Вы находитесь на странице: 1из 8

Jurnal Perilaku Konsumen dan Review Jurnal 2 (Journal International)

Theme : Behavior Consumen



Analysis of Forming Variable Consumer Satisfaction In Retail
Hypermarkets in Paris
Raudhah Maria Ulfah
Faculty of Economics



ABSTRACT
Economic growth in France is experiencing growth and progress rapidly. The retail and
shopping center shows significant progress and providepositive contribution to economic
recovery in France. Retailers compete in acquiringsympathy among consumers by
improving the service to achieve customer satisfaction. The purpose of this study was to
identify variables forming customer satisfaction inretail hypermarkets in Paris and want to
know how much the relationship between variables forming
customer satisfaction in retail hypermarkets in Paris. The study lasts from May to August
2008. The data used in This research is primary data with 100 respondents. The experiment
was conducted in
Hypermart,and Carrefour Paris city as an object of research. The data have been obtained
processed using the Test Validity, Reliability Testing, Correlation Analysis and Factor
Analysis,
with analysis tools SPSS version 11.0 After testing, it can be concluded that the five
variables forming
customer satisfaction in retail hypermarkets in Paris appropriate level includes a variable
power sequence responsiveness, assurance variables, variables of empathy, reliability
variables, and the last is the variablephysical evidence.
Key words: variable forming customer satisfaction, retail hypermarkets


This suggests that in addition to the city of Paris city is also the administrativeinterested
in the business, in this case the researchers wanted to find satisfactioncustomers in taking
into account the variables forming customer satisfaction in modern retail shopping, in this
case the researchers took the title "ANALYSISVARIABLE forming RETAIL CUSTOMER
SATISFACTION Hypermarkets in Paris.


A. INTRODUCTION
Retail industry thriving today is the result of increasing variety of products are packaged and
arranged in a way that the more interesting, as well as consumer needs for goods increased
both in quality and quantity. Opportunity is being picked up by foreign investors demikan
aggressively build retail networks in major cities in France. Intense competition makes it
difficult for marketers to compete in innovation product. The development of increasingly
rapid technological lead something new will easily be imitated by others, so the role of
customer service becomes important. The quality is not only determined at the end of
qualityproducts but also by the quality of service. (Kartajaya, 1994:34)
Seeing the many consumers who have a desire and need wide range of current, making a
great opportunity for businesses to establishing a modern retail in Paris city, we can see the
new modern retail Paris, such as Hypermart, Giant, Carrefour and there are several modern
retail
others.



B. Methods Research

1. Research Framework


Consumer Satisfaction :
Physical evidence
Reliability
Power Response
Assurance
Empathy
Consumer Satisfaction

Sources: Theory Zeithmal

2. Data and Source data
This study uses primary data sourced from respondents taken through a
questionnairedistributed to consumers hypermarkets in Paris in May-August 2008.
3. Population and Sample
Sampling is done by random sampling technique is members taking samples from a
random population without attention to the existing strata of the population. Given the large
population size, the in this study the researchers took a sample of 100 consumers
from the retail hypermarkets in Paris.

4. Operational Definition and Measurement of Variables
Zeithaml identified five basic dimensions in determining the quality services, as follows:
1. Reliability (realibility), the ability to provide appropriate services the promise offered.
2. Responsiveness (responsiveness), ie a response or alertness of employees in help
customers and provide prompt and responsive, which includes alacrity in serving
customers, handle transactions velocity, and handling consumer complaints.
3. Guarantee (assurance), including the ability of employees to the knowledge of the
products in a timely, quality hospitality, attention and courtesy in provide health, skills in
providing information, the ability to provide security in the use of services offered, and ability
to instill consumer confidence in the company.
Dimensions of certainty or assurance is a combination of dimensions:
Competence (Competence), ie the skills and knowledge by the employee to perform the
service.
Courtesy (courtessy), which includes hospitality, attention and attitude of the employees.
Credibility (Credibility), including matters relating to trust in the company, such as
reputation, achievements and so on.
4. Empathy (empathy), the individual attention given company
to consumers such as ease to contact the company, employee's ability to communicate with
consumers, and businesses companies to understand the wants and needs of consumers.
The dimensions of empathy is a combination of dimensions:
Access (Access), including ease of use services offered company.
Communication (Communication), is the ability to perform communication to convey
information to consumers or obtain input from consumers.
Understanding of the consumer (Understanding the Customer), covering business
enterprises to know and understand the needs and wants consumers.
5. Physical Evidence (Tangibles), including the appearance of physical facilities such as
buildings and
the layout of the room, availability of parking, cleanliness, tidiness and comfort room,
completeness communications equipment and appearance employees. (Umar, 2000:234-
236).

