Perbandingan Pengaruh Retailing Mix Terhadap Kepuasan Konsumen Dalam Berbelanja Di Minimarket Dan Toko

Abstract

Minimarkets and shops sell items of daily needs; customers buy these items a
lot. Retailers have to decide retailing mix regularly. If retailing mix is not applied
customers find it unsatisfactory and buy necessary items somewhere else. The
objectives of this research were to identify the influence of location, services, products,
prices, atmosphere, employees, and promotion of (1) minimarkets on consumers’
satisfaction, (2) of shops on their customers’ satisfaction, and their differences,
simultaneously or partially.
One hundred and sixty respondents for this research answered the
questionnaires. The sample was selected by purposive sampling. The data was analyzed
using Chow Test and Multiple Linier Regression with the help of SPSS for Windows
Program.
The research results show that (1) retailing mix had significant and positive
influence on the customers’ satisfaction at the minimarkets, but partially not all subvariables
played the roles. The sub-variables of retailing mix which significantly and
positively influenced and such satisfaction were services, atmosphere and employees,
(2) retailing mix had significant and positive influence on the customers’ satisfaction at
the shops, but partially not all sub-variables played the roles. The sub-variables of
retailing mix which significantly and positively influenced such satisfaction were
location, employees, and promotion, and (3) there was not a significant difference in the
influence of location, services, products, prices, atmosphere, employees, and promotion
on the customers’ satisfaction of the minimarkets and the shops.
Key words: retailing mix, customers’ satisfaction, minimarket, and store.