent Valid 2 6 6.0 6.0 6.0
3 51 51.0 51.0 57.0
4 43 43.0 43.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.6 showed that 6.0% disagree,
51.0% agree, 43.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the information
about sales promotion is clearly conveyed to customers.
99
c) SB Mart sales promotion is attractive.
Table 4.27
The answer of respondents regarding SB Mart sales promotion is attractive.
VAR00024 Frequency Percent Valid Percent Cumulative Percent Valid 1 1 1.0 1.0 1.0
2 10 10.0 10.0 11.0 3 67 67.0 67.0 78.0
4 22 22.0 22.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.7 showed that 1.0% strongly
disagree, 10.0% disagree, 67.0% agree, 22.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that SB Mart sales promotion is attractive.
100
2) Advertising
a) The signboard used allows customers to recognize SB Mart
store.
Table 4.28
The answer of respondents regarding the signboard used allows customers to recognize SB Mart store.
VAR00025 Frequency Percent Valid Percent Cumulative Percent Valid 1 2 2.0 2.0 2.0
2 2 2.0 2.0 4.0 3 53 53.0 53.0 57.0
4 43 43.0 43.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.8 showed that 2.0% strongly
disagree, 2.0% disagree, 53.0% agree, 43.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that the signboard used allows customers to recognize
SB Mart store.
101
b) The sign used by SB Mart allows customers to find SB Mart
stores.
Table 4.29
The answer of respondents regarding the sign used by SB Mart allows customers to find SB Mart stores.
VAR00026 Frequency Percent Valid Percent Cumulative Percent Valid 2 1 1.0 1.0 1.0
3 64 64.0 64.0 65.0 4 35 35.0 35.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 6.9 showed that 1.0% disagree,
64.0% agree, 35.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the sign used by SB
Mart allows customers to find SB Mart stores.
102
c) Brochure design used by SB Mart is attractive
Table 4.30
The answer of respondents regarding brochure design used by SB Mart is attractive
VAR00027
Frequency Percent Valid Percent Cumulative Percent
Valid 1 2 2.0 2.0 2.0 2 7 7.0 7.0 9.0
3 67 67.0 67.0 76.0 4 24 24.0 24.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 7.0 showed that 2.0% strongly
disagree, 7.0% disagree, 67.0% agree, 24.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that brochure design used by SB Mart is attractive.
103
d) Brochure design used by SB Mart is easy to read.
Table 4.31
The answer of respondents regarding brochure design used by SB Mart is easy to read.
VAR00028 Frequency Percent Valid Percent Cumulative Percent Valid 2 2 2.0 2.0 2.0
3 53 53.0 53.0 55.0 4 45 45.0 45.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 7.1 showed that 2.0% disagree,
53.0% agree, 45.0% strongly agree. Then it can be concluded
that the majority of respondents agree that brochure design
used by SB Mart is easy to read.
104
d. Location
1) Accessibility
a) SB Mart location easily accessible by private vehicle.
Table 4.32
The answer of respondents regarding SB Mart location easily accessible by private vehicle.
VAR00029 Frequency Percent Valid Percent Cumulative Percent
Valid 3 19 19.0 19.0 19.0 4 81 81.0 81.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 7.2 showed that 19.0% agree, 81.0%
strongly agree. Then it can be concluded that the majority of
respondents agree that SB Mart location easily accessible by
private vehicle.
105
b) SB Mart location easily accessible by public transport.
Table 4.33
The answer of respondents regarding SB Mart location easily accessible by public transport.
VAR00030
Frequency Percent Valid Percent Cumulative Percent
Valid 2 3 3.0 3.0 3.0 3 45 45.0 45.0 48.0
4 52 52.0 52.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014).
The result from the table 7.3 showed that 3.0% disagree,
45.0% agree, 52.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart location
easily accessible by public transport.
106
c) The location of SB Mart is easily found by customers
Table 4.34
The answer of respondents regarding the location of SB Mart is easily found by customers
VAR00031
Frequency Percent Valid Percent Cumulative Percent Valid 2 7 7.0 7.0 7.0
3 59 59.0 59.0 66.0 4 34 34.0 34.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 7.5 showed that 7.0% disagree,
59.0% agree, 34.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the location of SB
Mart is easily found by customers.
107
2) Place
a) The location of SB Mart is near from highway
Table 4.35
The answer of respondents regarding the location of SB Mart is near from highway
VAR00032 Frequency Percent Valid Percent Cumulative Percent
Valid 2 4 4.0 4.0 4.0
3 49 49.0 49.0 53.0 4 47 47.0 47.0 100.0
Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 7.4 showed that 4.0% disagree,
49.0% agree, 47.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the location of SB
Mart is near from highway.
108
b) The location of SB Mart is close to housing
Table 4.36
The answer of respondents regarding the location of SB Mart is close to housing
VAR00033 Frequency Percent Valid Percent Cumulative Percent Valid 3 30 30.0 30.0 30.0 . 4 70 70.0 70.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 7.6 showed that 30.0% agree, 70.0%
strongly agree. Then it can be concluded that the majority of
respondents agree that the location of SB Mart is close to
housing.
109
3) Parking
a) SB Mart parking lot quite spacious
Table 4.37
The answer of respondents regarding SB Mart parking lot quite spacious
VAR00034 Frequency Percent Valid Percent Cumulative Percent
Valid 2 3 3.0 3.0 3.0 3 55 55.0 55.0 58.0 . 4 42 42.0 42.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 7.7 showed that 3.0% disagree,
55.0% agree, 42.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart parking lot
quite spacious.
110
b) SB Mart parking lot well organized
Table 4.38
The answer of respondents regarding SB Mart parking lot well organized
VAR00035 Frequency Percent Valid Percent Cumulative Percent
Valid 2 11 11.0 11.0 11.0 3 62 62.0 62.0 73.0
4 27 27.0 27.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 7.8 showed that 11.0% disagree,
62.0% agree, 27.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart parking lot
well organized
111
4) Security of Location
a) The SB Mart location is safe.
Table 4.39
The answer of respondents regarding the SB Mart location is safe.
VAR00036 Frequency Percent Valid Percent Cumulative Percent Valid 1 1 1.0 1.0 1.0
2 7 7.0 7.0 8.0
3 59 59.0 59.0 67.0 4 33 33.0 33.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 7.9 showed that 1.0% strongly
disagree, 7.0% disagree, 59.0% agree, 33.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that the SB Mart location is safe.
112
e. Merchandise Assortment
1) Variety or Breadth
a) A wide variety of products sold in SB Mart.
Table 4.40
The answer of respondents regarding a wide variety of products sold in SB Mart.
VAR00037 Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0 2 7 7.0 7.0 8.0 3 57 57.0 57.0 65.0 4 35 35.0 35.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.0 showed that 1.0% strongly
disagree, 7.0% disagree, 57.0% agree, 35% strongly agree.
Then it can be concluded that the majority of respondents
agree that a wide variety of products sold in SB Mart.
113
2) Depth
a) SB Mart sells products in various packaging sizes.
Table 4.41
The answer of respondents regarding SB Mart sells products in various packaging sizes.
VAR00038
Frequency Percent Valid Percent Cumulative Percent Valid 1 2 2.0 2.0 2.0 2 15 15.0 15.0 17.0
3 66 66.0 66.0 83.0
4 17 17.0 17.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.5 showed that 2.0% strongly
disagree, 15.0% disagree, 66.0% agree, 17.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that SB Mart sells products in various packaging sizes.
114
3) Product Availability
a) The stock of products sold in SB Mart well available.
Table 4.42
The answer of respondents regarding the stock of products sold in SB Mart well available
VAR00039
Frequency Percent Valid Percent Cumulative Percent
Valid 1 3 3.0 3.0 3.0 2 18 18.0 18.0 21.0
3 70 70.0 70.0 91.0
4 9 9.0 9.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.6 showed that 3.0% strongly
disagree, 18.0% disagree, 70.0% agree, 9.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that the stock of products sold in SB Mart well available.
115
f. Pricing
1) Prices are in accordance with the quality of a product
a) The prices are provided by SB Mart in line with the quality
obtained by the customer.
Table 4.43
The answer of respondents regarding the prices are provided by SB Mart in line with the quality obtained by the customer.
VAR00040 Valid Cumulative Frequency Percent Percent Percent Valid 2 5 5.0 5.0 5.0 3 63 63.0 63.0 68.0 4 32 32.0 32.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.7 showed that 5.0% disagree,
63.0% agree, 32.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the prices are
provided by SB Mart in line with the quality obtained by the
customer.
116
2) Prices are in accordance with the benefit of a product.
a) The prices are provided by SB Mart in line with the benefit
obtained by the customer.
Table 4.44
The answer of respondents regarding the prices are provided by SB Mart in line with the benefit obtained by the customer.
VAR00041 Frequency Percent Valid Percent Cumulative Percent
Valid 2 7 7.0 7.0 7.0
3 76 76.0 76.0 83.0 4 17 17.0 17.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.8 showed that 7.0% disagree,
76.0% agree, 17.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the prices are
provided by SB Mart in line with the benefit obtained by the
customer.
117
3) Price comparisons with other products
a) The price offered SB Mart relatively more affordable than in
other places.
Table 4.45
The answer of respondents regarding the price offered SB Mart relatively more affordable than in other places.
VAR00042
Frequency Percent Valid Percent Cumulative Percent
Valid 2 10 10.0 10.0 10.0
3 62 62.0 62.0 72.0 4 28 28.0 28.0 100.0 Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 8.9 showed that 10.0% disagree,
62.0% agree, 28.0% strongly agree. Then it can be concluded
that the majority of respondents agree that the price offered SB
Mart relatively more affordable than in other places.
118
g. Customer Satisfaction
1) Poduct Quality
a) I am satisfied with the quality of products sold in SB Mart.
Table 4.46
The answer of respondents regarding I am satisfied with the quality of products sold in SB Mart.
