Pengaruh Layanan karyawan, Harga, Promosi, Place, Kenyamanan, Cost, Time, Variety Seeking terhadap Switching Intention dan Variabel Mediasi pada inimarket Minimarket (Studi pada Indomaret dan Alfamart

Yulisetiarini, Diah (2013) Pengaruh Layanan karyawan, Harga, Promosi, Place, Kenyamanan, Cost, Time, Variety Seeking terhadap Switching Intention dan Variabel Mediasi pada inimarket Minimarket (Studi pada Indomaret dan Alfamart. Doctor thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan menganalisis dan menguji pengaruh layanan karyawan, harga, promosi, place, kenyamanan terhadap kepuasan pelanggan; menganalisis dan menguji pengaruh biaya dan waktu terhadap hambatan berpindah/switching barrier; menganalisis dan menguji pengaruh kepuasan pelanggan terhadap switching intention; menganalis dan menguji pengaruh switching barrier terhadap switching intention; menganalisis dan menguji pengaruh variety seeking behaviour terhadap switching intention. Populasi penelitian ini adalah konsumen yang pernah melakukan transaksi belanja pada bisnis ritel minimarket di Kabupaten Jember meliputi Indomaret dan Alfamart serta bersifat infinit (tidak terbatas). Sampel adalah sebagian pelanggan yang pernah melakukan transaksi belanja pada bisnis ritel minimarket meliputi Indomaret dan Alfamart di Kabupaten Jember dengan menggunakan metode nonprobability sampling, yaitu dengan metode purposive sampling (sampel bertujuan). Sampel penelitian berjumlah 200 pelanggan Indomaret dan Alfamart. Teknik pengumpulan data dengan cara wawancara dengan menggunakan kuesioner. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) berbasis variance dengan teknik/program Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa layanan karyawan, harga, promosi, place berpengaruh terhadap kepuasan pelanggan, kecuali kenyamanan berpengaruh positif tidak signifikan terhadap kepuasan artinya, berapapun nilai kenyamanan, tidak akan mengakibatkan tinggi rendahnya nilai kepuasan pelanggan dan switching barrier berpengaruh negatif signifikan terhadap switching intention. Variety seeking berpengaruh tidak signifikan terhadap switching intention artinya berapapun nilai variety seeking tidak kan mengakibatkan tinggi rendahnya switching intention. Temuan penelitian variabel kenyamanan tidak signifikan berpengaruh terhadap kepuasan pelanggan dan variabel variety seeking tidak signifikan berpengaruh terhadap switching intention.

English Abstract

This study is intended to analyze and to examine (1) the influence of employees` services, price, promotion, place, and convenienity toward the customers` satisfaction; (2) the effect of cost and time towards switching barrier; (3) the effect of customer satisfaction towards switching intention; (4) the effect of switching barrier towards switching intention; and (5) the effect of variety seeking behavior towards switching intention. The population of this research is the customers who have transaction in Indomaret and Alfamart retail businesses in Jember regency. The sample was taken by using non-probability sampling method, that is the purposive sampling method and the number reached 200 customers of Alfamart and Indomaret. To collect the data, the researcher used interviews and questionnaires. The data was analysed by using Structural Equation Modeling (SEM) with variance-based techniques and Partial Least Square (PLS) program. The results of this study showed that the employees` service, price, promotion, and place affect the customers satisfaction. It means that every factor had significant positive effect on satisfaction. Convenience factor, however, showed insignificant positive effect towards satisfaction. It means that the value of convenienity will not affect the value of customers satisfaction. The switching barrier showed negative significant effects towards switching intention. Meanwhile, the variety seeking behavior showed insignificant positive effect towards switching intention. It means that there is no direct impact on the switching intention regardless the variety of seeking. The findings of this study is that the variable did not significantly affect the convenienity of the customer satisfaction and variety seeking variable is not significant effect on switching intention

Item Type: Thesis (Doctor)
Identification Number: DES/658.812/YUL/p/061302625
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis
Depositing User: Budi Wahyono Wahyono
Date Deposited: 28 Apr 2014 11:32
Last Modified: 28 Apr 2014 11:32
URI: http://repository.ub.ac.id/id/eprint/161301
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