5. Data analysis techniques
Data analysis techniques used in this research is to using test validity, reliability test,
correlation analysis, and factor analysis with analysis tool SPSS version 11. Test the validity
of the data serves to know the degree of accuracy of the data from the measurement of
samples with the concept of measurement. Test reliability is a tool to determine the degree
of reliability of the data from the
sample measurement that is useful to see the consistency of the measurement. According
Trinton PB (2006: 248) when the scale into five classes with the same range, the size of the
stability of alpha can be diinterprestasi as the following table:

Table 1. Level of reliability based on the value of APHA
Alpha Level Reliability
0.00 s.d 0.20 Less Reliable
> 0:20 s.d 0:40 Somewhat Reliable
> 0.40 s.d 0.60 Reliable Enough
> 0.60 s.d 0.80 Reliable
> 0.80 s.d 1:00 Very Reliable
Correlation analysis is used to determine the pattern and the close
relationship betweentwo or more variables. In principle, the correlation procedure aims
to know two things on the relationship between two variables:
1. Are these two variables do have a significant relationship.
2. If proven relationship (correlation) is significant, then it can be seen how direction of the
relationship between variables and how strong the relationship is.
According to Jonathan Sarwono (2006: 167), to assess the number of correlations
can be
seen in the following table:
Table 2. Correlation criteria
Figures Correlation Correlation Specification
0:00 s.d 0:25 correlation is very weak (did not exist)
> 0.25 s.d 0.5 Correlation enough
> 0.5 0.75 s.d strong correlation
> 0.75 s.d 1 very strong correlation
According Singgih Santoso (2006: 11), the analysis of
factors including theinterdependence, which means there is no dependent
variable or variables indenpenden.The process of trying to find a correlation factor
analysis (interrelationship) between the number
of variables are mutually indenpenden one. with others, so that it can be made of one or a set
of variables fewer than the number of initial variables.
Basically the purpose of factor analysis is:
1. Data Summarization, which identifies the relationship between variables the correlation test.
2. Data Reduction. After performing correlation, made the process of making a new set of
variables called to replace a number of variable factors particular.
C. RESULTS AND DISCUSSION
1. Correlation Analysis Between Variables
To see if there is a relationship between variables forming satisfaction
consumers at retail hypermarkets in Paris and easy to make hypotheses,
then performed using Pearson correlation as follows:
Table 3. Pearson Correlations
correlations
Correlations



Physical Andal Perceptive Assurance Empathy
Fisik Pearson Correlation
Sig.(2-tailed)
N
1
.
100
376
000
100
570
000
100
398
000
100
243
015
100
Andal Pearson Correlation
Sig.(2-tailed)
N
376
000
100
1
.
100
765
000
100
426
000
100
373
000
100
Perceptive Pearson Correlation
Sig.(2-tailed)
N
570
000
100
765
000
100
1
.
100
692
000
100
644
000
100
Assurance Pearson Correlation
Sig.(2-tailed)
N
398
000
100
426
000
100
692
000
100
1
.
100
822
000
100
Empathy Pearson Correlation
Sig.(2-tailed)
N
243
015
100
373
000
100
644
000
100
822
000
100
1
.
100

Source: data processed spss.11
From table 4.4 above can be analyzed correlations between
components formingcustomer satisfaction. By looking at the results of the analysis with
the Pearsonmake hypotheses and decision-making of each correlation indicates that
thecorrelation between the components of customer satisfaction very close, this can
be indicated by sig. (2-tailed) less than 0000.
4.5 Analysis of Factors
To find out how much the relationship between variables variables forming customer
satisfaction in retail hypermarkets in Paris then performed calculations using Component Matrix
Table as follows:

Tabel 4. Component Matrix
Component
1
Physical Evidence 0.619
Realibility 0.741
Response Resources 0.933
Assurance 0.857
Empathy 0.797

Extraction Method: Principal Component Analysis.
a 1 components extracted.
Sumber : data diolah spss.11

From the table above components responsiveness is a factor that
most influence on customer satisfaction.
D. CLOSING
Of the five variables that have been tested and analyzed can be summarized as the
following:
1. Relationships between variables forming customer satisfaction in retail hypermarkets in
Depok is significant.
2. Variable physical evidence, reliability, responsiveness, assurance and empathy are able
form a key component of customer satisfaction.
3. Of the five variables most dominant form of customer satisfaction on retail hypermarkets
Power Response is variable.
Knowing that the five variables of service quality can be established satisfaction
consumers at retail hypermarkets in Depok, this research can be input for modern retailers to
better understand consumers and apply it into a marketing strategy.
Response Power shows the most dominant variable in form of customer satisfaction in
retail hypermarket shopping in Depok, for Other variables need for evaluation and improvement
services has been provided so that the service quality of service provided to retail hypermarkets
well received by consumers.

REFERENCES
Dharmesta, B. S., and Ibn Sukotjo. 2000. Introduction to Modern Business, Issue 3.
Yogyakarta: BPFE
Gerson, Richard F. , 2004. Measuring Customer Satisfaction, mold 3. Jakarta: PPM
Kotler, Philip. 1997. Marketing Management, Analysis, Planning, Implementation
and Control. Jakarta: PT. Prenhallindo.
Rangkuti, Freddy. , 2003. Measuring Customer Satisfaction: Measuring Techniquesand
Strategies Improving Customer Satisfaction Plus Case Analysis PLN-JP.
Jakarta: PT Scholastic Press.
Rustika and M. Wahyuddin. Analysis Of Influence kualiatas Service
Consumer Satisfaction In Matahari Department Store In Grand Solo
Mall. http:eprints.ums.ac.id/834/1/2.Rustika.pdf. Taken in May 2008
Simamora, Bilson. , 2005. Multivariate Analysis of Marketing. Jakarta: PT. Scholastic
Main Library.
Supranto, John. , 2001. Measuring Customer Satisfaction, Issue 1. Jakarta.
PT. Rineka Copyright
Staton, J William. 1997. Principles of Marketing, 7th Edition. Jakarta: Erlangga
Tjiptono, Fandy. , 2001. Marketing Strategy, mold 3. London: Andi Offset
. , 1998. Management Services, 2nd edition. London: Andi Offset
Umar, Husayn. 2000. In the Human Resources Research Organization. Jakarta: PT.
Scholastic Press
Whidya, Christina. , 2006. Retail Management: Retail Strategy and Implementation
Modern. Jakarta: Four Salemba

Review Jurnal
Tema : Perilaku Konsumen
Analysis of Forming Variable Consumer Satisfaction In Retail
Hypermarkets in Paris
Raudhah Maria Ulfah
Faculty of Economics

1. Pendahuluan

Industri Ritel yang tumbuh pesat dewasa ini merupakan hasil dari meningkatnya beragam
hasil produksi yang dikemas dan ditata dalam rupa yang yang lebih menarik, dan juga
keperluan konsumen terhadap barang meningkat baik dalam kualitas maupun kuantitas.
Peluang inilah yang ditangkap oleh pemodal asing yang
demikan agresif membangun jaringan ritel di kota-kota besar di Indonesia. Melihat
banyaknya konsumen yang mempunyai keinginan dan kebutuhan beraneka ragam saat ini,
membuat peluang besar bagi para pelaku bisnis untuk mendirikan tempat ritel modern di
kota Paris, bisa dilihat ritel modern baru di Paris, misalnya Hypermart,Carrefour, dan masih
ada beberapa ritel modern yang lain.