VAR00043
Frequency Percent Valid Percent Cumulative Percent
Valid 2 3 3.0 3.0 3.0
3 48 48.0 48.0 51.0
4 49 49.0 49.0 100.0
Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 9.0 showed that 3.0% disagree,
48.0% agree, 49.0% strongly agree. Then it can be concluded
that the majority of respondents agree that they are satisfied
with the quality of products sold in SB Mart.
119
2) Service Quality
a) I am satisfied with the services provided by SB Mart store
clerk.
Table 4.47
The answer of respondents regarding I am satisfied with the services provided by SB Mart store clerk.
VAR00044
Frequency Percent Valid Percent Cumulative Percent
Valid 1 1 1.0 1.0 1.0
2 4 4.0 4.0 5.0 3 47 47.0 47.0 52.0
4 48 48.0 48.0 100.0 Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 9.1 showed that 1.0% strongly
disagree, 4.0% disagree, 47.0% agree, 48.0% strongly agree.
Then it can be concluded that the majority of respondents
agree that they are satisfied with the services provided by SB
Mart store clerk.
120
3) Attributes Related to Purchase
a) SB Mart has a good reputation.
Table 4.48
The answer of respondents regarding SB Mart has a good reputation.
VAR00045
Frequency Percent Valid Percent Cumulative Percent
Valid 2 3 3.0 3.0 3.0 3 62 62.0 62.0 65.0 4 35 35.0 35.0 100.0
Total 100 100.0 100.0 (Source: Primary data process 2014)
The result from the table 9.2 showed that 3.0% disagree,
62.0% agree, 35.0% strongly agree. Then it can be concluded
that the majority of respondents agree that SB Mart has a good
reputation.
121
4) Overall Satisfaction
a) Overall I am satisfied shopping at SB Mart.
Table 4.49
The answer of respondents regarding overall I am satisfied shopping at SB Mart.
VAR00046
Frequency Percent Valid Percent Cumulative Percent Valid 2 4 4.0 4.0 4.0
3 53 53.0 53.0 57.0 ( 4 43 43.0 43.0 100.0
S Total 100 100.0 100.0
(Source: Primary data process 2014)
The result from the table 9.3 showed 4.0% disagree, 53.0%
agree, 43.0% strongly agree. Then it can be concluded that the
majority of respondents agree that overall I am satisfied
shopping at SB Mart.
122
D. Analysis Result
1. Classic Assumption Test
a. Normality Test
Normality test aims to test whether the regression model, the
dependent variable (customer satisfaction) and independent variables
variables (customer service (X1), store design and display (X2),
communication mix (X3), location (X4), merchandise assortment
(X5), and pricing (X6)) both have a normal distribution or not. If the
distribution of the residual values can not be considered to be
normally distributed, then it is said there are problems with the
normality assumption.
According Ghozali (2006: 149), the principle of normality can be
detected by looking at the spread of the data (dots) on the diagonal
axis of the graph probability plots or by looking at the histogram of
the residual.
Basis for decision making as follows:
1) Detection of the histogram, if the normal curve in the graph follow
a bell shape, then the data are normally distributed.
2) While the detection of the normal probability plot on the graph, if
the data (dots) spread around the diagonal line, and follow the
direction of the diagonal line, then the regression model to meet the
assumption of normality. If the spread of the data (points) do not
123
follow the direction of the diagonal, then the regression model did
not meet the assumption of normality.
3) This statistical test that can be used to test the normality of the
residuals is a statistical test of non - parametric Kolmogorov-
Smirnov (KS) (Ghozali, 2006: 151). Basis for decision making,
when the value of the Kolmogorov Smirnov significance greater
than 0.05, it can be said to be normally distributed data. If the value
of the significance of the KS test is smaller than 0.05, it can be said
the data was not normally distributed.
Figure 4.1
Source: Processed primary Data by SPSS 1.7
124
Based on the figure above this research has done normality data disrtibution test. From the p-p plots above diagram above , it can bee seen that the plots are distributed along the diagonal lin. Thus it can be concluded that the data used in this research has a normal distribution.
Figure 4.2
Source: Processed primary Data by SPSS 1.7
Based on the chart above the Histogram Graphic shows normal distribution . So that regression model requires normality assumes.
125
Table 4.50
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 100
Normal Parametersa,,b Mean .0000000
Std. Deviation 1.45660083
Most Extreme Differences Absolute .049
Positive .049
Negative -.045
Kolmogorov-Smirnov Z .493
Asymp. Sig. (2-tailed) .968
a. Test distribution is Normal.
b. Calculated from data.
Source: Processed primary Data by SPSS 1.7
Based on the figure above the value of the Kolmogorov Smirnov significance greater than 0.05, it can be said to be normally distributed data.
126
b. Multicollinearity test
According to Ghozali (2006:95), multicollinearity test aims to test
whether the regression model found a correlation among the
independent variables (customer service (X1), store design and
display (X2), communication mix (X3), location (X4), merchandise
assortment (X5), and pricing (X6)). Good regression model should not
happen correlation between the independent variables (retail mix
Consist of customer service, store design and display, communication
mix, location, merchandise assortment, and pricing), If among the
independent variables correlated with each other, then these variables
are not orthogonal.
To detect the presence or absence of multicollinearity among the
independent variables in regression model, it can be seen from
Tolerance and VIF value. Cutoff value commonly used to indicate
wheter there is multicolliniearity or not is Tolerance value ≤0.10 or
equal to VIF value ≥10.
127
Table 4.51
Coefficientsa
Unstandardized Standardized Collinearity Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 5.749 2.415 2.381 .019
Customer Service .142 .053 .277 2.691 .008 .717 1.396
Store Design and -.031 .067 -.045 -.459 .647 .798 1.254 Display
Communication Mix -.070 .072 -.096 -.966 .336 .768 1.302
Location -.070 .060 -.114 -1.179 .242 .811 1.232
Merchandise .240 .130 .188 1.850 .068 .734 1.362 Assortment
Pricing .483 .136 .351 3.560 .001 .783 1.277 a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 1.7
Based on the figure above the value of Tolerance is ≤0.10 and the
value of VIF is ≥10. It can be said there is no multicollinearity among
indepedent variables in regression model.
c. Heteroscedasticity Test
Heteroscedasticity test aims to test whether the regression model of
the residual variance occurs inequality an observation to other
observations. If the variance of the residuals one observations to other
128
observations stable, it is called different homoskedastisitas and if it is different called heteroscedasticity. Good regression models is that happened homoskedastisitas or did not happen heteroscedasticity
(Santoso: 2012: 238).
1) Looking at the scatterplot graph, if forming certain patterns, such
as dots form a certain pattern regularly (wavy, widened then
narrowed), then heteroscedasticity indicates has occurred. If there
is no clear pattern, and the points spread above and below the 0 on
the Y axis, then there is no heteroscedasticity (Santoso, 2012: 240).
2) Glejser Test
Glejser test is done with the regressed absolute value of residuals
against the independent variables (customer service (X1), store
design and display (X2), communication mix (X3), location (X4),
merchandise assortment (X5), and pricing (X6)). Guidelines from
glejser test is looking at the significance level of each independent
variables (customer service (X1), store design and display (X2),
communication mix (X3), location (X4), merchandise assortment
(X5), and pricing (X6)) on the dependent variable (customer
satisfaction). If the significance level yield number > 0.05, it can be
said regression model does not contain any heteroscedasticity.
(Ghozali, 2006: 129).
129
Figure 4.3
Source: Processed primary Data by SPSS 1.7 Based on the figure 4.5 there is no clear pattern and the points spread above and below the 0 on the Y axis, then it can be said there is no heteroscedasticity.
130
Table 4.52
Coefficientsa
Standardized Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.232 1.398 3.744 .000
Customer Service -.039 .030 -.148 -1.285 .202
Store Design and Display -.026 .039 -.075 -.684 .496
Communication Mix -.020 .042 -.054 -.484 .630
Location -.061 .035 -.191 -1.769 .080
Merchandise Assortment .130 .075 .196 1.729 .087
Pricing -.088 .078 -.123 -1.118 .267 a. Dependent Variable: RES_2
Source: Processed primary Data by SPSS 1.7
From the figure above the significance level is > 0.05, it can be said
regression model does not contain any heteroscedasticity.
131
2. Multiple Linear Regression Analysis
Table 4.53
Coefficientsa
Unstandardized Standardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.749 2.415 2.381 .019
Customer Service .142 .053 .277 2.691 .008
Store Design and -.031 .067 -.045 -.459 .647 Display
Communication Mix -.070 .072 -.096 -.966 .336
Location -.070 .060 -.114 -1.179 .242
Merchandise Assortment .240 .130 .188 1.850 .068
Pricing .483 .136 .351 3.560 .001 a. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 1.7
Based on the table above, the regression equation is as follows:
Y= 5.749 + 0.142X1 – 0.031X2 – 0.070X3 – 0.070X4 + 0.240X5 +
0.483X6
Description:
Y = customer satisfaction (dependent)
a = constanta
X1 = customer service (independent)
X2 = store design & display (independent)
132
X3 = communication mix (independent)
X4 = location (independent)
X5 = merchandise assortment (independent)
X6 = pricing (independent)
Customer service variable (X1) has regression coefficient 0.142 which means customer service has positive influence towards customer satisfaction variable (Y). These appropriate with the previous research by
Pasaribu and Sembiring in 2013 with the title The Effect of Retail
Marketing Mix Strategi Towards Satisfaction and Loyalty of Customer at
Syariah MES Mart Minimarket. They stated customer service has positive and significant influence towards customer satisfaction.
Pricing variable (X6) has regression coefficient 0.483 which means pricing has positive influence towards customer satisfaction variable (Y).
This appropriate with the previous research by Wijaya et al. (uploaded in
2013) with the title The Analysis of Retail Mix Toward Customer
Satisfaction in 39 Store Semarang. They stated pricing has positive influence towards customer satisfaction. The better pricing policy, it will increase customer satisfaction.
