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THE ANALYSIS OF RETAIL MARKETING MIX EFFECTS TOWARD CUSTOMER SATISFACTION (A Survey of SB Mart Customers in Bukit Sawangan Indah Housing) By : Firas Azhari 109081100013 MANAGEMENT DEPARTEMENT INTERNATIONAL CLASS FACULTY OF ECONOMICS AND BUSINESS SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY JAKARTA 2014/2015

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THE ANALYSIS OF RETAIL MARKETING MIX EFFECTS

TOWARD CUSTOMER SATISFACTION (A Survey of SB Mart Customers in Bukit Sawangan Indah Housing)

By :

Firas Azhari

109081100013

MANAGEMENT DEPARTEMENT

INTERNATIONAL CLASS

FACULTY OF ECONOMICS AND BUSINESS

SYARIF HIDAYATULLAH STATE ISLAMIC UNIVERSITY

JAKARTA

2014/2015

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CURRICULUM VITAE

PERSONAL DATA

Name : Firas Azhari

Sex : Male

Place and Date of Birth : Bandung, October 16th

1991

Religion : Muslim

Marital Status : Single

Height/Weight : 168 cm/50kg

Citizenship : Indonesia

Address : Perum. Bukit Sawangan Indah Blok D13/16

Bojongsari Depok 16518

Email : [email protected]

Telephone Numbers : 085780905918

FORMAL EDUCATION BACKGROUND

1997 – 2003 01 Elementary School, Parung (SDN 01)

2003 – 2006 14 Junior High School, Depok (SMPN 14)

2006 – 2009 5 Senior High School, Depok (SMAN 5)

2009 – 2013 Faculty of Economy and Business (International

Marketing Management), Syarif Hidayatullah State

Islamic University (UIN), Jakarta

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NON-FORMAL EDUCATION BACKGROUND

May-June 2005 Adobe Photoshop Course at LPIA Pondok Cabe -

Tanggerang Selatan

September- October 2009 English Conversation Course at EF Cinere-Depok

2010 English Grammar Course at ILP Cinere-Depok

2011 English Writing Course at NZEC Cinere-Depok

ORGANIZATIONS EXPERIENCE

2006 Member of Islamic Organization “ROHIS” at 5

Senior High School in Depok

2011 Comitte of Orientation Day for New College

Students at Jakarta Syarif Hidayatullah State Islamic

University

SEMINAR AND COMPETITION

2010 Marketing Plan Competition S1 Prasetiya Mulya

2011 Entepreneur Workshop and Training “Mastermind”

at Economic Faculty of University of Indonesia

2011 Seminar of “How to be a Successful

Creativepreneur” at Mathematics and Sciences

Faculty of Indonesian University

2012 Workshop and Seminar ADM Fair at Japanese

Study Center Indonesian University

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WORK EXPERIENCE

2011 Marketing and Sales at Keripik Jurig (Family

Business)

2012 Marketing and Sales at Al-Barokah Regency

Ciputat (Internship)

2012 Surveyor at PT. Puskotling Indonesia

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ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh retail marketing mix

terhadap kepuasan pelanggan SB Mart Bukit Sawangan Indah. Metode

convenience sampling telah dipilih untuk memperoleh data dalam penelitian ini.

Penelitian ini menggunakan 100 responden dan keseluruhan responden adalah

pelanggan SB Mart Bukit Sawangan Indah yang berbelanja di SB Mart Bukit

Sawangan Indah dengan minimal umur 17 tahun.

Metode analisis yang digunakan adalah multiple linier regression. Hasil

penelitian menunjukan bahwa customer service, store design and display,

communication mix, location, merchandise assortment, dan pricing berpengaruh

secara simultan terhadap customer satisfaction. Secara parsial customer service,

merchandise assortment, dan pricing berpengaruh signifikan terhadap customer

satisfaction sedangkan store design and display, communication mix,dan location

tidak berpengaruh signifikan terhadap customer satisfaction.

Kata kunci: Retail Marketing Mix, Customer Service, Store Design and Display,

Communication Mix, Location, Merchandise Assortment, Pricing, Customer

Satisfaction.

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ABSTRACT

This research aims to analyze the influence of retail marketing mix

towards customer satisfaction of SB Mart Bukit Sawangan Indah. Convenience

sampling method has been selected in order to obtain the data in this study. This

research uses 100 respondents and respondents overall are SB Mart customers

whose shop in SB Mart Bukit Sawangan Indah and the minimum age is 17 years

old.

Methods of analysis used is multiple linier regression. The result of this

research shows that customer service, store design and display, communication

mix, location, merchandise assortment, and pricing simultaneously have

significant influence towards customer satisfaction. Partially, customer service,

merchandise assortment, and pricing have significant influence towards customer

satisfaction while store design and display, communication mix,dan location

have no significant influence towards customer satisfaction.

Keyword: Retail Marketing Mix, Customer Service, Store Design and Display,

Communication Mix, Location, Merchandise Assortment, Pricing, Customer

Satisfaction.

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PREFERENCE

Bismillahirrahmanirrahim,

Assalammualaikum Warahmatullahi Wabarakaatuh

Alhamdulillahirabbil‟alamin, I would say thanks and being grateful to Allah

Subhanahu wa ta‟ala for His gift. Best regards also to prophet Nabi Muhammad

Shalallahu „alaihi wassalam for being the role model for me. So, I can finish this

thesis and fulfilling one of the requirement to get my Bachelor of Economy

Degree in State Islamic University, Syarif Hidayatullah Jakarta.

In the process of the preparation of this thesis, the author realized that this

thesis is far from perfect. but with effort and prayer, then the author of the

successful completion of this thesis. With prayers and the support given by the

people closest to me. I say thanks to the people who have helped me in the

preparation of thesis:

1. Thanks to mother Yati Rosmiati, father Wawan Sumpena, and my sister

Hilma Nur‟aini that always give the support and never stop praying. So, I

can finish this thesis very well. Thanks to Mama who always being a

reminder for me, always advising me, teaching me how to be patient.

Thanks to Papa who supporting me, helping, and caring me so much. May

Allah bless both of you my paretns. I love you.

2. Mr. Prof. Dr. Abdul Hamid, MS as Dean of Economic and Business

Faculty of State Islamic University Syarif Hidayatullah Jakarta

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3. Dr. Muniaty Aisyah, Ir., MM as a first supervisor, thank you for your

advice and knowledge during guiding to finish my thesis.

4. Mr. Ade Suherlan, MBA, MM as a second supervisor, thank you so much

for guiding me until finished this thesis. Thank you for your knowledge,

advice, recommendation.

5. Lecturer UIN Syarif Hidayatullah Jakarta, which has giving the knowledge

and experience .

6. All academic staff FEB UIN Jakarta, which has worked well to serve all

student.

7. Rara Angguntyas, thank you for your support, concern, reminder, nagging

and time for me . Thanks for helping me so much to finish this thesis, you

were always there when I need.

8. To my friends who always help me to complete this thesis Vera Suciati,

Risty Sucianingsih, Genta Ferdian, Danang Ismaya, Tatria Ariesta,

Luqman, Kak Alif, Kak Fitria and the others thank you for helping me,

success for all of you guys.

9. To my classmate in International Management 2009, I have missed the

moment which are we spent together.

10. To PMII Komfeis and PMII Ciputat, thank you for the lesson and

experience which are given to me.

