Kristanti, Novia Ayu (2012) Identifikasi service quality Hypermart di Surabaya dan pengaruhnya terhadap perilaku pengunjung menggunakan model retail Retail Service Quality Scale (RSQS). Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Hypermarket merupakah salah satu kategori modern retail di Indonesia yang
mengalami perkembangan dari tahun ke tahun. Pemain baru dalam bisnis ritel
hypermarket terus bertambah sehingga para retailer harus memikirkan cara agar tetap
dapat bersaing. Service quality dipercaya sebagai suatu aspek yang memiliki
pengaruh yang besar terhadap keputusan konsumen untuk menentukan hypermarket
yang akan dikunjungi, direkomendasi dan dipilih sebagai tempat untuk melakukan
pembelian. Hypemarket yang dipilih adalah hypermart yang berada di Surabaya.
Penelitian ini bertujuan untuk mengetahui kualitas layanan Hypermart saat ini
karena melihat adanya beberapa keluhan konsumen yang muncul di suatu media.
Selain itu, peneliti juga ingin mengetahui apakah model Retail Service Quality Scale
(RSQS) yang dikembangkan oleh Dabholkar et al. (1996) dapat diterapkan untuk
mengukur kualitas layanan hypermarket yang berada di Indonesia, khususnya
Surabaya dan melihat adakah pengaruh kualitas layanan terhadap perilaku konsumen
di masa depan yaitu intention to visit, intention to recommend dan intention to
purchase. Dimensi yang dinilai oleh model RSQS adalah physical aspects, reliability,
personal interaction, problem solving dan policy.
Pengumpulan data dilakukan dengan survei kuesioner kepada 210 responden
yang sedang berkunjung di Hypermart dan responden yang melakukan kunjungan
dalam satu minggu terakhir. Data diolah dengan menggunakan statistik deskriptif dan
analisis multivariate antara lain confirmatory factor analysis dengan partial
disaggregation, convergent validity, discriminant validity dan criterion-related
validity. Hasil penelitian menunjukkan bahwa secara keseluruhan dimensi kualitas
layanan yang dimiliki oleh Hypermart baik dan pengunjung setuju untuk terus
melakukan kunjungan, rekomendasi dan pembelian di Hypermart. Model Retail
Service Quality Scale dapat diterapkan untuk mengukur kualitas layanan hypermarket
di Surabaya. Hasil penelitian juga menunjukkan bahwa kelima dimensi. Model RSQS
memiliki pengaruh yang kuat terhadap perilaku konsumen di masa depan. / Hypermart is one of modern retail category in Indonesia that has steady
growth year by year. There are many new comers in this retail business setting.
Consequently, the retailers today must differentiate themselves than the competitor.
Service quality is accepted as an aspect that has big influences for customer decision
to choose a hypermarket. That influences the consumption behavior in terms of the
customer’s intention to visit, intention to recommend this store and intention to make
purchases of this store’s merchandise in future.
The purpose of this research is to identify the service quality of Hypermart
nowadays. The researcher finds consumer’s complaint in some media about the
services that Hypermart offered. The researcher also wants to identify that the RSQS
model developed by Dabholkar et al. (1996) is applicable for measuring retail service
quality in the Indonesian business setting, specifically in the context of hypermarket
stores. Furthermore, this research is purposed to identify the correlation between
service quality and future consumption behavior. RSQS model has five basic
dimensions such as physical aspects, reliability, personal interaction, problem
solving and policy.
Data were collected by using questionnaires survey. These questionnaires
distributed out to 210 respondents who were visiting the store or visited the stores at
last seven days. To test the model, researcher used descriptive statistic and
multivariate analysis. Researcher employed confirmatory factor analysis with partial
disaggregation, convergent validity, discriminant validity dan criterion-related
validity. This research found that the service qualities of overall dimension are good
and customers agree to visit, recommend the store and make purchases in future.
Retail Service Quality Scale model is highly suited for measuring service quality of
Hypermart in Surabaya. This research also found that all five basic dimensions are
strongly correlated with future consumption behavior.
Item Type: | Thesis (Bachelor) |
---|---|
Creators: | Creators NIM Email ORCID Kristanti, Novia Ayu NIM03320090008 UNSPECIFIED UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Runtuk, Johan Krisnanto UNSPECIFIED UNSPECIFIED Thesis advisor Sari H., Lusia Permata UNSPECIFIED UNSPECIFIED |
Subjects: | T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Faculty of Science and Technology > Industrial Engineering Current > Faculty/School - UPH Surabaya > Faculty of Science and Technology > Industrial Engineering |
Depositing User: | Rafael Rudy |
Date Deposited: | 25 Jan 2024 04:45 |
Last Modified: | 25 Jan 2024 04:45 |
URI: | http://repository.uph.edu/id/eprint/60498 |