133
3. Coefficient of Determination (R2)
Table 4.54
Model Summaryb
Adjusted R Std. Error of the Model R R Square Square Estimate
a 1 .540 .292 .246 1.50285 a. Predictors: (Constant), Pricing, Location, Store Design and Display,
Merchandise Assortment, Communication Mix, Customer Service
b. Dependent Variable: Customer Satisfaction
Source: Processed primary Data by SPSS 1.7
From the coefficient determination’s view from the table above
adjusted R square is 0.246 or 24.6% it means all indepedent variable like
service quality, product quality, and promotion, toward customer
satisfaction have significant influence about 24.6%. thus the residual
coefficient , around 75.4% it will expalin by the other factors that is not
calculated in this research.
134
4. Partial Test (T Test)
Table 4.55
The Result of T Test
Coefficientsa
Unstandardized Standardized Coefficients Coefficients
Model B Std. Error Beta T Sig.
1 (Constant) 5.749 2.415 2.381 .019
Customer Service .142 .053 .277 2.691 .008
Store Design and -.031 .067 -.045 -.459 .647 Display
Communication Mix -.070 .072 -.096 -.966 .336
Location -.070 .060 -.114 -1.179 .242
Merchandise Assortment .240 .130 .188 1.850 .068
Pricing .483 .136 .351 3.560 .001 a. Dependent Variable: Customer Satisfaction Source: Processed primary Data by SPSS 1.7
a. Is there any influence of Customer Service (X1) towards Customer
Satisfaction (Y)
Define hypothesis:
H01: customer service (X1) has no significant influence on the
customer satisfaction (Y).
Ha1: customer service (X1) has a significant influence on the customer
satisfaction (Y).
The criteria: 135
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was 2.407 while ttable to a significant
extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2
or 100-2=98 is 1.985.
Then, from the result above, it can be compared to that value
(2.691) tcalculate > ttable (1.985), with a value of sig 0.008 < 0.05. So that
H01 is rejected and Ha1 is accepted, meaning customer service has
significant influence towards customer satisfaction.
These appropriate with the previous research by Pasaribu and
Sembiring in 2013 with the title The Effect of Retail Marketing Mix
Strategi Towards Satisfaction and Loyalty of Customer at Syariah
MES Mart Minimarket. They stated customer service has positive and
significant influence towards customer satisfaction.
b. Is there any influence of Store Design and Display (X2) towards
Customer Satisfaction (Y)
Define hypothesis:
H02: store design and display (X2) has no significant effect on the
customer satisfaction (Y).
Ha2: store design and display (X2) has a significant effect on the
customer satisfaction (Y).
136
Compare the value of tcalculate with ttable:
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was -0.629 while ttable to a significant extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2 or 100-2=98 is 1.985.
Then, from the result above, It can be compared to that value (-
0.459) tcalculate < ttable (1.985), with a value of sig 0.647 > 0.05. So that
H02 is accepted and Ha2 is rejected, meaning store design and display has no significant influence towards customer satisfaction.
When compared with the theory, according to Levy and Weitz
(2012:468) the design should be consistent and reinforce the retail strategy to meet the needs of the target market and build sustainable competitive advantage. Allegedly, the SB Mart design still lacking reinforce its Islamic nuance. There is no Islamic ornaments at the store such as picture or craving mosque dome in the storefront and calligraphy inside the store. Beside that, allegedly, customers doesn’t concern about store design and display of SB Mart. They are more concern to the price and service given by SB Mart or the place of SB
Mart is near from customers’s house.
137
c. Is there any influence of communication mix (X3) towards Customer
Satisfaction (Y)
Define hypothesis:
H03: communication mix (X3) has no significant effect on the
customer satisfaction (Y).
Ha3: communication mix (X3) has a significant effect on the customer
satisfaction (Y).
Compare the value of tcalculate with ttable:
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was -1.048 while ttable to a significant
extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2
or 100-2=98 is 1.985.
Then, from the result above, It can be compared to that value (-
0.966) tcalculate < ttable (1.985), with a value of sig 0.336 > 0.05. So that
H03 is accepted and Ha3 is rejected, meaning communication mix has
no significant influence towards customer satisfaction.
When compared with the theory, Levy and Weitz (2012:399) stated
through promotion, companies communicate with customers to make
them aware of the existence of companies products and services to
that they intertest to visit and make purchase. Allegedly, SB Mart way
of communication is less attractive, it only uses brochures and putting
138
up posters that inform the goods being discount. The second allegation
is the sales promotion is not appropriate for customers needs.
d. Is there any influence of location (X4) towards Customer Satisfaction
(Y)
Define hypothesis:
H04: location (X4) has no significant effect on the customer
satisfaction (Y).
Ha4: location (X4) has a significant effect on the customer satisfaction
(Y).
Compare the value of tcalculate with ttable:
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was -1.278 while ttable to a significant
extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2
or 100-2=98 is 1.985.
Then, from the result above, It can be compared to that value (-
1.179) tcalculate < ttable (1.985), with a value of sig 0.242 > 0.05. So that
H04 is accepted and Ha4 is rejected, meaning location has no
significant influence towards customer satisfaction.
This is appropriate with the previous research Setiawan and Kunto
(2013) that location doesn’t give significant influence towards
customer satisfaction.
139
e. Is there any influence of merchandise assortment (X5) towards
Customer Satisfaction (Y)
Define hypothesis:
H05: merchandise assortment (X5) has no significant effect on the
customer satisfaction (Y).
Ha5: means that the merchandise assortment (X5) has a significant
effect on the customer satisfaction (Y).
Compare the value of tcalculate with ttable:
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was 2.473 while ttable to a significant
extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2
or 100-2=98 is 1.985.
Then, from the result above, It can be compared to that value
(1.850) tcalculate < ttable (1.985), with a value of sig 0.068 > 0.05. So that
H05 is accepted and Ha5 is rejected, meaning that merchandise
assortment has no significant influence towards customer satisfaction.
This appropriate with the previous research Japarianto and Djati (2011)
with the title The Effect of Service Retail Marketing Mix Towards
Shopping Satisfaction of Tourism Shopper At Plaza-Plaza Surabaya
140
that merchandise assortment does not have a significant effect on the
level of tourism shopper satisfaction.
f. Is there any influence of pricing (X6) towards Customer Satisfaction
(Y)
Define hypothesis:
H06: pricing (X6) has no significant effect on the customer satisfaction
(Y).
Ha6: pricing (X6) has a significant effect on the customer satisfaction
(Y).
Compare the value of tcalculate with ttable:
If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.
If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.
The value obtained (tcalculate) was 3.208 while ttable to a significant
extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2
or 100-2=98 is 1.985.
Then, from the result above, It can be compared to that value
(3.560) tcalculate > ttable (1.985), with a value of sig 0.001 < 0.05. So that
H06 is rejected and Ha6 is accepted, meaning that pricing has
significant influence towards customer satisfaction.
This appropriate with the previous research by Wijaya et al.
(uploaded in 2013) with the title The Analysis of Retail Mix Toward
141
Customer Satisfaction in 39 Store Semarang. They stated pricing has
positive influence towards customer satisfaction. The better pricing
policy, it will increase customer satisfaction.
5. Simulaneous Test (F Test)
Table 4.56
The Result of F Test
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 86.593 6 14.432 6.390 .000a
Residual 210.047 93 2.259
Total 296.640 99 a. Predictors: (Constant), Pricing, Location, Store Design and Display, Merchandise Assortment, Communication Mix, Customer Service b. Dependent Variable: Customer Satisfaction Source: Processed primary Data by SPSS 1.7
From Test ANOVA or F test is obtained F value test is 6.390 with
probabilities 0.000. Because probabilities is smaller than 0.05 and F test
value (6.390) is higher than F table value (2.197) . F table value get from
significant value of 0.05 with (df1)=k=6 and (df)= n-k-1 or 100-6-1 = 93 (
n = number of data and k = number of independent variables) (Setiawan
and Kunto, 2013:7) so it get 2.197 from the F table. The value of F test is
6.390 > 2.197 and the significant value is 0.000 < 0.05, it can be said that
independent variables like customer service (X1), store design and display
142
(X2), communication mix (X3), location (X4), merchandise assortment
(X5), and pricing (X6) have significant influence towards customer satisfaction (Y) simultaneously.
143
CHAPTER V
CONCLUSION AND RECOMMENDATION
A. Conclusion
The purpose of this research is to analyze the influence of SB Mart retail
marketing mix strategy which is using customer service (X1), store design &
display (X2), communication mix (X3), location (X4), merchandise
assortment (X5), and pricing (X6) towards customer satisfaction (Y). Based
on the statistical test using the SPSS software with 100 samples to represent
the amount of population and also the research within the previous chapters,
it can be concluded as below:
1. Customer service (X1) has significant influence towards customer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing with a
value of significant 0.008 < 0.05.
2. Store design and display (X2) has no significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah
Housing with a value of significant 0.647 > 0.05.
3. Communication mix (X3) has no significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah
Housing with a value of significant 0.336 > 0.05.
4. Location (X4) has no significant influence towards customer
satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing with a
value of significant 0.242 > 0.05.
144
5. Merchandise assortment (X5) has no significant influence towards
customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah
Housing with a value of sig 0.068 > 0.05.
6. Pricing (X6) has significant influence towards customer satisfaction
(Y) at SB Mart in Bukit Sawangan Indah Housing with a value of
significant 0.001 < 0.05.
7. Customer service (X1), store design and display (X2), communication
mix (X3), location (X4), merchandise assortment (X5), and pricing
(X6) have significant influence towards customer satisfaction (Y)
simultaneously with a value of significant 0.000 < 0.05.