11. Finally, the author expect for any critics as well as suggestion that could

improve the content of this thesis. Hopefully this thesis could be

worthwhile for all us. Aamiin

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Waullahul Muwafik Ila Aqwamit Thariq

Wassalamualaikum Warahmatullahi Wabarakaatuh

Jakarta, January 7th

2015

Firas Azhari

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LIST OF CONTAINS

ACCEPTANCE OF LETTER ..................................................................... i

CERTIFICATION OF THESIS EXAM ....................................................... ii

CERTIFICATION OF COMPREHENSIVE EXAM ................................... iii

SHEET STATEMENT ................................................................................. iv

CURRICULUM VITAE ............................................................................... v

ABSTRACT .................................................................................................. vi

ABSTRAK .................................................................................................. vii

PREFERENCE ............................................................................................... x

LIST OF CONTAINS .................................................................................... xiii

LIST OF TABLE .......................................................................................... xvii

LIST OF FIGURE ......................................................................................... xx

APPENDIX .................................................................................................. xxi

CHAPTER I INTRODUCTION

A. Research Background .................................................. 1

B. Problem Formulation ................................................... 7

C. Research Objectives .................................................... 8

D. Research Benefits ........................................................ 9

CHAPTER II LITERATURE REVIEW

A. Marketing .................................................................... 10

B. Service Marketing ....................................................... 11

1. Service Marketing Characteristics ........................ 11

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2. Service Marketing Mix ......................................... 12

C. Retail ........................................................................... 14

D. Retail Marketing Mix ................................................ 22

E. Customer Satisfaction ................................................ 32

F. Previous Research ....................................................... 40

H. Frame of Thinking ....................................................... 45

I. Hypothesis .................................................................. 47

CHAPTER III RESEARCH METHODOLOGY

A. Scope of Research ....................................................... 49

B. Population and sample method ................................... 49

1. Population ............................................................. 49

2. Sample .................................................................. 49

C. Data Collection Method ............................................. 50

1. Primary Data .......................................................... 50

2. Secondary Data ...................................................... 51

D. Analysis method ........................................................ 51

1. Validity and Reliability Test .................................. 53

2. Classic Assumption Test ....................................... 54

3. Multiple Linear Regression Analysis .................... 58

4. Coefficient of Determination Test (R2) ............... 59

5. Partial Test (T Test) ............................................... 59

6. Simultaneous Test (F Test) .................................... 61

7. Variable Operational Research ............................. 62

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CHAPTER IV ANALYSIS

A. General Overview Research object ............................ 68

1. The History of SB Mart ........................................ 68

B. Analysis and Discussion ............................................. 72

1. Validity Test ......................................................... 72

2. Reliability Test ...................................................... 75

C. Characteristic and Respondents Data ........................ 76

1. Descriptive Analysis .............................................. 77

D. Analysis Result .......................................................... 123

1. Classic Assumption Test ...................................... 123

a. Normality Test ................................................ 123

b. Multicollinearity Test .................................... 127

c. Heteroscedasticity Test ................................... 128

2. Multiple Linear Regression Analysis ................... 132

3. Coefficient of Determination Test (R2) .............. 134

4. Partial Test (T Test) ............................................. 135

5. Simultaneously Test (F Test) ............................... 142

CHAPTER IV CONCLUSION AND IMPLICATION

A. Conclusions .................................................................. 144

B. Recommendation ........................................................ 145

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REFERENCE ........................................................................................... 149

APPENDIX .................................................................................................. 154

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LIST OF TABLE

No Description Page

3.1 Variable Operational Definition ........................................................ 63

4.1 Validity test ....................................................................................... 73

4.2 Reliability test .................................................................................... 75

4.3 Characteristic of respondents ............................................................ 77

4.4 SB Mart employees are always use uniform neatly ........................... 78

4.5 Customers can easily use a trolley or shopping cart .......................... 79

4.6 Customers can easily pay for purchases using a credit/debit card ..... 80

4.7 Customers can easily use the delivery service of SB Mart ................ 81

4.8 SB Mart employees serve customers very friendly ............................ 82

4.9 SB Mart employees are always ready to help customers .................. 83

4.10 Any complaints from customers, always quickly responded ............. 84

4.11 SB Mart employees can give solutions when customers are having

problems ............................................................................................. 85

4.12 SB Mart employees know the information about the products being

sold ..................................................................................................... 86

4.13 Customers feel comfortable while shopping at SB Mart ................... 87

4.14 Customers trust with the security at SB Mart .................................... 88

4.15 SB Mart employees are willing to deal with customer complaints and

resolved .............................................................................................. 89

4.16 SB Mart storefront looks attractive ............................................... 90

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4.17 SB Mart store is clean ........................................................................ 91

4.18 SB Mart puts the products sold on a regular basis. ............................ 92

4.19 Placement of products in SB Mart makes customers to find the

products desired easily ....................................................................... 93

4.20 Room temperature in SB Mart store is convenient ............................ 94

4.21 The store layout makes customers easily to find the products desired

4.22 Lighting in SB Mart stores reasonably bright .................................... 95

4.23 The greeting habit of SB Mart employees bring Islamic nuances .... 96

4.24 SB Mart store room does not smell bad ............................................ 97

4.25 SB Mart gives sales promotion such as discount, prizes, and bonus to

customers ........................................................................................... 98

4.26 The information about sales promotion is clearly conveyed to

customers ........................................................................................... 99

4.27 SB Mart sales promotion is attractive ................................................ 100

4.28 The signboard used allows customers to recognize SB Mart store ... 101

4.29 The sign used by SB Mart allows customers to find SB Mart stores 102

4.30 Brochure design used by SB Mart is attractive ..................... .......... 103

4.31 Brochure design used by SB Mart is easy to read............................ 104

4.32 SB Mart location easily accessible by private vehicle .................... 105

4.33 SB Mart location easily accessible by public transport.................... 106

4.34 The location of SB Mart is easily found by customers................ .... 107

4.35 The location of SB Mart is near from highway................................. 108

4.36 The location of SB Mart is close to housing ...................................... 109

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4.37 SB Mart parking lot quite spacious ................................................... 110

4.38 SB Mart parking lot well organized .................................................. 111

4.39 SB Mart location is safe ..................................................................... 112

4.40 A wide variety of products sold in SB Mart ....................................... 113

4.41 SB Mart sells products in various packaging sizes ............................ 114

4.42 The stock of products sold in SB Mart well available ....................... 115

4.43 The prices are provided by SB Mart in line with the quality obtained

by the customer .................................................................................. 116

4.44 The prices are provided by SB Mart in line with the benefit obtained

by the customer .................................................................................. 117

4.45 The price offered by SB Mart relatively more affordable than in

other place .......................................................................................... 118

4.46 I am satisfied with the quality of products sold in SB Mart ............... 119

4.47 I am satisfied with the services provided by SB Mart store clerk ...... 120

4.48 SB Mart has a good reputation ........................................................... 121

4.49 Overall I am satisfied shopping at SB Mart ....................................... 122

4.50 One-Sample Kolmogorov-Smirnov Test ........................................... 126

4.51 Coefficients (Multicollinearity) ......................................................... 128

4.52 Coefficients (Heteroscedasticity) ....................................................... 131

4.53 Multiple Linear Regression Analysis ................................................ 132

4.54 Coefficient of Determination (R2) .................................................... 134

4.55 Partial Test (T Test) ........................................................................... 135

4.56 Simulaneous Test (F Test) ................................................................. 142

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LIST OF FIGURE

No Description Page

2.1 A Typical Channel of Distribution .................................................. 16

2.2 The Elements in Retail Mix ............................................................ 32

2.3 Customer Satisfaction Concept ....................................................... 37

2.4 Conceptual Thinking ....................................................................... 46

4.1 Normal P-P Plot of Regression Standized Residual ....................... 124

4.2 Histogram ........................................................................................ 125

4.3 Scatterplot ....................................................................................... 130

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APPENDIX

No Description Page

1. Research Questionnaires ................................................................... 154

2. Multiple Liniear Regression Analysis Questionnaires ....................... 159

3. Frequency of Respondents ................................................................ 178

4. Validity and Reliability Test .............................................................. 194

5. SPSS Output ...................................................................................... 196

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CHAPTER I

INTRODUCTION

A. Research Background

According to Kotler & Armstrong (2010:29), marketing is the process by

which companies create value for customers and build strong relationship with

customers in order to capture value from customers in return. Marketing is one of

the main activities undertaken by entrepreneurs in attempting to develop and

maintain the viability of enterprises as well as make a profit. Success or failure in

achieving goals depends on their expertise in marketing, production, finance and

other fields, which are related to each other in achieving corporate goals.

In general, market-oriented companies will face problems in marketing

field. With the very fast development of technology, it allows companies produce

good quality products and services. But it is meaningless if it is not matched by

capability to market and satisfy customers with products and services. Thus

marketing activities should be planned first before carrying out the activities in

accordance with the wishes, needs, and expectations of the consumer.

The economic structure is gradually changing and even, recently, the

changes seem faster. Similarly, the development of retail business in Indonesia

now is increasing so rapidly. Along with the development of business in

Indonesia, modern retail business or commonly called retailers, its presence

increasingly felt in the everyday lives of the people.

In a short period of time some modern retail businesses with big capital

conduct their activities in Indonesia. That's because, since 1998, the map of retail

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industry underwent major changes, especially after the government conducted

liberalization. It marked by the signing of a letter of intent with the IMF providing

investment opportunities to foreigners to enter the retail industry

(http://goo.gl/ciULGG) and the growth of the Indonesian middle class society in

the period 2012-2020 is estimated at 174%. AC Nielsen survey showed 48% of

the total expenditure of fast moving consumer goods (FMCG) comes from a

middle-class society. It is also became a encouraging factor of retail business

growing. (http://goo.gl/zPh3MV)

Retail business in Indonesia can be divided into two major groups, namely

traditional retail and modern retail. The modern retail is a development of

traditional retail. The retail formats emerge and evolve as economic development,

technology, and people's lifestyle that makes people demand more convenience in

shopping. Modern retail also appear in various shapes and sizes to provide a clean

and cool place, good quality products and service, and the price offered was fair,

comparable with the quality provided.

