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Analisis Perbandingan Kepuasan Pelanggan Antara Minimarket Indomaret Dengan Alfamart Di Kota Batam

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Analisis Perbandingan Kepuasan Pelanggan Antara Minimarket Indomaret Dengan Alfamart Di Kota Batam Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Article History Vol. 6 No. 2, December 2018, 119-134 Received October 2018 e-ISSN: 2548-9836 Accepted November 2018 ANALISIS PERBANDINGAN KEPUASAN PELANGGAN ANTARA MINIMARKET INDOMARET DENGAN ALFAMART DI KOTA BATAM Heru Andika 1, Shinta Wahyu Hati 2 1). Jurusan Manajemen Bisnis Politeknik Negeri Batam; E-mail [email protected] 2). Jurusan Manajemen Bisnis Politeknik Negeri Batam; E-mail [email protected] Abstrak Tujuan penelitian ini adalah untuk mengetahui dan menganalisis sejauhmana perbedaan tingkat kepuasan pelanggan dalam berbelanja di minimarket Indomaret dan minimarket Alfamart Kecamatan Bengkong Kota Batam. Populasi penelitian ini adalah orang yang pernah belanja di minimarket Indomaret dan Alfamaret, sedangkan sampel Penelitian adalah 100 responden. Penelitian ini menggunakan Metode analisa Uji Beda t-test. Hasil penelitian menunjukan bahwa secara parsial ditemukan perbedaan yang signifikan antara kepuasan pelanggan minimarket Indomaret dan minimarket Alfamart. Hasil perbedaan tersebut ditunjukkan dengan adanya nilai probabilitas (sig-t) 0,000 berada dibawah level of significance dengan parameter sebesar 0,05, sehingga Ho ditolak yang artinya terdapat perbedaan kepuasan pelanggan terhadap kualitas layanan minimarket Indomaret dan minimarket Alfamart. Variabel kepuasan pelanggan Indomaret lebih unggul dengan nilai 98,76 sedangkan Alfamart hanya memperoleh nilai 82,55. Dalam variabel kualitas layanan Alfamart lebih unggul dengan nilai 105,70 dari Indomaret yang hanya memperoleh nilai 105,65. Secara keseluruhan Indomaret unggul atas kepuasan pelanggan terhadap kualitas layanan dengan mean 102,205 dibandingkan dengan Alfamart yang memiliki mean 94,13. Dengan demikian hipotesis yang menyatakan adanya perbedaan kepuasan pelanggan terhadap kualitas layanan minimarket Indomaret dan minimarket Alfamart diterima. Kata kunci: Kepuasan pelanggan, Kualitas Layanan dan Minimarket PENDAHULUAN berkembang dan menunjukkan eksistensinya di Saat ini persaingan bisnis ritel di Indonesia dalam lingkungan masyarakat luas. Menurut Utami sangat ketat, terbukti dengan menjamurnya ritel-ritel (2010) kata ritel berasal dari bahasa Perancis, yang tersebar luas di seluruh pelosok Indonesia baik ritellier, yang berarti memotong atau memecah yang bersifat lokal, nasional maupun Internasional. sesuatu. Terkait dengan aktivitas yang dijalankan, Hampir disetiap wilayah Indonesia kita dapat maka ritel menunjukan upaya untuk memecah dengan mudah menemukan ritel-ritel yang berada barang atau produk yang dihasilkan dan disekitar kita baik itu retail tradisional maupun ritel didistribusikan oleh perusahaan manufaktur dalam modern. jumlah yang banyak, (masal) untuk dapat Indonesia sebagai salah satu Negara yang dikonsumsi oleh konsumen akhir dalam jumlah mempunyai tingkat konsumsi akan barang-barang sedikit sesuai dengan kebutuhannya. ritel yang tinggi pula (www.okezone.com). Maka Pemahaman ritel jadi sangat lekat dengan makna tidak mengherankan