B. Recommendation
The result of this research shows, that the store design and display,
communication mix and location variables have no significant influence to
customer satisfaction, however customer service, merchandise assortment,
and pricing variable have significant influence to customer satisfaction. Based
on the result, the researcher recommends to the company and next researcher
as follows:
1. For Company
a. Customer Service
Based on the result of this research customer service has significant
influence towards customer satisfaction, nevertheless, SB Mart has to
keep improving its customer service by conducting periodic survey
145
concerning customer satisfaction. According to Kotler and Keller
(2009:166), periodic surveys can track customer satisfaction directly
and also ask additional questions to measure repurchase intention and
the respondent’s likelihood or willingness to recommend the company
and brand to others.
Beside that, SB Mart can provide the criticism and suggestion box
in the store so consumers can express their opinions in which these
opinions can be taken into consideration by the company in an effort
to enhance the service. b. Store Design and Display
Based on the result of this research store design and display
variable has no significant influence to customer satisfaction.
According to Levy and Weitz (2012:468) the design should be
consistent and reinforce the retail strategy to meet the needs of the
target market and build sustainable competitive advantage. Since SB
Mart stated that it has Islamic nuance, it can strenghthen the nuance
by using Islamic ornaments such as picture or craving mosque dome
in the storefront. While in the store interior, SB Mart can paint the
wall with calligraphy or use calligraphy wallpaper. c. Communication Mix
Based on the result of this research communication mix variable
has no significant influence to customer satisfaction. Levy and Weitz
(2012:399) stated through promotion, companies communicate with
146
customers to make them aware of the existence of companies products
and services to that they intertest to visit and make purchase.
SB Mart should pay more attention in its sales promotion and
advertising. In term of sales promotion, SB Mart has to create more
atrractive for customers, for instance, it can create “early morning”
discount on weekend. The given discount can be 5% to 10% and start
from 6 am to 7 am. The other option is “free gifts on Friday” sales
promotion. SB Mart can give a gift to customer who shop on Friday. It
can be a chocolate, a drink, and so forth.
In term of advertising, SB Mart can create more attractive and
unique brochure design by create different shape of it. For instance, the
brochure shape is circle or oval. Since the location of SB Mart is not
exactly beside the main road, it can put a sign beside the highway in
order to make people aware. d. Location
Based on the result of this research location variable has no
significant influence to customer satisfaction. Since the location of SB
Mart is not exactly beside the main road, better SB Mart reconsider
about its location. SB Mart can move to another strategic location that
exactly beside the main road, for instance the building in front of
Bukit Sawangan Indah Housing. Because, according to Pasaribu and
Sembiring (2013:3) the location is a very important factor in the retail
marketing mix. In the right location, a stores will be more successful
147
than other stores that are less strategic, although both sell the same
product, the same amonut of skilled salesman, and both had a nice
setting.
e. Merchandise Assortment
Based on the result of this research merchandise assortment has no
significant influence, toward customer satisfaction. SB Mart has try to
improve its product diversity by adding more products and maintain
the availability of product stock in order to create satisfaction for
customers.
f. Pricing
Based on the result of this research pricing variable has significant
influence to customer satisfaction. Nevertheless SB Mart has to try to
keep the good policy of price although many factors can give effect to
the SB Mart’s pricing. But if it needs to raise the price, it can raise its
service to make customer still satisfied.
2. Next Researcher
This research found that all indepedent variable like service quality,
product quality, and promotion, toward customer satisfaction have
significant influence about 26.7%. thus the residual coefficient , around
73.3% it will expalin by the other factors that is not calculated in this
research. The next researchers are advised to look for other factors which
are not described in this research.
148
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153 Appendix 1 : Research Questionnaires
RESEARCH QUESTIONNAIRES
Sincerely,
Name : Firas Azhari NIM : 109081100013 Program Study/ University : International Management/ UIN Syarif Hidayatullah
Currently I’m doing research on THE ANALYSIS OF RETAIL MARKETING MIX EFFECTS TOWARDS CUSTOMER SATISFACTION AT SB MART IN BUKIT SAWANGAN INDAH HOUSING. The research is intended as one of the requirements to obtain a bachelor’s degree in International Management of UIN Jakarta. In order for this research going well, I expect the willingness and support of the respondents to fill out the questionnaire correctly and properly. I guarantee the confidentiality of sir/ ms/brother/ I give it, because the answer is just a material or data research and do not for publication. For your concerns and willingness the time, I say thank you.
Best Regard,
Firas Azhari
154
Karakteristik Responden
1. Identitas Responden
Berikan tanda ceklis (√) pada jawaban yang benar sesuai dengan yang Anda pilih berikut ini:
Usia : ......
Jenis Kelamin : Laki-laki ( ) Perempuan ( )
Pendidikan : SD ( ) SMP ( ) SMA/SMK/Sederajat ( ) Diploma/D3 ( ) Sarjana/S1 ( ) Master/S2 ( )
Pekerjaan : ......
2. Kuesioner
Berikan tanda ceklis (√) pada jawaban yang benar sesuai dengan yang Anda pilih. Kuesioner ini didasarkan pada pendapat Anda, perasaan, dan kondisi yang nyata berikut ini:
Keterangan Sangat Tidak Setuju STS Tidak Setuju TS Setuju S Sangat Setuju SS
155 a. Customer Service (X1)
No Pernyataan STS TS S SS 1 Pegawai SB Mart selalu berseragam rapih. 2 Pelanggan dapat dengan mudah menggunakan troley atau keranjang belanja. 3 Pelanggan dengan mudah dapat membayar belanjaan menggunakan kartu kredit/debit. 4 Pelanggan dapat dengan mudah menggunakan layanan antar (delivery service) dari SB Mart. 5 Pegawai SB Mart sangat ramah melayani pelanggan. 6 Pegawai SB Mart selalu siap membantu pelanggan. 7 Setiap keluhan dari pelanggan, selalu cepat ditanggapi. 8 Pegawai SB Mart dapat memberikan solusi ketika pelanggan mengalami masalah. 9 Pegawai toko SB Mart mengetahui informasi tentang produk-produk yang dijual. 10 Pelanggan merasa nyaman saat berbelanja di SB Mart. 11 Pelanggan percaya dengan keamanan di SB Mart. 12 Pegawai SB Mart bersedia menangani keluhan pelanggan hingga tuntas. b. Store Design and Display (X2) No Pernyataan STS TS S SS 1 Tampilan toko SB Mart menarik. 2 Toko SB Mart terjaga kebersihannya. 3 Display produk (penempatan produk- produk) di SB Mart teratur. 4 Display produk (penempatan produk- produk) di SB Mart memudahkan pelanggan menemukan produk-produk yang diinginkan. 5 Suhu ruangan di dalam toko SB Mart nyaman. 6 Layout toko SB Mart memudahkan pelanggan mencari produk yang diinginkan. 7 Cahaya di dalam toko SB Mart cukup terang. 8 Kebiasaan pegawai SB Mart mengucapkan salam membawa nuansa Islami. 9 Ruangan toko SB Mart tidak berbau/wangi.
156 c. Communication Mix (X3)
No Pernyataan STS TS S SS 1 SB Mart memberikan promosi penjualan seperti potongan harga, hadiah, dan bonus ke pelanggan. 2 Keterangan mengenai adanya promosi penjualan disampaikan dengan jelas ke pelanggan. 3 Promosi penjualan di SB Mart menarik. 4 Papan nama yang digunakan SB Mart memudahkan pelanggan untuk mengenali toko SB Mart. 5 Papan penanda (sign) yang digunakan SB Mart memudahkan pelanggan untuk menemukan toko SB Mart. 6 Desain brosur yang digunakan SB Mart sangat menarik. 7 Desain brosur yang digunakan SB Mart mudah dibaca.
d. Location (X4)
No Pernyataan STS TS S SS 1 Lokasi SB Mart mudah dijangkau dengan kendaraan pribadi. 2 Lokasi SB Mart mudah dijangkau dengan kendaraan umum. 3 Lokasi SB Mart mudah dicari/ditemukan pelanggan. 4 Lokasi SB Mart dekat dari jalan raya. 5 Lokasi SB Mart dekat dengan pemukiman. 6 Tempat parkir di SB Mart cukup luas. 7 Tempat parkir di SB Mart teratur. 8 Lokasi SB Mart aman.
157
e. Merchandise Assortment (X5)
No Pernyataan STS TS S SS 1 Produk yang dijual di SB Mart beranekaragam. 2 SB Mart menjual produk dalam berbagai ukuran kemasan. 3 Stok dari produk-produk yang dijual di SB Mart tersedia dengan baik.
f. Pricing (X6)
No Pernyataan STS TS S SS T1 Harga yang diberikan oleh SB Mart sesuai h dengan kualitas yang didapatkan oleh e pelanggan. 2 Harga yang diberikan oleh SB Mart sesuai
dengan manfaat yang didapatkan oleh pelanggan. 3 Harga yang ditawarkan SB Mart relatif lebih terjangkau dibanding di tempat lain. g. Customer Satisfaction (Y)