The first modern retail presence in Indonesia when the Sarinah department

store established in 1962. In the era of 1970 to 1980's, the retail business

continuously grew. Early 1990s was a milestone in the history of the entry of

foreign retail in Indonesia. It is characterized by the operation of Japan's largest

retail, Sogo, in Indonesia. (http://goo.gl/KeA1GT)Currently, many types of

modern retail in Indonesia includes Modern Markets, Department Stores, Factory

Outlets and so forth. The forms of modern retail trade activities engaged in the

retail industry generally in the form of hypermarkets, supermarkets, and

minimarket.

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The definition of retail by Ma’ruf (stated in Ikhwan, 2012:9) is a business

activity to sell goods or services to individuals for the purposes of theirself,

family, or household. He adds that "they sell the goods (or services) directly to

consumers". Retail is the last stage in a distribution channel that contains the

people and businesses that are physically involved in moving and transfering

goods and services from producer to end consumer. Retailing is the set of business

activities that adds value to the products and services sold to consumers for their

personal or family use (Levy & Weitz, 2012:6).

Now it is very easy to find modern retail shopping in the big cities,

especially a mini market. A mini market in this case is an alternative place to shop

for consumers which has a special characteristics that the goods are arranged in

open shelves and consumers choose the items that they need or want, then bring it

to the cashier to pay with the fixed price (not a bargain).

With so many existing mini market, consumers will become more critical in

choosing a place to shop. It encourages retail entrepreneurs to compete in

grabbing the market share. How to attract customers to come to the mini market

then conduct transactions is not easy. The role of retail marketing mix is very

important and influential. Without the right retail marketing mix, the retail

company will face difficulty in marketing, therefore the retail marketing mix

really should be considered. According to Levy and Weitz (2012:20) elements in

the retail marketing mix consists of location, merchandise assortments, pricing,

customer service, store design and display, and communication mix.

SB Mart was established on August 3, 2010. The establishment of SB Mart

is motivated by a sense of longing for the presence of shopping facilities for the

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general public which really favor the general public consumers, traders and

economic actors in the environment surrounding SB Mart. SB Mart has a different

nuances compare with others mini markets, also has a different philosophy and

orientation.

SB Mart is one of the business unit of Sejahtera Bersama Cooperative

which is engaged in trading of basic needs which are expected to provide basic

daily needs for members / prospective members of the cooperative and the

community at large with good quality and reasonable price as well as a builder for

the store-small store owned by the community in each area.

Along with the rise of the mini market business in Indonesia, SB Mart

comes in serving people with different store shades. Both in terms of the

atmosphere of shopping, the appearance, or products that are sold. SB Mart does

not sell liquor and other illicit goods so SB Mart is very friendly with the family

of Indonesia. In SB Mart also sold distinctive merchandise such as Habbatusauda,

Zam-Zam water, palm juice, equipment prayer, as well as books of Islam. It

makes SB Mart looks very strong with Islamic nuance. With more than 4,000

product variations merchandise items, as well as reinforced with Islamic nuance

and Systems Information Technology (IT) which qualified, it is expected that

people can rely on the existence of SB Mart in their respective communities as

providers of everyday staples, moreover SB Mart provides more fruit variation,

especially local fruits.

SB Mart has advantages over competitors in terms of service delivery.

Simply by calling SB Mart, the goods that customers want will be delivered

directly to the customers' homes. SB Mart has programs that greatly favor the

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small traders and business people around SB Mart environment, It realized with

Partnership Shelf Program, Muhasaba (Sejahtera Bersama Business Partners), as

well as the Speical Price for Members. Shelves partnerships are used as a means

to accommodate the products whether it is food, craftsand others produced by

people around SB Mart stores are located. Therefore, SB Mart's expansion plans

are directed to reach out to remote areas. With these programs, SB Mart is

expected to be a builder for small shops owned by people in each area and can

actually be a mini market that can compete and prosper each member /

prospective member Sejahtera Bersama Cooperative and the public at large.

In conducting its business, the SB Mart uphold the principles of cooperative

oriented to help, strengthen and develop the economy of the community to

improve the economic and social welfare of the community itself. SB Mart has

very much cooperative members and spread throughout Indonesia. Like the

philosophy of cooperative economy "from member to member", SB Mart gives

special price to members. The very cheap price is expected to give more loyalty to

members for shopping and fulfill the daily needs at SB Mart. The more often

members shop at SB Mart, the greater SHU they will be enjoyed.

However, SB Mart's target market is not only its members, the main target

is the middle class of Muslim family. Therefore, SB mart established with the

motto Convenient and Ideal. The establishment SB Mart stores always consider

the condition. Starting from extensive parking, the clean of stores, wide shopping

aisle, friendly service, providing shopping trolley and so forth. Availability of

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prices corresponding to the entire target market, SB Mart is expected to satisfy all

consumers so that SB Mart Ideal for all walks of life. (www.sbmart.co.id)

SB Mart which headquartered in Bandung is still fairly young when compared

to the competitors that are stronger in terms of capital and have long been in the

field of modern retail business. However, it did not break the spirit of SB Mart to

become even greater. This was proven by SB Mart, it already has more than 150

outlets (http://goo.gl/2PJPfh), one in the district Bojongsari exactly in front of

Bukit Sawangan Indah housing, and will have continue to grow. SB Mart Bukit

Sawangan Indah itself was set up in 2012 and have already had to contend with a

well-known brand competitor. But it did not make the SB Mart retreat because SB

Mart Bukit Sawangan Indah has distinctive competence than its competitors. They

are delivery service, providing shopping trolley, and unusual products sold in

minimarket (Zam Zam Water, prayer paraphernalia, and the others). But, compare

to its competitors, the location of SB Mart Bukit Sawangan Indah is not exactly

beside the highway, so it is not visible from the highway.The location is around

150 meters from the highway.How does the retail marketing mix used by SB Mart

is an interesting thing to be studied.

Based on the description in the background, researchers interested in

conducting further research on the issue of retail marketing mix in SB Mart. For

that, in this study, the researchers took on the title "THE ANALYSIS OF RETAIL

MARKETING MIX EFFECTS TOWARDS CUSTOMER SATISFACTION AT

SB MART IN BUKIT SAWANGAN INDAH HOUSING."

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B. Problem Statements

Based on the background of the problems that have been described, to

examine the influence of retail marketing mix (customer service, store design and

display, communication mix, location, merchandise assortment, and pricing)

towards customer satisfactiont, the problem in this study is formulated as follows:

1. Does the customer service (X1) has significant influence towards customer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

2. Does the store design and display (X2) has significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

3. Does the communication mix (X3) has significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

4. Does the location (X4) has significant influence towards customer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

5. Does the merchandise assortment (X5) has significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

6. Does the pricing (X6) has significant influence towards customer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing?

7. Do the customer service (X1), store design and display (X2),

communication mix (X3), location (X4), merchandise assortment (X5),

and pricing (X6) have significant influence towards customer satisfaction

(Y) at SB Mart in Bukit Sawangan Indah Housing?

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C. Research Objectives

Based on the problems that have been formulated, the purpose of this research

are as follows:

1. To analyze the influence of customer service (X1) towards consumer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing

2. To analyze the influence of store design and display (X2) towards

consumer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing

3. To analyze the influence of communication mix (X3) towards consumer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing

4. To analyze the influence of location (X4) towards consumer satisfaction

(Y) at SB Mart in Bukit Sawangan Indah Housing

5. To analyze the influence of merchandise assortment (X5) towards

consumer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing

6. To analyze the influence of pricing (X6) towards consumer satisfaction

(Y) at SB Mart in Bukit Sawangan Indah Housing

7. To analyze the influence of customer service (X1), store design and

display (X2), communication mix (X3), location (X4), merchandise

assortment (X5), and pricing (X6) have significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing

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D. Research Benefits

This research will provide the following benefits:

1. For The Company

As inputs to the management of SB Mart about the effect of retail

marketingmix variables (customer service (X1), store design and display

(X2), communication mix (X3), location (X4), merchandise assortment

(X5), and pricing (X6)) towards consumer satisfaction (Y).

2. For The Universities

Increase the repertoire of research for Marketing Management Science

Program in Jakarta Syarif Hidayatullah State Islamic University.

