GDL

Analysis Of Consumer Loyalty To Modern Minimarket Retail (Case Study Of Alman Zalik Retail In Ciwaruga)

Tugas Akhir, 058 / 2017 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2018-02-23 08:25:03
Oleh : Roberto Mangatur Sitorus - 145211059
Dibuat : 2018-01-26, dengan 4 file

Keyword : communication mix, customer service, merchandise management, location, pricing, store design & display
Subjek : communication , customer service mix, merchandise management, location, pricing, store design & display

Penelitian ini dilakukan di salah satu ritel minimarket modern di Ciwaruga bernama minimarket Alman Zalik. Ritel ini menawarkan produk-produk yang ditujukan langsung ke konsumen akhir seperti peralatan rumah tangga, makanan dan minuman, serta obat-obatan yang dijual bebas dipasaran. Ritel Alman Zalik menerapkan sistem pembayaran dan mendesign layout ritel seperti kebanyakan ritel modern lainnya. Tujuan dari penelitian ini untuk menganalisis tingkat loyalitas konsumen kepada ritel minimarket Alman Zalik dengan memperhatikan enam dimensi dari retail mix yaitu merchandise management, customer service, pricing, location, store design & display, dan communication mix. Hasil dari penelitian ini, dapat diketahui bahwa dimensi merchandise management, pricing, dan location mendapatkan nilai baik dengan rata-rata 3,501 sedangkan dimensi customer service, store design & display, dan communicationXmix mendapat nilai cukup baik dengan rata-rata 3,229. Hal itu menunjukkan tingkat loyalitas konsumen kepada ritel minimarket Alman Zalik berada pada kategori cukup baik. Selanjutnya hasil dari uji beda untuk melihat perbedaan tingkat loyalitas berdasarkan gender, terdapat nilai yang signifikan yaitu 0,039 yang menunjukkan terdapat perbedaan tingkat loyalitas antara laki-laki dan perempuan.

Deskripsi Alternatif :

This research was conducted in one of modern mini minimarket in Ciwaruga named retail Alman Zalik. This retail offers products aimed directly at end-consumers such as household appliances, food and beverages, and over-the-counter medicines. Retail Alman Zalik applies payment systems and designs retail layouts like most other modern retailers. The purpose of this research is to analyzeXthe level of consumer loyalty to minimarket retailer Alman Zalik with pay attention to six dimensions of retail mix that is merchandise management, customer service, pricing, location, store design & display, and communication mix. The result of this research, it can be seen that merchandise management, pricing, and location dimension get good value with average 3,501 while customer service dimension, store design & display, and communication mix get good enough value with average 3,229. It shows the level of consumer loyalty to retail minimarket Alman Zalik is in the category quite well. Furthermore, the result of different test to see the difference of loyalty level based on gender, there is significant value that is 0,039 which shows there is difference of loyalty level between man and woman.

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Properti	Nilai Properti
ID Publisher	JBPTPPOLBAN
Organisasi
Nama Kontak	Erlin Arvelina
Alamat	Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
Kota	Bandung
Daerah	Jawa Barat
Negara	Indonesia
Telepon	022 201 3789 ext. 168, 169, 239
Fax	022 201 3889
E-mail Administrator	erlin.arvelina@polban.ac.id
E-mail CKO	erlin.arvelina@polban.ac.id