No Pernyataan STS TS S SS
1 Saya puas terhadap kualitas produk-produk yang dijual di SB Mart.
2 Saya puas terhadap pelayanan yang diberikan pegawai toko SB Mart.
3 SB Mart memiliki reputasi yang baik.
4 Secara keseluruhan saya puas berbelanja di SB Mart.
158
Appendix 2 : Multiple Linear Regression Analysis Questionnaires
Distribution the Answer of Respondents
Customer Service NO 1 2 3 4 5 6 7 8 9 10 11 12 1 3 3 3 3 3 3 3 3 3 3 3 3 2 3 4 4 3 4 3 3 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 3 3 3 3 4 3 3 3 3 3 3 3 5 3 3 3 3 3 3 3 3 3 3 3 3 6 4 3 4 3 3 3 3 3 3 4 3 3 7 4 4 4 3 4 3 3 3 3 4 3 4 8 3 3 3 3 3 3 3 3 3 3 3 3 9 4 3 3 3 3 3 3 3 3 3 3 3 10 4 4 4 2 4 3 3 3 3 4 3 4 11 3 3 3 2 3 3 3 3 3 3 3 3 12 3 3 3 3 4 3 3 3 3 4 3 3 13 3 3 3 3 4 3 3 3 3 3 3 3 14 4 4 3 3 4 4 3 3 4 4 3 3 15 3 3 3 3 3 3 3 3 3 3 3 3 16 3 3 3 3 3 3 4 3 3 3 3 3 17 4 4 4 4 4 4 3 2 4 3 3 1 18 4 3 3 3 4 4 3 3 3 3 3 3 19 3 3 3 3 3 3 3 3 3 3 3 3 20 3 4 2 3 4 3 3 4 3 3 3 3 21 3 4 3 3 3 3 3 3 3 4 3 3 22 3 3 2 3 3 3 3 3 3 3 3 3 23 2 4 3 3 4 3 3 3 3 3 2 3 24 4 4 3 3 3 3 3 3 3 3 3 3 25 4 4 3 3 3 4 4 3 3 4 3 3 26 3 3 3 3 3 3 3 3 3 3 3 3 27 4 4 3 4 3 4 4 3 3 4 3 3 28 4 4 3 1 3 4 3 3 3 3 3 3 29 3 4 4 3 4 4 3 3 3 3 3 4 30 3 3 3 3 3 3 3 3 3 3 3 3 31 4 3 3 3 3 3 3 3 3 3 3 3 32 4 4 4 4 3 3 3 3 4 3 3 3 33 3 4 3 3 4 3 3 3 3 4 3 3
159
34 3 4 3 3 3 3 3 3 2 3 3 3 35 4 3 3 3 3 4 3 3 3 4 3 3 36 3 3 3 3 3 4 3 3 4 4 4 3 37 3 3 3 3 3 3 4 3 3 3 3 4 38 4 4 4 4 4 4 4 4 4 4 4 4 39 4 4 3 3 3 3 2 3 4 3 3 3 40 3 4 4 3 4 4 4 3 4 4 4 3 41 3 3 3 3 3 3 3 3 3 3 3 3 42 3 3 3 4 3 3 3 3 3 3 3 3 43 3 4 3 3 4 4 4 3 4 4 3 3 44 3 3 3 3 4 3 3 3 3 3 3 3 45 3 4 3 3 4 4 4 3 4 3 3 3 46 2 3 2 2 3 3 2 2 3 2 3 2 47 3 3 3 4 4 4 3 3 3 3 3 3 48 3 3 3 4 4 4 3 3 3 4 3 4 49 4 4 3 3 3 3 3 3 4 3 3 3 50 3 3 3 3 3 3 3 3 3 3 3 3 51 4 4 3 3 4 3 3 3 3 3 3 2 52 4 4 4 3 4 3 3 3 3 4 3 3 53 3 4 3 2 3 2 3 2 2 2 2 1 54 3 3 3 3 3 4 4 3 4 4 3 4 55 2 4 3 3 4 3 3 3 4 4 4 3 56 2 3 3 3 3 3 3 3 2 3 3 3 57 4 4 3 4 4 4 4 3 3 3 3 3 58 3 4 3 3 4 3 3 3 3 3 3 3 59 3 3 3 3 4 3 3 3 3 3 3 3 60 3 4 3 2 3 2 3 3 2 2 3 3 61 4 4 4 3 4 4 3 3 3 4 4 3 62 3 3 3 3 3 3 4 3 3 4 4 4 63 3 3 3 4 3 3 3 3 4 3 3 3 64 3 4 3 3 3 3 3 3 3 3 2 3 65 4 4 3 3 4 4 4 3 4 4 4 4 66 3 3 3 4 4 4 3 3 4 4 4 3 67 3 3 3 3 3 3 3 3 3 3 3 3 68 4 3 4 4 4 4 3 3 3 4 4 3 69 3 3 3 3 3 3 4 3 3 4 3 3 70 4 4 4 3 4 4 3 3 3 3 3 3 71 3 4 3 3 3 4 3 3 4 4 3 3 72 4 4 4 4 4 4 3 3 4 4 4 3
160
73 4 4 4 4 4 4 4 3 4 4 4 4 74 4 4 4 3 4 4 3 3 3 4 4 3 75 4 4 4 3 4 3 3 2 3 3 3 2 76 3 3 3 4 3 4 3 3 3 3 3 4 77 3 3 3 3 3 3 3 3 3 3 3 3 78 3 3 3 3 3 3 3 3 3 4 4 3 79 4 4 3 3 4 3 4 3 3 3 3 3 80 3 4 4 3 4 3 3 3 3 3 3 3 81 4 4 3 4 4 3 3 3 4 4 4 3 82 3 3 3 3 3 3 3 3 3 3 3 3 83 3 3 3 3 4 3 3 3 3 3 3 3 84 4 4 4 3 3 4 3 4 3 3 3 4 85 4 4 4 3 4 3 4 3 4 4 4 4 86 3 3 3 3 3 3 3 3 2 3 3 3 87 4 4 3 3 3 3 3 3 3 3 3 3 88 3 4 3 3 3 4 3 3 3 4 3 3 89 3 3 3 3 3 3 3 3 3 3 3 3 90 4 4 4 4 3 4 3 3 3 4 4 3 91 3 3 3 2 3 2 3 2 2 2 2 2 92 3 3 3 3 3 3 3 3 3 3 3 3 93 3 3 3 3 4 3 3 3 3 3 3 3 94 4 4 4 3 3 4 3 3 4 4 3 3 95 3 4 3 3 3 3 3 3 3 3 3 3 96 3 3 3 4 4 4 4 3 4 4 3 3 97 3 3 3 3 3 3 3 3 3 3 3 3 98 3 3 3 3 3 3 3 3 3 3 3 3 99 3 3 3 3 3 3 3 3 3 3 2 3 100 4 4 4 3 4 3 3 3 3 4 3 3
Store Design and Display NO 13 14 15 16 17 18 19 20 21 1 3 3 3 3 3 3 3 3 3 2 3 4 3 3 4 3 3 3 4 3 3 4 3 3 3 3 3 3 4 4 3 3 3 3 3 3 2 3 3 5 3 3 3 3 3 3 3 4 3 6 4 4 4 3 3 3 4 4 3
161
7 3 3 4 3 3 3 4 3 3 8 3 4 4 3 4 3 3 4 4 9 3 3 4 3 3 3 3 3 4 10 3 4 4 3 4 4 4 4 4 11 3 3 3 3 3 3 3 3 3 12 4 3 3 3 3 3 3 4 3 13 2 3 3 3 3 3 3 3 3 14 4 4 4 4 4 4 3 4 4 15 3 3 3 3 3 3 3 3 3 16 3 4 3 2 3 2 2 3 3 17 4 4 3 3 4 3 3 4 4 18 3 4 3 3 3 3 2 3 3 19 3 2 4 4 2 3 4 4 3 20 3 3 3 3 3 3 3 4 3 21 3 3 3 3 3 3 3 3 3 22 3 3 3 2 3 3 3 3 3 23 3 3 3 3 4 3 4 3 4 24 3 3 4 3 3 3 3 3 3 25 4 4 4 4 3 4 3 3 3 26 4 3 3 3 4 3 4 4 3 27 3 3 3 3 3 2 3 3 3 28 3 3 3 3 4 3 3 3 4 29 3 4 3 3 3 3 3 4 3 30 4 4 3 3 4 3 4 4 3 31 3 3 4 4 3 4 2 3 3 32 1 3 4 3 4 4 4 4 4 33 3 4 4 3 4 4 4 4 4 34 3 3 4 3 2 2 3 4 3 35 4 3 3 2 4 3 3 4 4 36 2 3 3 3 4 3 3 3 4 37 4 4 4 3 3 2 2 4 3 38 4 4 4 3 4 3 4 4 4 39 4 4 3 3 3 3 3 3 3 40 4 4 4 4 4 4 4 4 4 41 3 3 3 3 3 3 3 4 3 42 3 3 3 3 3 3 3 3 3 43 3 3 3 2 3 2 3 3 3 44 4 4 4 3 4 3 1 4 4 45 4 3 3 3 4 3 3 3 4
162
46 3 3 3 3 3 3 3 3 3 47 3 4 4 2 4 1 3 3 4 48 4 4 4 3 4 3 3 4 3 49 3 3 3 3 3 3 3 4 3 50 3 3 3 3 3 3 3 3 3 51 3 3 3 2 3 3 3 3 3 52 3 3 3 3 4 3 3 3 4 53 2 3 3 3 3 3 2 3 3 54 4 4 4 3 3 3 3 4 4 55 3 3 3 3 3 3 4 4 3 56 4 4 4 3 4 3 4 4 3 57 2 3 4 3 4 3 2 4 4 58 4 4 3 3 4 3 3 4 4 59 4 4 3 3 4 3 2 3 4 60 4 3 3 3 3 3 3 4 3 61 3 3 3 3 4 3 3 3 4 62 3 4 3 3 3 3 3 3 3 63 4 3 4 3 3 3 4 4 3 64 3 3 3 3 3 3 3 3 3 65 4 4 4 4 3 3 3 4 3 66 3 3 3 3 3 3 2 3 3 67 3 3 3 3 4 3 3 3 4 68 4 4 3 3 4 3 3 3 4 69 4 4 3 2 3 3 2 3 3 70 4 4 4 3 4 3 3 4 4 71 3 3 3 3 3 3 2 3 3 72 3 3 3 3 3 3 3 3 3 73 4 4 4 4 3 4 3 4 3 74 3 3 3 3 4 3 3 3 4 75 4 3 3 3 3 3 3 4 3 76 3 3 3 3 4 3 3 4 4 77 4 3 3 3 3 3 3 3 3 78 4 4 4 3 3 2 3 4 3 79 3 3 3 3 3 2 2 3 3 80 3 3 3 3 4 3 3 3 4 81 3 4 4 4 4 3 4 4 4 82 3 3 3 3 3 3 3 3 3 83 3 3 3 3 3 3 3 3 3 84 3 4 3 3 4 3 3 3 4
163
85 4 4 3 2 3 2 3 4 2 86 3 3 4 3 3 3 3 4 3 87 4 3 3 3 3 3 3 3 3 88 4 4 4 4 4 3 3 4 4 89 4 4 3 3 3 3 3 3 3 90 3 4 4 3 4 3 3 3 4 91 3 4 3 3 4 3 3 3 4 92 3 3 3 3 3 3 3 4 3 93 2 3 4 3 3 4 2 3 3 94 4 4 4 3 4 4 4 3 4 95 3 3 3 4 3 4 3 4 3 96 3 4 4 3 4 3 3 4 4 97 4 3 3 3 3 3 3 4 3 98 3 3 2 3 3 3 2 3 3 99 3 3 3 3 3 3 3 3 3 100 4 4 4 3 3 3 4 4 4
Communication Mix NO 22 23 24 25 26 27 28 1 4 4 2 3 4 3 4 2 3 3 3 3 3 3 3 3 4 4 3 4 3 3 4 4 4 2 4 3 3 3 3 5 3 3 2 3 3 3 2 6 3 3 3 2 3 4 3 7 3 3 3 3 3 3 4 8 3 4 3 3 3 2 4 9 3 4 3 4 3 2 4 10 4 3 3 3 4 4 4 11 3 3 4 3 3 2 3 12 3 2 2 4 3 3 3 13 4 4 3 4 3 3 4 14 4 4 4 4 3 4 4 15 3 3 3 3 3 3 3 16 3 2 3 4 4 3 4 17 4 3 3 3 3 3 3 18 3 3 3 3 3 3 3 19 3 4 4 4 3 4 4