3. For The Researchers

Increase knowledge and insight in the field of marketing management,

especially regarding consumer purchasing decisions and the marketing

mix.

4. For Further Research

For reference materials in reviewing issues related to customer satisfaction

and retail.

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CHAPTER II

LITERATURE REVIEW

A. Marketing

According to Kotler and Keller (2009:45), marketing has been defined as

an organization function and a set of processes for creating, communicating,

and delivering value to customers and for managing customer relationships in

ways that benefit the organization and its stakeholders. Thus, we see

marketing management as the art and science of choosing target markets and

getting, keeping, and growing customers through creating, delivering, and

communicating superior customer value.

Marketing is not just sales activities. Activities in marketing relate to each

other. Marketing activities began long before production and does not end just

with the sales. If marketers want their products sold in the market, survive and

grow, then marketers must think about what products they want to make to fit

the needs of consumers. Once the product is made then the marketer has to

think about how to communicate the product or advertise these products.

Consumers who have purchased a product does not necessarily make the

marketers to stop thinking about the next activity, marketers must be able to

ensure consumers are satisfied with the products that we sell and re-purchase.

According to Kotler & Keller (2009:45), the aim of marketing is to make

selling superflous and to know and understand the customer so well that the

product or services fits him and sells itself. Ideally, marketing should result in

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a customer who is ready to buy. All that should be needed then is to make the

product or service available.

B. Service Marketing

Services are often seen as a complex phenomenon. The word of services

itself has many meanings, from personal service to service as a product. So far

it has been a lot of marketing expert services that have attempted to define the

understanding of services. Some of them are; Lovelock et al (2005:9)define

service are economic activities offered by one party to another, most

commonly employing time-defined performances to bring about desired result

in recipients themselves or in objects or other assets for which purchasers have

responsibility. Service customers expect to obtain value from access to labor,

professional skills, facilities, networks, systems, and equipment, but no not

normally take ownership of any of the physical elements involved. While

according to Kotler & Keller (2009:386), a service is any act or performance

one party can offer to another that is essentially intangible and does not result

in the ownership of anything.

1. Service Marketing Characteristics

Based on Kotler & Keller (2009:389-391), there are four characteristics of

service:

a. Intangibility

Unlike physical products, service cannot be seen, tasted, felt, heard, or

smelled before the purchase, and the patient in the psychiatrist’s office

cannot know the exact outcome of treatment.

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b. Inseparability

Whereas physical goods are manufactured, put into inventory,

distributed through multiple resellers, and consumed later, service are

typically produced and consumed simultaneously.

c. Variability

Because the quality of service depends on who provides them, when

and where, and to whom, services are highly variable.

d. Perishability

Services have little or no tangible components and therefore cannot be

stored for a future use. Services are produced and consumed during the

same period of time.

2. Service Marketing Mix

According to Lovelock et al (2005:25-26), there are seven elements of

service marketing mix, referred to as 7Ps of service marketing, represent a

set of interrelated decision variables facing managers of service

organizations.

a. Product Elements

Managers must select the features of both the core product (either a

good or service) and the bundle of supplementary service elements

surrounding it, with reference to the benefits desired by customers and

how well competing produtcs perform. In short, we need to be

attentive to all aspects of the service performance that have the

potential to create value for customers.

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b. Place and Time

Delivering product elements to customers involves decisions on the

place and time of delivery, as well as the methods and channels

employed. Delivery may involve physical or electronic distribution

channels (or both), depending on the nature of the service being

provided.

c. Promotion and Education

No marketing program can succeed without effective communication.

This component plays three vital roles: providing needed information

and advice, persuading target customers of the merits of a specific

product, and encouraging them to take action at specific times. In

service marketing, much communication id educational in nature,

especially for new customers. Companies may need to teach these

customers about the benefits of the service, where and when to obtain

it, and provide instructions on how to participate in service processes.

d. Price and Other Cost of Service

This component addresses amangement of the costs incurred by

customers in obtaining benefits from the service products. Service

managers not only set the selling price, trade margins, and establish

credit terms; they also seek to minimize, where possible, other costs

that customers may bear in purchasing and using a service, like related

costs (e.g., travel expenses), time, and mental and physical effort.

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e. Physical Environment

The appearance of buildings, landscapings, vehicles, interior

furnishing, equipment, staff members, signs, printed materials, and

other visible cues all provide tangible evidence of a firm’s service

quality.

f. Process

Creating and delivering product elements to customers require the

design and implementation of effective processes. A process is the

method and sequence of actions in the service performance. Badly

designed processes like slow, bureaucratic, and ineffective service

delivery, commonly annoy customers.

g. People

Many services depend on direct interaction between customers and a

firm’s employees (like getting a haircut or talking to a call center

staff). The nature of these interactions strongly influences the

customer’s perceptions of service quality.

C. Retail

In distributing products to consumers manufacturers will be faced with

two options, namely the use of intermediaries or distribute their own products

to consumers. Most producers use intermediaries because of their efficiency

advantage in making goods widely available and easy to obtain the target

market.

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Retailing is one form of trade intermediaries. Retailing is the final activity

of a series of travel products from producer to final consumer. Retailing

activities are not limited only done by retailers, but done by anyone including

manufacturers, wholesalers, and distributors, if they do direct sales to the end

consumer (Munir, 2011:33). According to Dunne, Lusch, and Griffith (stated

in Setiawan & Kunto, 2013:2), retailing is the final activities and steps needed

to place merchandise made wherever its place, into the hands of the consumer

or to provide services to consumers.

According to Berman & Evans (2010:4), retailing encompasses the

business activities involved in selling goods and service to consumers for their

personal, family, or household use. According to Kotler & Keller (2009:482)

retailing is all activities covered by the sale of goods or services directly to

end consumers for personal and non-busines use.

Based on some retailing definitions above, it can be concluded that the

retail business (retailing) is a type of trade service business which is the last

line in distribution of goods and services from producer to final consumer for

personal use or family purpose. The position of the retail business is becoming

increasingly important because it is closest to the end consumer.

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Figure 2.1

A Typical Channel of Distribution

Source : Levy & Weitz (2012:7)

In general, the main reason for using intermediaries is that they can help

improve the efficiency of distribution. According to Levy & Weitz (2012:7-8),

the use of intermediaries or retailers have several advantages, that are:

1. Providing Assortments.

Supermarkets typically carry 20,000 to 30,000 different items made by

more than 500 companies. Offering an assortments enables their

customers to choose from a wide selection of roducts, brands, sizes,

and prices at one location

2. Breaking Bulk.

To reduce transportation cost, manufacturers and wholesalers typically

ship cases of frozen dinners or cartons of blouses to retailers. Retailers

then offer the products in smaller quantities tailored to individual

consumers’ and households’ consumption pattern-an activity called

breaking bulk. Breaking bulk is important to both manufacturers and

consumers. It enables manufacturers to efficiently make and ship

Manufacturer Wholesaler Retailer Consumer

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merchandise in larger quantities and enables consumers to purchase

merchandise in smaller, more useful quantities.

3. Holding Inventory

A major value-providing activity performed by retailers is holding

inventory so that the product will be available when consumers want

them. Thus, consumers can keep a smaller inventory of products at

home because they know local retailers will have the products

available when they nedd more. This activity is particularly important

to consumers with limited storage space.

4. Providing Service.

Retailers provide service that make it easier for customers to buy and

use products. For example, retailers offer credit so that consumers can

have a product now and pay for it later. They display products so that

consumers can see and test them before buying. Some retailers employ

salespeople in stores or maintain Web sites to answer questions and

provide additional information about products.

5. Increasing the Value of Products and Services

By providing assortments, breaking bulk, holding inventory, and

providing service, retailers increase the value that consumers receive

from their products and services.

6. Another advantage which can be expected by the manufacturers of

these intermediaries are:

a. Assist in the consumer search

b. Assist in promotion activities

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c. Assist in the provision of information

d. Assist in packing and wrapping

e. Assist in the sorting

Retail business can be specified in a classification based on size,

ownership, operation, and so on. Classification is relatively easy to divide the

retail business into two major groups, namely large retailers and small retailers.

Included in this is a major retail specialty stores, department stores,

supermarkets, discount house, hypermarkets, general stores and chain stores.

Small retail is divided into retail traders that stay in a place and retail traders

that don’t stay in a place. Retail traders that stay in a place further subdivided

into fixed place (e.g. kiosks, depot, stall), non permanent place (e.g. street

vendors), and use the tools (thrust wheels, carts, tools bear) (Sopiah and

Syihabudhin stated in Utomo, 2009:47).

Kotler& Armstrong(2010: 395) divides retailers into store retailing and

retail organization.

