Pengaruh motivasi belanja dan atribut toko pada kepuasan pelanggan Matahari Supermarket Cilandak Town Square

TUNGGAESTI, Dea, Bayu Sutikno, SE.,MSM

2007 | Tesis | Magister Manajemen

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari shopping motives dan store attributes pada shopping satisfaction pelanggan Matahari Cilandak Town Square. Shopping motives terdiri atas 3 elemen yaitu socialization, diversion dan utilitarian, sedangkan store attributes terdiri atas 5 elemen yaitu facility convenience, service convenience, congestion inconvenience, neat/spacious atmosphere dan price competitiveness. Hasil yang diperoleh menunjukan bahwa terdapat pengaruh positif dari shopping motives serta ketiga elemen shopping motives terhadap shopping satisfaction. Sedangkan store attributes dan keempat elemen store attributes kecuali congestion inconvenience berpengaruh positif pada shopping satisfaction. Satu-satunya elemen yang berpengaruh negatif pada kepuasan pelanggan adalah congestion inconvenience. Penelitian ini didasarkan pada penelitian sebelumnya yang dilakukan oleh Jin dan Kim, selanjutnya melalui pengalaman langsung diperoleh pengaruh motivasi belanja pelanggan dan atribut toko pada kepuasan pelanggan. Pengamatan dilakukan dengan menggunakan kuesioner yang didapat dari 100 responden yang berbelanja di Matahari Supermarket Cilandak Town Square. Pengukuran kepuasan pelangggan dilakukan dengan melakukan uji statistik dengan bantuan program software SPSS 12.0. Pengujian yang dilakukan berupa uji reliabilitas, validitas, asumsi klasik, dengan tujuan mendapatkan hasil regresi yang berguna bagi pengujian hipotesis. Koefisien hasil uji regresi shopping motives dan store attributes pada shopping satisfaction ditetukan oleh besarnya koefisien beta sebesar 0,420 untuk shopping motives dan 0.442 untuk store attributes. Nilai koefisien regresi untuk variable independen lainnya, socialization (0.190), diversion (0.253) utilitarian (0.137), facility convenience (0.154), service convenience (0.198), congestion inconvenience (-0.219), neat/spacious atmosphere (0.199) dan price competitiveness (0.197).

The objective of this research is to know the effects of shopping motives and store attributes to shopping satisfaction of the customers Matahari Supermarket Cilandak Town Square. Shopping motives consist of 3 elements which are socialization, diversion and utilitarian, while store attributes consist of 5 elements which are facility convenience, service convenience, congestion inconvenience, neat/spacious atmosphere and price competitiveness. The result shows that there are positive influence between shopping motives and the third elements of shopping motives to shopping satisfaction. While store attributes and the fourth elements of store attributes other than congestion inconvenience shows positive influence to shopping satisfaction. The only element that influence negatively to shopping satisfaction is congestion inconvenience. This research based on the previous research made by Jin and Kim, then thru direct experience get the result of the effects of shopping motives and store attributes to shopping satisfaction. The observation was taken by using questioner from 100 respondents who shop in the Matahari Supermarket Cilandak Town Square. The measuremnet of the customer satisfaction did by the stastistical test with the software SPSS 12.0. The test are included the reliability test, validity test, classic asumption, to get the result from the regression test, which is useful to the hypotetical test. The coeficient regression of shopping motives and store attributes to shopping satisfaction was seen in the value of beta coeficient 0,420 for shopping motives and 0,442 for store attributes. The regression coeficient for others independent, , socialization (0.190), diversion (0.253) utilitarian (0.137), facility convenience (0.154), service convenience (0.198), congestion inconvenience (-0.219), neat/spacious atmosphere (0.199) and price competitiveness (0.197).

Kata Kunci : Kepuasan Pelanggan,Motivasi dan Atribut Toko, shopping motives, store attributes, shopping satisfaction