164
20 4 4 1 3 3 3 4 21 4 3 3 4 4 3 4 22 3 3 2 3 3 3 3 23 3 3 3 3 3 3 3 24 3 3 3 3 3 3 3 25 4 3 3 3 3 3 3 26 3 2 2 3 3 2 3 27 3 3 2 3 3 2 3 28 3 3 3 3 3 3 4 29 4 3 2 4 3 3 3 30 4 4 3 4 4 3 4 31 4 3 3 4 4 2 3 32 4 3 3 4 3 1 3 33 4 4 4 4 4 4 4 34 4 4 4 3 3 3 3 35 4 3 4 4 3 3 4 36 4 4 4 4 4 4 4 37 4 4 4 3 4 4 4 38 4 4 3 3 3 3 4 39 4 4 4 3 3 4 4 40 4 4 3 1 4 1 4 41 4 3 3 3 3 3 3 42 3 3 3 3 3 3 3 43 4 4 3 4 4 3 3 44 4 3 3 3 3 3 3 45 3 3 3 3 3 3 3 46 3 2 3 3 3 3 3 47 4 3 4 3 3 3 3 48 3 4 3 4 4 3 4 49 4 4 4 3 3 4 3 50 3 2 3 3 3 3 3 51 3 3 2 2 3 3 3 52 3 3 3 3 3 3 3 53 3 3 3 1 2 4 3 54 3 3 2 4 4 3 3 55 3 3 2 3 3 3 3 56 4 4 3 4 4 2 4 57 3 3 4 3 3 3 4 58 3 3 3 3 3 3 3
165
59 3 3 3 4 4 3 3 60 3 3 3 4 3 3 3 61 2 4 4 3 4 4 3 62 4 3 3 3 3 3 3 63 3 3 3 3 3 3 3 64 4 3 3 4 4 3 3 65 3 3 4 4 4 4 4 66 3 4 3 3 3 4 3 67 4 4 3 4 4 4 4 68 3 3 4 4 3 3 4 69 3 3 4 3 3 3 3 70 4 4 4 4 4 4 4 71 3 4 3 4 3 3 3 72 4 3 4 4 4 4 4 73 4 4 3 4 4 3 4 74 4 4 3 4 3 4 4 75 4 4 4 4 4 4 4 76 3 4 3 4 4 3 4 77 4 4 3 4 4 3 3 78 4 4 3 3 4 3 3 79 4 3 3 4 3 3 3 80 4 4 3 3 3 3 4 81 3 3 3 3 3 3 3 82 3 4 3 3 3 3 4 83 4 4 3 3 4 4 4 84 3 3 3 3 3 3 3 85 3 4 3 4 4 4 3 86 4 3 3 3 3 4 3 87 4 4 3 3 3 3 4 88 3 4 3 4 4 3 4 89 3 4 4 3 3 3 4 90 3 3 3 4 4 4 4 91 3 3 3 3 3 3 3 92 4 4 3 4 4 3 3 93 3 3 3 3 3 3 2 94 4 3 3 4 4 4 4 95 4 4 3 4 3 3 3 96 4 4 3 4 4 3 4 97 3 4 3 4 4 3 4
166
98 3 4 3 3 3 3 4 99 3 3 3 3 3 3 3 100 4 3 4 4 4 4 4
Location NO 29 30 31 32 33 34 35 36 1 4 4 4 4 4 4 4 4 2 4 4 2 3 4 2 3 2 3 4 4 4 3 4 4 4 4 4 4 3 4 2 3 4 3 4 5 3 3 4 3 4 4 4 4 6 4 4 4 3 4 4 4 3 7 4 3 4 2 3 3 3 3 8 3 3 3 3 3 3 3 3 9 4 3 3 3 4 3 3 3 10 4 4 4 3 4 4 4 3 11 3 3 3 3 3 3 2 3 12 4 4 3 4 4 4 3 1 13 3 3 3 2 3 3 4 4 14 4 4 4 3 4 4 4 4 15 4 4 3 3 4 3 3 2 16 3 3 3 3 3 3 3 3 17 4 4 3 3 4 3 3 3 18 4 4 4 4 4 4 4 4 19 3 3 3 3 4 4 3 3 20 4 3 3 3 3 3 3 3 21 4 4 4 4 4 3 3 4 22 4 3 3 3 3 3 2 2 23 4 4 3 4 3 3 3 3 24 4 3 3 3 3 3 3 3 25 4 4 3 4 4 3 4 4 26 4 3 3 3 4 3 2 3 27 4 4 4 3 4 4 2 3 28 4 4 3 4 4 4 3 4 29 4 3 3 4 4 3 3 3 30 4 3 2 2 3 4 3 3 31 4 3 3 3 4 3 3 3 32 4 4 4 4 4 4 3 3
167
33 4 4 4 4 4 4 4 4 34 3 3 3 3 3 3 3 3 35 4 3 3 3 4 4 3 3 36 4 4 4 4 4 3 3 3 37 4 4 4 4 4 2 2 2 38 4 4 3 4 4 4 4 4 39 3 3 3 3 3 3 3 3 40 4 3 4 3 4 4 3 3 41 4 4 3 3 4 3 3 3 42 3 3 3 3 3 3 3 3 43 4 4 4 4 4 4 2 4 44 4 4 3 4 4 3 3 3 45 4 3 3 3 3 3 3 3 46 4 4 3 4 4 3 2 2 47 3 2 3 3 3 3 3 3 48 4 4 3 4 4 3 2 3 49 4 4 4 4 4 4 4 4 50 3 3 3 3 3 2 3 2 51 4 3 2 3 4 3 3 3 52 4 4 4 4 4 4 4 3 53 4 4 3 4 4 4 3 4 54 4 3 3 3 3 3 3 3 55 4 4 3 4 4 3 3 3 56 4 4 4 4 4 4 4 4 57 3 3 3 3 3 3 3 3 58 4 3 3 4 3 3 3 4 59 4 4 3 4 4 4 3 4 60 4 4 3 4 4 3 3 3 61 4 3 3 4 4 3 4 4 62 4 4 4 4 4 4 4 4 63 4 4 2 3 3 4 2 2 64 4 3 3 4 4 4 3 3 65 4 2 2 3 3 4 3 3 66 4 4 4 4 4 4 4 4 67 4 4 4 4 4 4 4 4 68 4 3 3 4 3 3 3 3 69 4 3 3 3 4 3 2 3 70 4 4 4 4 4 4 4 4 71 4 3 3 3 4 3 3 3
168
72 4 4 3 4 4 4 3 4 73 3 3 3 3 3 3 3 3 74 4 4 3 3 3 3 3 3 75 4 3 3 4 4 3 3 3 76 4 4 4 4 4 4 4 4 77 3 3 3 3 4 3 3 3 78 4 4 4 3 4 3 3 3 79 4 2 2 3 3 4 3 3 80 4 3 4 4 4 4 3 4 81 4 4 3 4 4 4 3 3 82 4 4 3 4 4 3 3 3 83 4 4 3 4 4 3 2 3 84 4 4 4 4 4 4 3 3 85 4 4 4 4 4 4 4 4 86 3 3 3 3 4 3 3 4 87 4 4 2 3 4 4 4 4 88 4 3 4 4 4 3 3 3 89 4 3 3 4 3 3 3 3 90 4 4 3 3 4 3 3 3 91 3 3 3 3 3 3 3 3 92 4 4 4 4 4 4 4 4 93 3 3 3 3 4 3 3 3 94 4 4 4 4 4 4 4 4 95 4 3 4 4 4 4 3 4 96 4 3 3 3 3 3 3 3 97 3 3 3 3 3 3 3 3 98 3 3 3 3 4 3 4 4 99 4 4 3 3 4 3 4 3 100 4 4 4 4 4 3 4 3
Merchandise Assortment NO 37 38 39 1 3 3 3 2 3 3 3 3 4 3 4 4 3 2 2 5 3 3 3 6 4 3 3
169
7 4 3 1 8 2 3 2 9 3 4 4 10 4 3 3 11 3 3 3 12 3 3 3 13 3 3 1 14 4 4 3 15 3 3 3 16 3 2 3 17 4 3 3 18 3 4 4 19 3 3 3 20 3 3 3 21 4 4 2 22 3 3 2 23 2 3 3 24 4 3 3 25 4 2 2 26 4 3 3 27 3 2 2 28 4 3 3 29 4 4 3 30 3 3 2 31 1 3 3 32 4 3 3 33 3 4 3 34 3 2 3 35 3 3 3 36 4 4 3 37 3 1 3 38 4 4 4 39 3 3 2 40 4 4 4 41 3 3 3 42 3 3 3 43 3 3 3 44 4 3 3 45 4 3 3
170
46 3 2 2 47 4 3 3 48 3 3 2 49 3 3 3 50 3 2 2 51 3 3 3 52 3 3 3 53 2 2 3 54 3 3 2 55 3 3 3 56 3 2 1 57 4 3 3 58 3 4 4 59 3 3 3 60 3 3 3 61 3 4 3 62 3 3 3 63 3 3 3 64 3 4 3 65 3 2 2 66 4 4 3 67 3 3 3 68 4 3 3 69 3 3 3 70 3 3 3 71 2 3 2 72 4 4 3 73 4 3 3 74 3 3 3 75 4 3 3 76 4 3 2 77 3 2 2 78 3 3 3 79 3 3 3 80 4 3 4 81 3 3 3 82 3 3 3 83 3 3 3 84 4 4 4
171
85 4 3 3 86 2 2 2 87 2 3 3 88 3 3 3 89 3 4 3 90 3 2 3 91 4 3 3 92 3 2 3 93 4 3 3 94 4 3 4 95 4 4 3 96 2 3 3 97 3 1 3 98 3 2 3 99 4 3 2 100 4 3 3
Pricing NO 40 41 42 1 3 2 2 2 2 3 3 3 3 3 3 4 3 3 2 5 3 3 3 6 4 3 3 7 3 3 3 8 3 3 2 9 3 3 3 10 3 3 4 11 3 3 3 12 4 3 3 13 3 3 3 14 3 4 4 15 3 3 3 16 3 2 3 17 3 4 4 18 4 3 3 19 2 3 3
172
20 3 3 3 21 4 4 4 22 3 3 3 23 3 3 2 24 3 3 3 25 3 3 4 26 2 3 3 27 3 2 3 28 3 3 3 29 4 3 4 30 3 4 3 31 3 3 3 32 3 4 4 33 3 4 3 34 3 3 3 35 4 3 3 36 4 3 3 37 4 4 4 38 4 3 3 39 4 3 4 40 3 3 3 41 2 3 3 42 3 3 2 43 3 3 3 44 3 3 4 45 3 3 3 46 3 3 3 47 4 3 3 48 3 3 4 49 3 3 3 50 3 2 3 51 3 3 2 52 3 3 3 53 2 3 3 54 3 3 3 55 3 3 3 56 4 3 4 57 4 4 4 58 3 3 3
173
59 4 3 4 60 3 3 3 61 4 3 4 62 3 3 4 63 3 3 2 64 4 4 4 65 4 4 4 66 3 4 3 67 3 3 3 68 4 3 4 69 3 3 3 70 4 3 4 71 4 3 3 72 4 4 4 73 3 2 2 74 4 4 4 75 3 3 3 76 4 3 4 77 4 3 3 78 3 3 3 79 3 2 2 80 3 4 3 81 3 3 3 82 3 3 3 83 3 3 3 84 4 4 4 85 3 3 3 86 3 3 3 87 4 3 4 88 4 3 4 89 3 4 3 90 3 3 3 91 3 3 3 92 3 2 2 93 4 3 4 94 4 3 3 95 4 3 4 96 4 3 3 97 3 3 3
174
98 3 3 3 99 3 3 3 100 4 4 3
Customer Satisfaction NO 43 44 45 46 1 3 3 3 3 2 3 3 3 3 3 3 2 3 3 4 3 3 3 3 5 4 3 3 3 6 4 4 3 4 7 3 4 3 3 8 3 3 2 3 9 2 4 2 2 10 4 3 4 4 11 4 3 4 3 12 4 4 4 4 13 3 4 3 4 14 3 4 4 3 15 4 4 3 4 16 3 1 2 2 17 4 4 4 4 18 4 3 3 3 19 4 4 4 4 20 4 3 4 4 21 4 4 4 4 22 3 3 3 3 23 3 2 3 3 24 4 3 3 3 25 4 3 4 3 26 4 4 4 4 27 4 3 3 4 28 3 3 3 3 29 3 4 4 4 30 3 4 3 4 31 3 2 3 3 32 4 3 4 4