1. Store Retailing, the types are:

a. Specialty Stores is a store that carry a narrow product line with

deep assortment, such as apparel stores, sporting-goods stores,

furniture store, florist, and bookstores.

b. Deparment Stores is a store that carry several product lines-

typically clothing, home furnishing, and household goods-with

each line specialist buyers or merchandisers.

c. Supermarkets are stores with a relatively large operation, low

cost, low margin, high volume, self-service operation designed to

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serve the customer’s total needs for grocery and household

products.

d. Convenient Stores is a relatively small store and located near

residential areas, have long opening hours seven days a week, and

carrying a limited line of high-turnover convenience products at

slightly higher prices.

e. Discount Stores are stores that carry standard merchandise sold at

lower prices with lower margins and higer volume.

f. Off-price Retailers are stores that sell merchandise bought at less-

than-regular wholesale prices and sold at less than retail, often

leftover goods, overruns, and irregulars obtained at reduced prices

from manufacturesrs or other retailers. There are three types of

retailer discounts:

1) Factory Outlets are stores owned and operated by the

manufacturer and usually sell excess goods, no longer

manufactured, or are not regular.

2) Independent Off-price Retailers are stores owned and run by

entrepreneurs or division of a large retailer.

3) Warehouse Clubs / Wholesale Clubs are which store selling a

limited selection of branded food products, household items,

clothing, and a variety of other goods with big discount to

members which pay annual dues.

g. Superstores are stores which have very large stores traditionally

aimed at meeting consumers’ total needs for routinely purchased

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food and nonfood items. Includeds supercenters, combined

supermarket and discount stores, and category killers, which carry

a deep assortment in a particular category and have a

knowledgeable staff.

2. Retail Organizations, the types are:

a. Corporate chain stores, are two or more stores that are commonly

owned and controlled. Corporate chains appear in all types of

retailing, but they are strongest in department stores food stores,

drug stores, shoe stores, and women’s clothing stores.

b. Voluntary chain, wholesaler-sponsored group of independent

retailers engaged in group buying and merchandising.

c. Retailer cooperative, group of independent retailers who set up a

central buying organization and conduct joint promotion efforts.

d. Consumer Cooperative, a company retail owned by its customers.

e. Franchise Organization, contractual association between a

franchise (the franchiser, ie manufacturer, wholesaler, or service

organization) withfranchisees (franchisees, which is an

independent businessman who bought the rights to own and

operate one or more units in the franchise system).

f. Merchandising Conglomerate, a free form of company that

combines some lines and retailing shapes in centralized

ownership, which also brings together the distribution and

management functions.

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According to Rohmad (stated in Utomo, 2009:53), the importance of trade

intermediaries or members of distribution channels in the overall marketing

process can be demonstrated by the different roles they play, include:

a. Provide storage and transport for manufacturer or company, so

manufacturers can concentrate on production activities.

b. Provide installation and repair, thereby reducing the role of producer.

c. Provide funding to the consumer, so that the financial burden is

reduced producer.

d. Implement advertising and promotional activities of products,

thereby enhancing the overall ability of market.

e. Acting as an agent for the manufacturer to obtain information about

consumers, so manufacturers can develop products.

f. Creating form, time, place and ownership so that the products can be

delivered in the right market at the right time, and through the right

distribution channels - including provisions regarding the suitability

of packaging.

Sopiah and Syihabudhin (stated in Utomo, 2009:54) explains, the retail

trade is very important for producers because through retailers producers can

gain valuable information about the goods. Manufacturers could interview

retailer of consumer comments about the shape, taste, durability, price, and

everything about the product. It can also knows the rival powers.

Manufacturers and retailers can foster mutually beneficial cooperation.

From the explanation above, it can be concluded that the main function is

to provide a wide range of retail products and services,that is assorting

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products, breaking bulk, entering into inventory, providing services , increasing

the value of products and services. The important principle in retailing is "the

right product in the right place at the right time". Based on the principle that a

product marketing should be sold at a place that is accessible by consumers and

through promotions.

Retailers which focus on the consumer will maintain the culture to always

exceed consumer expectations. So retailers need to recruit the right people, and

providing learning for employees continously, thus will increasing consumer

interaction with the employees. The elements of retailing mix is a marketing

strategy undertaken by retailers.

D. Retail MarketingMix

In marketing there is a strategy called the marketing mix. It has an

important role in influencing consumers to purchase products or services

offered by the company to the market. After determining the right company

competitive marketing strategy, the company is ready to plan the details of the

marketing mix.

Ma’ruf (stated in Ikhwan 2012:23) states that "retail mix is a combination

of retail factors used to satisfy the needs of customers and influence their

decision to buy". According to Levy and Weitz (2012:20) elements in the

retail mix consists of location, merchandise assortments, pricing, customer

service, store design and display, and communication mix. Those are:

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1. Customer service

According to Levy and Weitz (2012:499), "customer service is the set

of activities and programs undertaken by retailers to make the shopping

experience more rewarding for their customers". There is a perception 5

consumers use to evaluate customer service, by using the service quality

(Levy and Weitz, 2012:505-506), including:

a. Tangible

An appearance of physical facilities, equipment, personnel, and

communication materials.

b. Reliability

An ability to perform as a reliable and accurate service, as do the

services in accordance with the agreement or that have been contracted

out or delivery appointment time.

c. Responsiveness

It is the willingness to help customers and provide prompt service,

such as returning calls and e-mails promptly.

d. Assurance

Is the knowledge and courtesy of employees and their ability to convey

trust and comfort, such as salespeople who have been fully trained.

e. Empathy

Referring to the concern, the provision of special concern to

consumers, such as personal services, receiving records and e-mails, or

recognition by name.

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It could be argued that service quality talk about how to make

customers happy with good and right service through responsiveness,

reliability, understanding, fulfillment of a promise to consumers and so on.

2. Store design and display

Levy and Weitz (2012:468) says that "The primary objective of a store

design is to implement the retailer's strategy. The design must be

consistent with and reinforce the retailer's strategy by meeting the needs of

the target market and building a sustainable competitive advantage. "That

means the main goal of the store design is to implement a strategy of

retailers. The design should be consistent and reinforce the retail strategy

to meet the needs of the target market and build sustainable competitive

advantage.

In implementing the retail strategy, the retailer has to consider the store

atmosphere. According to Berman and Evans (stated in Santosa, 2014:16),

atmosphere refers to the store's physical characteristics that are used to

developed an image and draw customers.. Berman dan Evans (stated in

Fuad, 2010:3) divide elements of store atmosphere into four elements,

namely the store exterior,general interior, store layout and interior display.

a. Store exterior or the front of the store reflects the steadiness and the

robustness of the spirit of the company and the nature of the activities

in it, and can create trust and goodwill for consumers. Store exterior

serves as identification or recognition marks, so often expressed

symbol. Which includes part of the store exterior is outbuildings, shop

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signs, entrance, building, design stores, parking facilities, store yard,

and security vehicles.

b. General interior of the store should be designed to maximize the visual

merchandising. As it is known, advertising can attract buyers to come

to the store, but the main thing that can make a sale after the purchase

was in the store is the display. Good display can attract the attention of

consumers and help them to be easy to observe, examine and choose

the goods, and finally make a purchase when consumers into store. The

general impression of the interior can be created through store wall

color attractive, light room, played music, the neatness of setting goods

in shelves, friendly employees, store cleanliness, and the smell and air

inside store.

c. Store layout is the plan to determine the specific location and

arrangement of the street alley in the store are quite wide which makes

it easy for consumers in walking in it. Store layout will invited

customers to enter or cause them to stay away from the store when

consumers are seeing the inside of store through a storefront window

or entrance door. Good layout will be able to invite consumers and

make them walking around longer and spend more money. Which

includes store layout is kind of goods, arrangement of goods, facilities

store, store settings and groups of goods.

Store layout is the layout of the product, cashier, and flow of passing

customers in the store. Retailers must design the attractive product

store layout and easily accessible by consumers. Store layout should

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also enable customers running and passing so that consumers can seek

and obtain needed goods easily and quickly. In principle, store layout

of all the elements in the store should create a pleasant atmosphere for

all parties, namely the consumers, service shops and retailers. Store

layout that will help retailers to be able to display their products

properly, allows consumers to shop clerk and improve work efficiency,

increase profits for shopkeepers and influence consumer buying

behavior(Sumarwan stated in Stiefi, 2012:15).

d. The interior displays are signs that are used to provide information to

consumers to influence the atmosphere of store environment, with the

main goal to increase sales and profits of the store. Which includes

interior display is a poster, signage location, mark special events like

Eid image and the new year, and media wrapper.