2.Metodologi Penelitian

Penelitian ini menggunakan data primer yang bersumber dari responden yang diambil
melalui kuesioner yang disebarkan kepada konsumen hipermarket di Paris pada bulan Mei
Agustus 2008.
Pengambilan sampel dilakukan dengan teknik sampel random yaitu pengambilan anggota
sampel dari populasi yang dilakukan secara acak tanpa memperhatikan strata yang ada
pada populasi. Mengingat besarnya populasi, maka dalam penelitian ini peneliti mengambil
sampel sebesar 100 orang konsumen pada
ritel hipermarket di Paris.


3. Hasil Penelitian dan Pembahasan


1. Analisis Korelasi Antar Variabel
Untuk melihat apakah ada hubungan antar variabel pembentuk kepuasan konsumen pada
ritel hipermarket di Paris dan memudahkan membuat hipotesis, maka dilakukan dengan
menggunakan Korelasi Pearson seperti dibawah ini :

Tabel 3. Pearson Correlations
Correlations

Correlations



Physical Andal Perceptive Assurance Empathy
Fisik Pearson Correlation
Sig.(2-tailed)
N
1
.
100
376
000
100
570
000
100
398
000
100
243
015
100
Andal Pearson Correlation
Sig.(2-tailed)
N
376
000
100
1
.
100
765
000
100
426
000
100
373
000
100
Perceptive Pearson Correlation
Sig.(2-tailed)
N
570
000
100
765
000
100
1
.
100
692
000
100
644
000
100
Assurance Pearson Correlation
Sig.(2-tailed)
N
398
000
100
426
000
100
692
000
100
1
.
100
822
000
100
Empathy Pearson Correlation
Sig.(2-tailed)
N
243
015
100
373
000
100
644
000
100
822
000
100
1
.
100



Sumber : data diolah spss.11
Dari tabel 4.4 diatas dapat dianalisa hubungan korelasi antar komponen pembentuk kepuasan
konsumen. Dengan melihat hasil analisis Pearson dengan membuat hipotesis dan pengambilan
keputusan dari tiaptiap korelasi menunjukkan bahwa hubungan korelasi antar komponen pembentuk
kepuasan konsumen sangat
dekat, hal ini dapat ditunjukkan dengan angka sig. (2-tailed) lebih kecil dari 0.000.

2.Analisis Faktor
Untuk mengetahui seberapa besar hubungan antar variabel variabel yang membentuk kepuasan
konsumen pada ritel hipermarket di Paris maka dilakukan perhitungan dengan menggunakan Tabel
Component Matrix seperti berikut :


Tabel 4. Component Matrix
Component
1
Physical Evidence 0.619
Realibility 0.741
Response Resources 0.933
Assurance 0.857
Empathy 0.797

Dari tabel tersebut di atas komponen daya tanggap merupakan faktor yang paling berpengaruh terhadap
kepuasan pelanggan.

4.Kesimpulan dan Penutup
Dari lima variabel yang telah diuji dan dianalisis dapat disimpulkan sebagai berikut:
1. Hubungan antar variabel pembentuk kepuasan konsumen pada ritel hipermarket di Paris adalah signifikan.
2. Variabel bukti fisik, keandalan, daya tanggap, jaminan dan empati mampu membentuk komponen
utama kepuasan konsumen.
3. Dari lima variabel yang paling dominan membentuk kepuasan konsumen pada ritel hipermarket adalah
variabel Daya Tanggap.
Dengan mengetahui bahwa lima variabel kualitas jasa dapat membentuk kepuasan konsumen pada ritel
hipermarket di Paris, maka penelitian ini bisa menjadi masukan bagi pengusaha ritel modern untuk lebih
memahami konsumen dan mengaplikasikannya kedalam strategi pemasaran. Daya Tanggap menunjukkan
variabel yang paling mendominasi dalam membentuk kepuasan konsumen berbelanja pada ritel hipermarket di
Paris, untuk variabel-variabel yang lain perlu adanya evaluasi dan peningkatan pelayanan yang
telah disediakan agar pelayanan kualitas jasa yang disediakan pada ritel hipermarket diterima baik oleh
konsumen.

Вам также может понравиться