175
33 3 4 3 3 34 3 3 3 3 35 4 4 3 4 36 3 4 3 4 37 4 4 4 4 38 4 4 4 4 39 3 4 4 4 40 4 3 4 3 41 3 4 4 3 42 4 4 4 4 43 4 3 4 4 44 4 3 4 3 45 4 4 3 4 46 3 3 3 3 47 3 3 3 3 48 3 4 3 3 49 3 3 3 3 50 4 4 4 4 51 4 3 4 3 52 4 4 3 4 53 2 3 3 2 54 3 3 3 3 55 4 4 3 4 56 3 3 3 3 57 4 4 4 4 58 4 4 3 4 59 3 3 3 3 60 3 2 3 2 61 4 4 3 4 62 3 3 3 3 63 3 3 3 3 64 4 4 4 4 65 4 4 3 4 66 4 3 4 3 67 3 4 3 3 68 3 4 3 4 69 4 4 4 4 70 4 3 4 4 71 3 3 3 3
176
72 4 4 4 4 73 4 4 3 3 74 4 4 4 4 75 4 3 3 3 76 4 4 4 4 77 4 3 3 3 78 4 3 4 3 79 3 3 3 3 80 3 3 3 3 81 3 4 3 3 82 4 3 4 4 83 3 3 3 3 84 3 4 3 3 85 3 4 3 4 86 3 3 3 3 87 3 4 3 3 88 3 4 3 3 89 4 3 4 4 90 3 4 3 3 91 3 3 3 3 92 3 3 3 3 93 3 4 4 4 94 4 4 3 4 95 4 4 3 4 96 3 3 3 3 97 2 3 3 3 98 4 3 3 3 99 3 3 3 3 100 4 4 4 4
177
Appendix 3 : Frequency of Respondents
VAR00001
Cumulative Frequency Percent Valid Percent Percent
Valid 2 4 4.0 4.0 4.0
3 60 60.0 60.0 64.0
4 36 36.0 36.0 100.0
Total 100 100.0 100.0
VAR00002
Cumulative Frequency Percent Valid Percent Percent
Valid 3 51 51.0 51.0 51.0
4 49 49.0 49.0 100.0
Total 100 100.0 100.0
VAR00003
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 74 74.0 74.0 77.0
4 23 23.0 23.0 100.0
Total 100 100.0 100.0
178
VAR00004
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 6 6.0 6.0 7.0
3 76 76.0 76.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0
VAR00005
Cumulative Frequency Percent Valid Percent Percent
Valid 3 57 57.0 57.0 57.0
4 43 43.0 43.0 100.0
Total 100 100.0 100.0
VAR00006
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 65 65.0 65.0 68.0
4 32 32.0 32.0 100.0
Total 100 100.0 100.0
179
VAR00007
Cumulative Frequency Percent Valid Percent Percent
Valid 2 2 2.0 2.0 2.0
3 81 81.0 81.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0
VAR00008
Cumulative Frequency Percent Valid Percent Percent
Valid 2 5 5.0 5.0 5.0
3 92 92.0 92.0 97.0
4 3 3.0 3.0 100.0
Total 100 100.0 100.0
VAR00009
Cumulative Frequency Percent Valid Percent Percent
Valid 2 6 6.0 6.0 6.0
3 71 71.0 71.0 77.0
4 23 23.0 23.0 100.0
Total 100 100.0 100.0
180
VAR00010
Cumulative Frequency Percent Valid Percent Percent
Valid 2 4 4.0 4.0 4.0
3 60 60.0 60.0 64.0
4 36 36.0 36.0 100.0
Total 100 100.0 100.0
VAR00011
Cumulative Frequency Percent Valid Percent Percent
Valid 2 5 5.0 5.0 5.0
3 79 79.0 79.0 84.0
4 16 16.0 16.0 100.0
Total 100 100.0 100.0
VAR00012
Cumulative Frequency Percent Valid Percent Percent
Valid 1 2 2.0 2.0 2.0
2 4 4.0 4.0 6.0
3 81 81.0 81.0 87.0
4 13 13.0 13.0 100.0
Total 100 100.0 100.0
181
VAR00013
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 5 5.0 5.0 6.0
3 58 58.0 58.0 64.0
4 36 36.0 36.0 100.0
Total 100 100.0 100.0
VAR00014
Cumulative Frequency Percent Valid Percent Percent
Valid 2 1 1.0 1.0 1.0
3 58 58.0 58.0 59.0
4 41 41.0 41.0 100.0
Total 100 100.0 100.0
VAR00015
Cumulative Frequency Percent Valid Percent Percent
Valid 2 1 1.0 1.0 1.0
3 64 64.0 64.0 65.0
4 35 35.0 35.0 100.0
Total 100 100.0 100.0
182
VAR00016
Cumulative Frequency Percent Valid Percent Percent
Valid 2 8 8.0 8.0 8.0
3 82 82.0 82.0 90.0
4 10 10.0 10.0 100.0
Total 100 100.0 100.0
VAR00017
Cumulative Frequency Percent Valid Percent Percent
Valid 2 2 2.0 2.0 2.0
3 60 60.0 60.0 62.0
4 38 38.0 38.0 100.0
Total 100 100.0 100.0
VAR00018
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 8 8.0 8.0 9.0
3 80 80.0 80.0 89.0
4 11 11.0 11.0 100.0
Total 100 100.0 100.0
183
VAR00019
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 14 14.0 14.0 15.0
3 68 68.0 68.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0
VAR00020
Cumulative Frequency Percent Valid Percent Percent
Valid 3 55 55.0 55.0 55.0
4 45 45.0 45.0 100.0
Total 100 100.0 100.0
VAR00021
Cumulative Frequency Percent Valid Percent Percent
Valid 2 1 1.0 1.0 1.0
3 61 61.0 61.0 62.0
4 38 38.0 38.0 100.0
Total 100 100.0 100.0
184
VAR00022
Cumulative Frequency Percent Valid Percent Percent
Valid 2 1 1.0 1.0 1.0
3 51 51.0 51.0 52.0
4 48 48.0 48.0 100.0
Total 100 100.0 100.0
VAR00023
Cumulative Frequency Percent Valid Percent Percent
Valid 2 6 6.0 6.0 6.0
3 51 51.0 51.0 57.0
4 43 43.0 43.0 100.0
Total 100 100.0 100.0
VAR00024
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 10 10.0 10.0 11.0
3 67 67.0 67.0 78.0
4 22 22.0 22.0 100.0
Total 100 100.0 100.0
185
VAR00025
Cumulative Frequency Percent Valid Percent Percent
Valid 1 2 2.0 2.0 2.0
2 2 2.0 2.0 4.0
3 53 53.0 53.0 57.0
4 43 43.0 43.0 100.0
Total 100 100.0 100.0
VAR00026
Cumulative Frequency Percent Valid Percent Percent
Valid 2 1 1.0 1.0 1.0
3 64 64.0 64.0 65.0
4 35 35.0 35.0 100.0
Total 100 100.0 100.0
VAR00027
Cumulative Frequency Percent Valid Percent Percent
Valid 1 2 2.0 2.0 2.0
2 7 7.0 7.0 9.0
3 67 67.0 67.0 76.0
4 24 24.0 24.0 100.0
Total 100 100.0 100.0
186
VAR00028
Cumulative Frequency Percent Valid Percent Percent
Valid 2 2 2.0 2.0 2.0
3 53 53.0 53.0 55.0
4 45 45.0 45.0 100.0
Total 100 100.0 100.0
VAR00029
Cumulative Frequency Percent Valid Percent Percent
Valid 3 19 19.0 19.0 19.0
4 81 81.0 81.0 100.0
Total 100 100.0 100.0
VAR00030
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 45 45.0 45.0 48.0
4 52 52.0 52.0 100.0
Total 100 100.0 100.0
187
VAR00031
Cumulative Frequency Percent Valid Percent Percent
Valid 2 7 7.0 7.0 7.0
3 59 59.0 59.0 66.0
4 34 34.0 34.0 100.0
Total 100 100.0 100.0
VAR00032
Cumulative Frequency Percent Valid Percent Percent
Valid 2 4 4.0 4.0 4.0
3 49 49.0 49.0 53.0
4 47 47.0 47.0 100.0
Total 100 100.0 100.0
VAR00033
Cumulative Frequency Percent Valid Percent Percent