jika perusahaan-perusahaan “ritel” dari jumlah barang dengan kuantitas besar ritel baik yang ada di dalam negeri maupun di luar seperti dozen atau pack menjadi barang dengan negeri berlomba-lomba untuk melakukan investasi kuantitas satuan.Kebutuhan keberadaan ritel sejalan di sektor ini.Keadaan ini menunjukan bahwa sifat dengan kebutuhan konsumen yang menginginkan manusia cenderung konsumtif, yang berarti bahwa barang maupun jasa sebanyak yang mereka pelanggan selalu mengkonsumsi produk atau jasa butuhkan pada saat, tempat dan waktu tertentu tanpa dalam keseharian.Perilaku ini timbul untuk harus menyimpan sendiri barang maupun jasa pemenuhan kebutuhan yang beragam dan juga untuk tersebut. mengikuti kecendrungan yang sedang berkembang Saat ini jenis ritel modern yang sedang di di pasar. Indonesia adalah minimarket.Kita dapat dengan Pada awalnya, ritel adalah bisnis lokal.Toko mudah menemukan minimarket disekitar kita, dimiliki dan dijalani oleh orang-orang yang tinggal biasanya minimarket didirikan di tempat-tempat dalam masyarakat dan memiliki pelanggan yang strategis, misalnya tempat yang ramai dilalui berasal dari lingkungan terbatas tersebut. Namun masyarakat terutama di pinggiran jalan raya. seiring dengan kemajuan zaman, ritel mulai 119 | Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis | Vol. 6, No. 2, Dec 2018, 119-134 | E-ISSN: 2548-9836 Dijelaskan dalam Naully dan Irawati (2007) dan kinerja aktual produk sebagaimana minimarket adalah sebuah toko modern yang dipersepsikan setelah memakai atau mengkonsumsi menawarkan konsep recreational shopping atau produk bersangkutan wisata berbelanja yang dekat dari rumah. Sesuai dengan hasil penelitian terdahulu yang Minimarket pun dilengkapi dengan sejumlah dilakukan oleh Julius (2009), kualitas pelayanan dan fasilitas, seperti mesin anjungan tunai bank swasta kualitas produk secara parsial maupun seacara maupun BUMN, penarikan uang tunai dan bersama-sama, merupakan faktor utama yang pembayaran bisa dengan menggunakan kartu debit, mempengaruhi kepuasan konsumen pada ketiga bahkan beberapa minimarket dilengkapi dengan supermarket (Supermarket Matahari, Mall fasilitas permainan anak-anak, serta beberapa Metropolitan dan Carrefour). promosi atau penawaran bonus/keuntungan lainnya Berdasarkan latar belakang tersebut perlu yang ditawarkan. dilakukan penelitian mengenai “Analisis Faktor penarik pelanggan untuk berbelanja di Perbandingan Kepuasan Pelanggan Antara ritel modern seperti minimarket adalah ketersedian Minimarket Indomaret dengan Alfamart di Kota barang dan harga yang terjangkau. Peritel Batam”. minimarket harus mampu menerapkan strategi dalam menentukan keberagaman barang dagangan RUMUSAN MASALAH yang akan ditawarkan pada pelanggan. Harga yang Sejauhmana perbedaan kepuasan pelanggan terjangkau dan murah merupakan harpan para dalam berbelanja di minimarket Indomaret dan pelanggan untuk berbelanja di minimarket. minimarket Alfamart di Jl.Laksamana Bintan Menurut Hati SW dan Parlewenti (2017) Kecamatan Bengkong Kota Batam. kelengkapan kategori dan merek barang yang dijual, pengelolaan pajangan barang yang dijual, dan TUJUAN PENELITIAN ketersediaan barang yang cukup, mampu memberikan rasa puas terhadap pelanggan sehingga Tujuan penelitian ini adalah untuk mengetahui pelanggan akan datang untuk belanja lagi. dan