While, according to Dunne, Lusch, and Griffith (in Setiawan dan

Kunto, 2013:4). Store design in a store is the most important element in

the planning of the store environment.

a. Store front design / exterior

The front of the store is an important part, therefore the front of the

store to be easily visible, easily identifiable by passing vehicles, and

give the impression to people who see it.

b. Interior design

Interior design here is divided into two, namely the surface and

architectural design. Part surfaces such as wood flooring, vinyl¸karpet

flooring, ceramic, marble and paint color usage.

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c. Lighting design

One of the other important parts of a design is the lighting store. With

good lighting, can give effect to the level of store sales.

d. Sounds

Voice used, can greeting to customers who come or use music to

make the visitors into a comfortable, more relaxed, relax so they can

spend more time somewhere.

e. Smells

Effective store design will appeal to all the human senses, namely

sight, sound, touch and smell. The smell is believed to be most closely

related senses of all flavors to create a memory and emotion.

3. Communications Mix

According to Levy and Weitz (2012:399) the communication program

informs customers about the retailer as well as the merchandise and

service it offers and plays a role in developing repeat visits and customer

loyalty. Through promotion, companies communicate with customers to

make them aware of the existence of companies products and servicesto

that they intertest to visit and make purchase.

According to Sullivan & Adcock (stated in Japarianto and Djati,

2011:5),retail promotion is the activity of the company in order to attract

visitors and obtain information on how many the consumers. The retail

promotion mix elements is as follows:

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a. Sales Promotion

Sales Promotion, are special incentives or excitement-building program

that encourage consumers to purchase a particular product or service

(Levy and Weitz, 2012:411).

b. Advertising

Advertising is part of the promotional mix, simply advertising is

defined as a message that offers a product aimed at the public through a

medium (Kasali, 2007:9).

4. Location

The location is a very important factor in the retail marketing mix. In the

right location, a stores will be more successful than other stores that are

less strategic, although both sell the same product, the same amonut of

skilled salesman, and both had a nice setting (Pasaribu and Sembiring,

2013:3).

According to Levy and Weitz (2012:215), location decisions have great

strategic importance because they have significant effects on store choice

and are difficult advantages for competitors to duplicate.

According to Mischitelli(stated in Atmaja and Adiwinata, 2013:3)

elements that influence the selection of a location are:

a. Place

Place is the things relating to the location and position. Advisable

the location close to the center of the crowd or close to densely

populated areas.

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b. Parking

The locationshould have its own parking lot or use the public parking

lot that is spacious, comfortable, and safe both for two-wheeled

vehicles and four wheels.

c. Accessibility

The location was supposed to be an easy way to achieve it, either

by private vehicle or by public transport.

d. Visibility

The building should be easily seen and known bymany people.

e. Infrastructure

This part of the whole part of the building wherelocation operates, for

example: public facilities, transportation, etc.

Lamb, et al (in Munir, 2011:39) stated that the availability of transport

public, the distance to other shops, the availability of a place or a parking

area, as well as the security of the location are the variables that become

consideration in choosing the location.

5. Merchandise assortments

Merchandise assortments closely related to the product. "A product is a

tangible and intangible attributes, including packaging, color, price,

manufacturer's and retailers, the which the buyer may accept as offering

want - satisfaction" (Stanton stated in Alma stated in Nurbiyanto et al.,

uploaded in 2013). Diversity of products is related to the completeness of

the product depth, breadth and quality of the products offered are also the

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availability of such products at any time in the store (Engels and Blackwell

stated in Liwe, 2013:3).

Therefore, retailers must make the right decisions regarding the

diversity of products sold, due to the variety of products in the sense of a

complete product from the brand, size, quality and availability of the

product at any time will be easier for consumers to choose and buy a wide

range of products in accordance with their wishes. (Annisa, 2014).

According to Levy and Weitz (2012:32) "Assortment is the number of

different items in a merchandise category". They say that the assortment

plan reflects:

a. Variety or breadth

Is the number of different categories of merchandise offered.

b. Assortment or depth

Is the number of different items in a merchandise category.

In addition, product availability is also noteworthy. According to Levy

and Weitz (2012:317), the availability of the product is defined as the

percentage of demand for certain items are deemed satisfactory so that no

consumer is running out of items to be purchased.

6. Retail pricing

Price is the amount of money charged for something of value(McCharty,

Cannon and Pereault in Sinaga, 2012: 14). According to Stanton (stated in

Dinawan, 2010:33), the price is a redeemable value by consumers with the

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benefits of having or using products or services determined by the buyer or

the seller for the same price to all buyers.

While According to Tjiptono (stated in Dinawan, 2010:34) stated that,

the price has two major roles in influencing purchasing decisions:

a. The role of price allocation, i.e. the price function in helping the buyer

to decide how to obtain benefits or the highest expected utility based

on purchasing power.

b. The role of information of price, i.e. the price function in

educatingconsumers about the factors of the product, such as quality.

Furthermore, Shiffman and Kanuk (stated in Wahyudi in in Dinawan,

2010:35)stated the reference price is any form of prices used by consumers

as a basis of comparison for assessing the price of other goods.

According to William J. Stanton(stated in Dinawan, 2010:36) there are

three sizes that determine the price, namely:

a. Prices are in line with the quality of a product

b. Prices are in line with the benefits of a product

c. Comparison with other products price

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Figure 2.2

The Elements in Retail Marketing Mix

Source: Levy& Weitz (2012:20)

E. Customer Satisfaction

1. Customer Satisfaction Definition

According to Kotler and Keller (2009:164), satisfaction reflects a person's

judgments of a product's perceived performance (or outcome) in

relationship to expectation. That means satisfaction is a feeling of pleasure

or disappointment resulting from comparing product performance against

their expectations. If performance fails to meet expectations, then the

customer becomes dissatisfied. If the performance in line with

expectations, then the customer becomes satisfied. If performance exceeds

expectations, the customer was very satisfied.

Retail Strategy

Customer service

Store design and

display

Communication mix

Location

Merchandise

assortments

Pricing

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Usually satisfied customers tend to be more loyal to the products offered

then will tell to others about the company and products that satisfy them,

more or less attention to competitors' products, less price sensitive, and

willing to offer ideas to the company's products or services. High

satisfaction or pleasure will cause consumers to behave positively and the

emotional attachment to the brand.

Expectation values formed through past experiences, comments or

suggestions from customers and information from competitors. The

perception of value is a company's ability to serve customers in an effort to

satisfy consumers. (Soelasih stated in Wijaya in Wahono & Subagio,

2013: 4)

While the definition of customer satisfaction by Zeithaml, Bitner and

Dwayne (stated in Logiawan and Subagio, 2014:5) is customer’s

evaluation of a product or service in terms of whether that product or

service has met the customer’s needs and expectations. Where they think

customer satisfaction is the customer’s valuation of the products or

services in terms of judging whether the product or service has met the

customer's needs and expectations.

The retail business which always directly related to the consumer

requires constant change in order to satisfy its customers. With more and

more manufacturers are engaged in fulfilling the needs and desires of

consumersthereby causing every business entity must put orientation on

customer satisfaction as a primary goal. To that required variables that

affect customer satisfaction that is the retail mix.

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According to Kolter and Keller (2009:166), there are methods exist to

measure customer satisfaction. Periodic surveys can track customer

satisfaction directly and also ask additional questions to measure

repurchase intention and the respondent’s likelihood or willingness to

recommend the company and brand to others. Beside conducting periodic

surveys, companies can monitor their customer loss rate and contact

customers who have stopped buying or who have switched to another

supplier to find out why. Finally, companies can hire myestery shoppers to

pose as potential buyers and report on strong and weak points experienced

in buying the company’s and competitor’s product.

According toLupiyoadi (stated in Akmal et al., 2012:2) factors that

determine customer satisfaction are:

a. Product Quality

Customers will be satisfied if the evaluation results showed that the

products they use have good quality.

b. Service Quality

Customers will be satisfied if they receive good quality of service

or in accordance with their expectation.

c. Price

Product with the same quality but set the relatively cheap price,

will give a higher value to its customers.

d. Emotional Factor

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Customers will feel proud and have the belief that other people

would be amazed to him when using a product with a particular

brand and will tend to have a higher level of satisfaction.

e. Costs and the ease of obtaining goods or services.

Customers do not need to spend additional costs and no need to

waste time tend to be more satisfied with the product or service.