Valid 3 30 30.0 30.0 30.0
4 70 70.0 70.0 100.0
Total 100 100.0 100.0
188
VAR00034
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 55 55.0 55.0 58.0
4 42 42.0 42.0 100.0
Total 100 100.0 100.0
VAR00035
Cumulative Frequency Percent Valid Percent Percent
Valid 2 11 11.0 11.0 11.0
3 62 62.0 62.0 73.0
4 27 27.0 27.0 100.0
Total 100 100.0 100.0
VAR00036
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 7 7.0 7.0 8.0
3 59 59.0 59.0 67.0
4 33 33.0 33.0 100.0
Total 100 100.0 100.0
189
VAR00037
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 7 7.0 7.0 8.0
3 57 57.0 57.0 65.0
4 35 35.0 35.0 100.0
Total 100 100.0 100.0
VAR00038
Cumulative Frequency Percent Valid Percent Percent
Valid 1 2 2.0 2.0 2.0
2 15 15.0 15.0 17.0
3 66 66.0 66.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0
VAR00039
Cumulative Frequency Percent Valid Percent Percent
Valid 1 3 3.0 3.0 3.0
2 18 18.0 18.0 21.0
3 70 70.0 70.0 91.0
4 9 9.0 9.0 100.0
Total 100 100.0 100.0
190
VAR00040
Cumulative Frequency Percent Valid Percent Percent
Valid 2 5 5.0 5.0 5.0
3 63 63.0 63.0 68.0
4 32 32.0 32.0 100.0
Total 100 100.0 100.0
VAR00041
Cumulative Frequency Percent Valid Percent Percent
Valid 2 7 7.0 7.0 7.0
3 76 76.0 76.0 83.0
4 17 17.0 17.0 100.0
Total 100 100.0 100.0
VAR00042
Cumulative Frequency Percent Valid Percent Percent
Valid 2 10 10.0 10.0 10.0
3 62 62.0 62.0 72.0
4 28 28.0 28.0 100.0
Total 100 100.0 100.0
191
VAR00043
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 48 48.0 48.0 51.0
4 49 49.0 49.0 100.0
Total 100 100.0 100.0
VAR00044
Cumulative Frequency Percent Valid Percent Percent
Valid 1 1 1.0 1.0 1.0
2 4 4.0 4.0 5.0
3 47 47.0 47.0 52.0
4 48 48.0 48.0 100.0
Total 100 100.0 100.0
VAR00045
Cumulative Frequency Percent Valid Percent Percent
Valid 2 3 3.0 3.0 3.0
3 62 62.0 62.0 65.0
4 35 35.0 35.0 100.0
Total 100 100.0 100.0
192
VAR00046
Cumulative Frequency Percent Valid Percent Percent
Valid 2 4 4.0 4.0 4.0
3 53 53.0 53.0 57.0
4 43 43.0 43.0 100.0
Total 100 100.0 100.0
193
Appendix 4 : Validity and Reliability Test
Corrected Standard Question of Item-Total Value (r Result Numbers Correlation table) Value 1 0.444 0.640 Valid 2 0.444 0.829 Valid 3 0.444 0.575 Valid 4 0.444 0.581 Valid 5 0.444 0.625 Valid 6 0.444 0.663 Valid 7 0.444 0.493 Valid 8 0.444 0.526 Valid 9 0.444 0.799 Valid 10 0.444 0.799 Valid 11 0.444 0.799 Valid 12 0.444 0.492 Valid 13 0.444 0.865 Valid 14 0.444 0.865 Valid 15 0.444 0.784 Valid 16 0.444 0.784 Valid 17 0.444 0.784 Valid 18 0.444 0.779 Valid 19 0.444 0.875 Valid 20 0.444 0.794 Valid 21 0.444 0.674 Valid 22 0.444 0.667 Valid 23 0.444 0.543 Valid 24 0.444 0.634 Valid 25 0.444 0.809 Valid 26 0.444 0.809 Valid 27 0.444 0.778 Valid 28 0.444 0.684 Valid 29 0.444 0.843 Valid 30 0.444 0.779 Valid 31 0.444 0.490 Valid 32 0.444 0.688 Valid 33 0.444 0.626 Valid 34 0.444 0.759 Valid 35 0.444 0.535 Valid 36 0.444 0.493 Valid 37 0.444 0.702 Valid 38 0.444 0.543 Valid
194
Corrected Standard Question of Item-Total Value (r Result Numbers Correlation table) Value 39 0.444 0.506 Valid 40 0.444 0.506 Valid 41 0.444 0.548 Valid 42 0.444 0.679 Valid 43 0.444 0.465 Valid 44 0.444 0.627 Valid 45 0.444 0.663 Valid 46 0.444 0.674 Valid
Reliability Statistics
Cronbach's Alpha N of Items
.975 46
195
Appendix 5 : Output SPSS
196
One-Sample Kolmogorov-Smirnov Test
Unstandardized Residual
N 100 Normal Parametersa,,b Mean .0000000
Std. Deviation 1.45660083
Most Extreme Differences Absolute .049 Positive .049
Negative -.045 Kolmogorov-Smirnov Z .493
Asymp. Sig. (2-tailed) .968
a. Test distribution is Normal.
b. Calculated from data.
Coefficientsa
Unstandardized Standardized Collinearity Coefficients Coefficients Statistics
Model B Std. Error Beta t Sig. Tolerance VIF
1 (Constant) 5.749 2.415 2.381 .019
Customer Service .142 .053 .277 2.691 .008 .717 1.396
Store Design and -.031 .067 -.045 -.459 .647 .798 1.254 Display
Communication Mix -.070 .072 -.096 -.966 .336 .768 1.302
Location -.070 .060 -.114 -1.179 .242 .811 1.232
Merchandise .240 .130 .188 1.850 .068 .734 1.362 Assortment
Pricing .483 .136 .351 3.560 .001 .783 1.277 a. Dependent Variable: Customer Satisfaction
197
Coefficientsa
Standardized Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.232 1.398 3.744 .000
Customer Service -.039 .030 -.148 -1.285 .202
Store Design and Display -.026 .039 -.075 -.684 .496
Communication Mix -.020 .042 -.054 -.484 .630
Location -.061 .035 -.191 -1.769 .080
Merchandise Assortment .130 .075 .196 1.729 .087
Pricing -.088 .078 -.123 -1.118 .267 a. Dependent Variable: RES_2
198
Coefficientsa
Unstandardized Standardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.749 2.415 2.381 .019
Customer Service .142 .053 .277 2.691 .008
Store Design and -.031 .067 -.045 -.459 .647 Display
Communication Mix -.070 .072 -.096 -.966 .336
Location -.070 .060 -.114 -1.179 .242
Merchandise Assortment .240 .130 .188 1.850 .068
Pricing .483 .136 .351 3.560 .001 a. Dependent Variable: Customer Satisfaction
Model Summaryb
Adjusted R Std. Error of the Model R R Square Square Estimate 1 .540a .292 .246 1.50285
a. Predictors: (Constant), Pricing, Location, Store Design and Display, Merchandise Assortment, Communication Mix, Customer Service
b. Dependent Variable: Customer Satisfaction
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 86.593 6 14.432 6.390 .000a
Residual 210.047 93 2.259
Total 296.640 99 a. Predictors: (Constant), Pricing, Location, Store Design and Display, Merchandise Assortment, Communication Mix, Customer Service b. Dependent Variable: Customer Satisfaction
199