Analisis pengaruh in-store shopping experience terhadap customer satisfaction dalam membentuk revisiting intention pada maju bersama Medan dan toko agus Medan = analyzing the influence of in–store shopping experience towards customer satisfaction in shaping revisiting intention in pasar swalayan maju bersama Medan And toko agus Medan

Thonora, Billie Ewaldo (2022) Analisis pengaruh in-store shopping experience terhadap customer satisfaction dalam membentuk revisiting intention pada maju bersama Medan dan toko agus Medan = analyzing the influence of in–store shopping experience towards customer satisfaction in shaping revisiting intention in pasar swalayan maju bersama Medan And toko agus Medan. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dalam menjalankan perannya menyediakan barang-barang kebutuhan pokok, penyedia barang kebutuhan pokok dibedakan menjadi dua jenis, yaitu pasar tradisional dan pasar swalayan, yang dapat dibedakan dari jenis fasilitas yang ditawarkan. Namun, terdapat perbedaan dalam meningkatkan customer satisfaction dari pelanggan di pasar tradisional maupun pasar swalayan. Meskipun terdapat perbedaan dalam pengelolaan, in-store shopping experience atau pengalaman berbelanja di dalam toko berperan penting dalam membentuk kepuasan pelanggan. Tujuan dari penelitian ini untuk menganalisis, mengevaluasi, dan mengukur pengaruh dari pengalaman berbelanja terhadap kepuasan pelanggan di Pasar Swalayan Maju Bersama Medan dan Toko Agus Medan dalam membentuk keinginan berbelanja kembali. Data penelitian ini kemudian dikumpulkan dari 155 pelanggan Pasar Swalayan 0Maju Bersama Medan dan 155 pelanggan Toko Agus Medan untuk dianalisis. Hasil penelitian ini menunjukkan, bahwa keinginan untuk berbelanja kembali dapat dijelaskan oleh kepuasan pelanggan sebesar 68,9% di Pasar Swalayan Maju Bersama Medan dan 67,3% di Toko Agus Medan. Hasil dari penelitian ini juga menunjukkan bahwa ada pengaruh signifikan dari pengalaman berbelanja terhadap kepuasan pelanggan, dimana kepuasan pelanggan memiliki pengaruh signifikan terhadap keinginan untuk kembali berbelanja di Pasar Swalayan Maju Bersama Medan dan Toko Agus Medan. Namun, faktor-faktor dari pengalaman berbelanja yang paling berpengaruh terhadap kepuasan pelanggan di Pasar Swalayan Maju Bersama Medan adalah interaksi dengan staf, yang diikuti oleh harga produk, variasi produk, emosi yang dibentuk di dalam toko, dan lingkungan di dalam toko, dimana faktor keberadaan dan interaksi dengan pelanggan lain memiliki pengaruh positif yang tidak signifikan terhadap kepuasan pelanggan. Sedangkan faktor-faktor dari pengalaman berbelanja yang paling berpengaruh terhadap kepuasan pelanggan di Toko Agus Medan adalah harga produk, interaksi antarpelanggan, variasi produk, dan interaksi dengan staf./While running the role of providing the daily needs, there are two types of daily needs suppliers, traditional market and retail market, which can be differentiated through the facilities provided. Besides of facilities provided, there are differences in ways of improving the customer satisfaction of traditional market and retail market. Although there are differences in the management of each type of market, in-store shopping experiences still played the most important part in shaping the customer satisfaction. This study aims to analyze, evaluate, and measure the influence of in-store shopping experience towards customer satisfaction in shaping revisiting intention in Pasar Swalayan Maju Bersama Medan and Toko Agus Medan. The research data are collected from 155 customers of Pasar Swalayan Maju Bersama Medan and 155 customers of Toko Agus Medan to be analyzed. The results showed that the revisiting intention can be explained by customer satisfaction as much as 68,9% in Pasar Swalayan Maju Bersama Medan and 67,3% in Toko Agus Medan. The results also showed that there is a significant influences of in-store shopping experience towards customer satisfaction, where customer satisfaction has a significant influence towards revisiting intention in both Pasar Swalayan Maju Bersama Medan and Toko Agus Medan. However, the dimensions of in-store shopping experience that played the most important role towards customer satisfaction in Pasar Swalayan Maju Bersama Medan are interaction with staff, then followed by merchandise value, merchandise variety, in-store emotions, and internal shop environment, while presence and interaction with other customers play a positive but not significant influence towards customer satisfaction. However, the dimensions of in-store shopping experience that played the most important role towards customer satisfaction in Toko Agus Medan are merchandise value, presence and interaction with other customers, merchandise variety, and interaction with staff, while internal shop environment and in-store emotions played a positive but not significant influences towards customer satisfaction.

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