While, according to Dutka (stated in Melinda in Saidani & Arifin,

2012: 6), there are three dimensions in measure of customer satisfaction

universally that are

a. Attributes related to the product that is the dimension of

satisfaction associated with the attributes of the product such as the

determination of the values obtained with the price, the ability of

the product determines satisfaction, the benefits of these products.

b. Attributes related to service that is the dimensions of satisfaction

associated with the attributes of the service for example with the

promised warranty, service fulfillment or delivery process, and the

process of resolving the given problem.

c. Attributes related to purchase, that is the dimensions of satisfaction

associated with the attributes of the decision whether to buy or not

from manufacturers such as ease of information received, courtesy

of employees and also the influence of the company's reputation.

According to Kennedy and Young (stated in Lustinayanti, 2011:25),

there are six dimensions of customer satisfaction measurement in services,

namely:

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a. Satisfaction with process

Customers are satisfied with the whole process obtained from the

customer receives services from the beginning to leave the place of

service.

b. Satisfaction with personal treatment

Customer satisfaction with the services provided by all those

involved in the process from the beginning penmberian services

receive services to leave the place of service.

c. Satisfaction with waiting time

Satisfaction with queuing time customers need to do while waiting

to get service from a provider.

d. Satisfaction of the place

Customer satisfaction towards the place where the transfer of

services, the entire room that is able to give the impression of a

clean and convenient to the customer.

e. Overall Satisfaction

Perceived level of customer satisfaction overall.

Consumer satisfaction depends on the performance offered associated

with the consumer rewards. Satisfaction is a function of which perceived

and expected. Consumers hope are influenced by previous experience, a

friend or relative, and appointments and information provided by

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marketers and competitors, consumer satisfaction problem is the personal

problems which has subjective nature, because satisfaction of a person is

not necessarily same with the satisfaction perceived by others.

Figure 2.3

Customer Satisfaction Concept

Source: (Tjiptono stated in Anindita, 2012:23)

Company Objectives Customers

Needs & Wants

Customer’s Expectation Towards

Goods/Service

Products (Good/Service)

The Value of Good/Service For Customers

The Level of Customer Satisfaction

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Most of the companies make a huge mistake, when they are not

paying enough attention to their customer satisfaction. Keeping customers

satisfied is the bestcompetitive advantage against competitors. Customers

are loyal, prepared to pay more and are excellent external marketers. Here

is a list of the reasons for developing long-term relationships with

customers:

a. Acquiring new customers can cost 5 to 10 times more than the

costs involved in satisfying and retaining current customers.

b. Loyal customers tend to spend more and cost less to serve.

c. Satisfied customers are likely to recommend your products and

services.

d. Advocates of a company are more likely to pay premium prices to

a supplier they know and trust.

e. Retaining exiting customers prevents competitors from gaining

market share.

f. A 5 percent reduction in the customer defection rate can increase

profits by 25 to 85 percent, depending on the industry. (Cook

stated in Mattsson, 2009:11)

Exceeding the value offered by competitors is the key to marketing

success. Consumers decide upon purchases on the judgements about the

values offered by suppliers. Once the product is bought, customer

satisfaction depends upon its perceived performance compared to the

buyer’s expectations. Customer satisfaction occurs when perceived

performance matches or exceeds expectations. Expectations are formed

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through post-buying, experiences, and discussions with other people, and

suppliers marketing activities. Companies need to avoid the mistake of

setting customer expectations too high through exaggerated

promotional claims since this can lead to dissatisfaction if performance

falls short of expectations. (Jobber stated in Mattsson, 2009:12)

Customer satisfaction research is focused on company’s current

customers to clear up functionality in proportion to customer’s

expectations. Amount of - or repeatedly happening purchasing doesn’t

always tell about customer’s satisfaction. Customer may buy product,

because there is not better available, or he / she doesn’t know any other

alternatives. In this kind of case, customer is not committed to a company

or a product, but moves over to another alternative as soon as it will be

available.

Research measures total customer satisfaction and also divisions of it,

e.g. products, price, quality, customer service etc. Most important is that

research is reliable, repeated often, results are analysed and problematic

points are solved. (Bergström,Leppänen, Yrityksen Asiakasmarkkinointi

stated in Mattsson, 2009:12)

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F. Previous Research

Researcher Research Title Research Result

Japarianto and

Djati (2011)

The Effect of Service

Retail Marketing Mix

Towards Shopping

Satisfaction of Tourism

Shopper At Plaza-Plaza

Surabaya

a. Variables of service retail

marketing mix contained in

Plaza Plaza Surabaya together

have an influence on the level

of satisfaction tourism

shopper. But after the study

authors found several

variables such as retail price,

merchandise assortment and

customer service does not

have a significant effect on the

level of tourism shopper

satisfaction when compared

with other variables.

b. That the store design variables

are the variables that most

influence on the level of

tourism satisfaction shopper

compared with six other

variables. or in other words

the variable store design is the

most influential variable

Wijaya et al.

(Uploaded in

2013)

The Analysis of Retail

Mix Toward Customer

Satisfaction in 39 Store

Semarang

a. Customer Service

Variable customer service has

become a significant variable

and positively affect customer

satisfaction partially at Shop

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Researcher

Research Title

Research Result

39 Semarang is a significance

value of 0.001 under 0:05.

b. Location

This location variables

become significant variables

affecting customer satisfaction

partially in Store 39 Semarang

is a significance value of

0.010 under 0:05.

c. Pricing

Variable pricing is becoming a

significant variable affecting

customer satisfaction partially

in Store 39 Semarang is a

significance value of 0.025

under 0:05.

d. tore Design and Display

Variables store design and

display it becomes a

significant variable affecting

customer satisfaction partially

in Store 39 Semarang is a

significance value of 0.012

under 0:05

e. Merchandise assortments

Variable merchandise

assortments become

significant variables affecting

customer satisfaction partially

in Store 39 Semarang is a

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Researcher Research Title Research Result

significance value of 0.001

under 0:05. Regression

coefficient merchandise

assortments for 0.225 indicate

that the merchandise

assortments positive effect on

customer satisfaction in the

shop 39 Semarang, this means

that if the merchandise

assortments, the better, it will

increase customer satisfaction

in the shop 39 Semarang.

f. Communication Mix

Communication mix variables

become significant variables

affecting customer satisfaction

partially in Store 39 Semarang

is a significance value of

0.046 under 0:05.

Pasaribu and

Sembiring

(2013)

The Effect of Retail

Marketing Mix Strategi

Towards Satisfaction and

Loyalty of Customer at

Syariah MES Mart

Minimarket .

Effect of Retail Marketing Mix

Strategy for Customer

Satisfaction

a. Effect of Customer

Satisfaction MES Mart Sharia

The results showed that the

product has a positive and

significant effect on customer

satisfaction . That is, the better

the product strategy

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Researcher

Research Title

Research Result

undertaken by MES Mart , the

greater the satisfaction felt by

the customer . The degree of

influence between product and

customer satisfaction is large

enough, it can be seen from

the regression coefficient of

b. Effect of Price on Customer

Satisfaction MES Mart Sharia

The results showed the price

factor has a positive but not

significant effect on customer

satisfaction . This means that

the better the pricing policies

do MES Mart , the greater

customer satisfaction , but the

price in this case does not

affect a customer is satisfied

or not .

c. Effect of Location of MES

Mart Customer Satisfaction

Sharia

The results showed that the

location has a positive and

significant effect on customer

satisfaction . That is, the

location is one factor that can

determine whether a customer

is satisfied or not .

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Researcher Research Title

Research Result

d. Effect of Customer

Satisfaction MES personnel

Sharia Mart

The results showed that the

personnel is the most

influential factor in customer

satisfaction. Personnel have a

positive and significant effect

on customer satisfaction .

With a large degree , it can be

said that the personnel of the

factors that determine

customer satisfaction Mart

mini MES compliant.

e. Influence Presentation on

Customer Satisfaction MES

Mart Sharia

Results showed that the effect

of presentationpositive and

significant effect on customer

satisfaction .Based on the test

, it can be concluded the retail

marketing mix strategies

adopted by the company

consists of product, price ,

location , personnel and

presentation simultaneously

affect customer satisfaction

Mart mini MES compliant.

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G. Frame of Thinking

The framework in this study illustrate the relationship of the independent

variable customer service (X1), store design and display (X2), communication

mix (X3), location (X4), merchandise assortment (X5), and pricing (X6)

towards dependent variable customer satisfaction (Y)

According to what the researcher has explained in previous section, the

framework in this research is showed in figure 2.4.