menganalisis sejauhmana perbedaan tingkat Menurut Direktur Jenderal Perdagangan Dalam kepuasan pelanggan dalam berbelanja di minimarket Negeri Kemendag, Srie Agustina pasar modern ada Indomaret dan minimarket Alfamart Kecamatan 23.000 dan dari jumlah itu sebanyak 14.000 lebih di Bengkong Kota Batam. antaranya adalah kelompok usaha minimarket, sedangkan sisanya merupakan supermarket MANFAAT PENELITIAN (www.bisnis keuangan.kompas.com). Adapun manfaat dari dilakukannya penelitian ini Di Indonesia minimarket didominasi oleh dua yaitu sebagai berikut: pemain besar yaitu Indomaret dan Alfamart, keberadaan keduanya semakin hari semakin 1. Manfaat Praktis menjamur dan terus menguasai perdagangan ritel Bagi Minimarket khususnya ritel modern. Indomaret adalah suatu Penelitian ini diharapkan dapat memberikan jaringan ritel waralaba yang ada di masukan dan saran kepada minimarket Indonesia.Indomaret merupakan salah satu anak Indomaret dan minimarket Alfamart tentang cabang perusahaan Salim Group. Indomaret kualitas layanan agar dapat memuaskan merupakan jaringan minimarket yang menjual pelanggan dalam berbelanja. kebutuhan pokok dan kebutuhan sehari-hari dengan luas area penjualan kurang dari 200 m2. Gerai toko 2. Manfaat Teoritis pertama dibangun di Ancol, Jakarta Utara, tahun a. Bagi Peneliti 1988, dikelola oleh PT. Indomarco Prismatama Untuk menambah wawasan dan pengetahuan (www.kompasiana.com). tentang perbandingan kepuasan pelanggan pada Untuk memberikan kepuasan terhadap ritel minimarket pelanggan, perusahaan harus dapat menjual barang b. Bagi Pembaca atau jasa dengan kualitas yang terbaik juga harga Hasil penelitian diharapkan dapat dipergunakan yang layak sesuai dengan apa yang didapatkan oleh sebagai salah satu sumber informasi penelitian konsumen. Kepuasan bisa diartikan sebagai upaya dan bahan perbandingan bagi pembaca yang pemenuhan sesuatu atau membuat sesuatu memadai berminat mempelajarinya dan dapat digunakan Tjiptono dan Chandra (2005). Menurut Lovelock sebagai referensi untuk penelitian berikutnya. dan Wirtz (2011) kepuasan adalah suatu sikap yang diputuskan berdasarkan pengalaman yang KAJIAN PUSTAKA didapatkan.Sedangkan menurut Tse dan Wilton 1. Pengertian Kepuasan Pelanggan (1988) dalam Tjiptono (2012) kepuasan pelanggan merupakan respon pelanggan terhadap evaluasi Kepuasan konsumen sangatlah penting untuk persepsi atas perbedaan antara harapan awal mempertahankan loyalitas pelanggan, agar sebelum pembelian (atau standar kinerja lainnya) pelanggan tetap setia membeli produk atau jasa kita. Menurut Kamus Besar Bahasa Indonesia, Kepuasan 120 | Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis | Vol. 6, No. 2, Dec 2018, 119-134 | E-ISSN: 2548-9836 diartikan sebagai perasaan senang yang diperoleh 4. Motif emosional melalui pengorbanan. Lebih lanjut terdapat beberapa Suatu motif yang menyebabkan pemilihan yang Kepuasan pelanggan menurut para ahli lainnya berkaitan dengan perasaan individu atau sebagaimana dalam penelitian Oliver. Ia pengalaman masa lalu seseorang.Motivasi menjelaskan bahwa kepuasan pelanggan adalah emosional adalah motivsi yang dipengaruhi bagian dari pemasaran dan memainkan peran emosi berkaitan dengan perasaan, baik itu penting di dalam pasar Oliver (2007). keindahan, gengsi, atau
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