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Figure 2.4

Conceptual Thinking

Store Design

and Display

Communication

Mix

Customer

Service

Merchandise

Assortment

Location Pricing

Customer

Satisfaction

Validity Test

Reliability Test

Normality Test

Multicolliniaerity Test

Heteroscedasticity

Test

Multiple Linear

Regression

Coefficient of

Determination

T Test

F Test

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H. HYPOTHESIS

The hypothesis is an unproven statement or proposition about a factor or

phenomenon that is of interest to the researcher (Malhotra, 2004:49). Based on

the formulation of the problem, the theoretical basis and framework mentioned

above, the hypothesis proposed in this study are:

H01:Customer service (X1) has no significant influence towards customer

satisfaction(Y).

Ha1:Customer service (X1) has a significant influence towards customer

satisfaction (Y).

H02:Store design and display (X2) has no significant influence towards

customer satisfaction (Y).

H02:Store design and display (X2) has a significant influence towards

customer satisfaction (Y).

H03:Communication mix (X3) has no significant influence towards customer

satisfaction (Y).

H03:Communication mix (X3) has a significant influence towards customer

satisfaction (Y).

H04:Location (X4) has no significant influence towards customer satisfaction

(Y).

H04:Location (X4) has a significant influence towards customer satisfaction

(Y).

H05:Merchandise Assortment (X5) has no significant influence towards

customer satisfaction (Y).

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H05:Merchandise Assortment (X5) has a significant influence towards

customer satisfaction (Y).

H06:Pricing (X6) has no significant influence towards customer satisfaction

(Y).

H06:Pricing (X6) has a significant influence towards customer satisfaction (Y).

H07:Customer service (X1), store design and display (X2), communication mix

(X3), location (X4), merchandise assortment (X5), and pricing (X6) have

no significant influence towards customer satisfaction (Y).

H07:Customer service (X1), store design and display (X2), communication mix

(X3), location (X4), merchandise assortment (X5), and pricing (X6) have

a significant influence towards customer satisfaction (Y).

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CHAPTER III

RESEARCH METHODOLOGY

A. Scope of Research

This research is conducted to analyze the influence of retail marketingmix

(customer service, store design & display, communication mix, location,

merchandise assortment, and pricing) towards customer satisfaction at SB

Mart in Bukit Sawangan Indah Housing.

.The determination of target is customers of SB Mart Bukit Sawangan

Indah Housing. It is because SB Mart has the distinctive competence and the

customers come from everywhere not only people who live in Bukit

Sawangan Indah Housing.The research period starts from August 2014 until

the completion writing

B. Population and Sample

1. Population

Population is a generalization area consist of object or subject which has

certain quality and characteristic that is appointed by researcher to be

analyzed than generated conclusion (Sugiyono, 2008:61). Population in

this reserach is all customers whose have ever shopped at SB Mart in

Bukit Sawangan Indah Housing.

2. Sample

Sample is a part of amount and characteristic owned by the population

(Sugiyono, 2008:62). Sampling technique used in this research is non

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probability sampling where all population don't have same opportunity to

become respondents and sampling is based on researcher consideration

(Simamora stated inKoentjoro and Subagio, 2013:2).

In this research use 100 respondents for collectiong data. The use of these

100 questionnaires with technical reason because the proper sample for this

research 30 to 500 people. (Sugiono, 2008:74).

The characteristics of the respondents were used as samples in this study

were:

1. Consumers who shop at SB Mart in Bukit Sawangan Indah Housing.

2. Minimum age 17 years, this is because at that age consumees are able

to provide concrete assessment.

C. Data Collection Method

The type of data obtained, can be grouped into:

1. Primary Data

Primary data is data originated by the researcher specifically to address the

research problem (Malhotra, 2004:37). In this study, primary data obtained

from questionnaires regarding consumer response with regard to customer

service, store design and display, communication mix, location,

merchandise assortment, and pricing that influence customer satisfaction.

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Primary data is data collected for some purpose other than the problem at

hand (Malhotra, 2004:37).

2. Secondary Data

Secondary data is data collected for some purpose other than the problem

at hand (Malhotra, 2004:37). Secondary data were obtained from a variety

of library materials, either in the form of books, journals and other

documents that had to do with the study material.

D. Analysis Method

The approach used in this research is quantitative research. It emphasize

on the breath of information (not the depth) so that this method is appropriate

to be used for wide population with limited variable. So the data or result is

considered as representation from all population (Sugiyono stated in Fransisca

and Sugiyono, 2014:5).

The research design used in this research are causality relationship and

direct interview with questionnare to respondents to obtain the data needed in

order to analyze the relationship between one variable with the other variables

or how is one variable influence the other variables (Umar stated in Setiawan

and Kunto, 2013:6). Causality means when the occurence of X increases the

probability of the occurence of Y (Malhotra, 2004:204). The causality

relationship in this research shows the influence of retail marketing mix

(customer service, store design & display, communication mix, location,

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merchandise assortment, and pricing) towards customer satisfaction at SB

Mart in Bukit Sawangan Indah Housing.

The sampling technique used in this study is a non-probability sampling,

in which all of the population does not have the same opportunities to be

respondents and sampling based on the consideration of researchers

(Simamora stated in Fransisca and Sugiyono, 2014:5). The sampling method

used is convenience sampling in which researchers attempt to obtain a sample

of convenient elements (Malhotra, 2004: 321).

According to Malhotra (2004: 258) Likert scale is widely used rating scale

that requires the respondents to indicate the degree of agreement or

disagreement with each of a series of statements about the stimulus objects. So

to know the measurement of the respondents' answers, researcher using a

Likert scale with the following levels:

a. Strongly Agree answer is weighted 4

b. Agree answer is weighted 3

c. Disagree answer is weighted 2

d. Strongly Disagree answer is weighted 1

In order to reduce error when evaluating the result of distributed

questionnare,researcher do not use one point of Likert Scale “Neutral”.

According to Malhotra (2004: 266) in Scale Evaluation has measurement

error, which result in the measurement or observed score being different from

the true score of the characteristic being measured. The potential source of

error in measurement are:

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a. Other relatively stable characteristics of the individual that influence

the test score, such as intelligence, social desirability, and education.

b. Short-term or transient personal factors, such as health, emotions,

fatigue.

c. Situational factors, such as the presence of other people, noise, and

distractions.

d. Sampling of items included in the scale: addition, deletion, or changes

in the scale items.

e. Lack of clarity of the scale, including the instructions or the items

themselves.

f. Mechanical factors, such as poor printing, overcrowding of items in

the questionnare, and poor design.

g. Administration of the scale, such as differences among interviewers.

h. Analysis factors, such as differences in scoring and statistical analysis.

1. Validity and Reliability Test

The research instrument (questionnaire) that both must meet the

requirements of the valid and reliable. To determine the validity and

reliability of the questionnaire should testing performed on the

questionnaire by using validity and test reliability. Because the validity

and reliability aims to test whether questionnaires were distributed to

obtain research data is valid and reliable, then for it, the author will also

conduct the second test against research instruments (questionnaires):

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a. Reliability

According to Malhotra (2004:267), reliability refers to the extent to

which a scale produces consistent result if repeated measurements are

made on the characteristic. The value of variable reliability demonstrated

by the Cronbach Alpha coefficient. A variable is said to be the Alpha

Cronbach coefficient of Reliability when > 0.60, when the variable is

said to be 0.60 < not reliability.

b. Validity

According to Malhotra (2004:269), the validity of a scale may be

defined as the extent to which differences in observed scale scores reflect

true differences among abjects on the characteristic being measured.

According to Ghozali (2006:49) the validity test is used to measure the

validity of a qustionnaire.To significant test is done by comparing r count

with r table for degree of freedom (df)=n-2. In this case n is sample

amount. (df)=20-2=18 and alpha 0.05 we get r table 0.444 (two tail test).

To test the validity of each questions, it can be seen from Corrected-Item

Total Correlation coloum. If the score of Corrected-Item Total

Correlation > r table the questions is valid.

2. Classic Assumption Test

Before conducting hypothesis testing, in accordance with the

provisions of that in the multiple linear regression test should perform the

classic assumption test prior to testing errors on the regression model used

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in the study. Therefore, at least four basic assumptions must be met that

would normally be tested by multiple linear regression (Santoso, 2012:

221)

a. Multicollinearity test

According to Ghozali (2006:95), multicollinearity test aims to test

whether the regression model found a correlation among the

independent variables (customer service (X1), store design and

display (X2), communication mix (X3), location (X4), merchandise

assortment (X5), and pricing (X6)). Good regression model should

not happen correlation between the independent variables (retail

mix Consist of customer service, store design and display,

communication mix, location, merchandise assortment, and

pricing), If among the independent variables correlated with each

other, then these variables are not orthogonal. To detect the

presence or absence of multicollinearity among the independent

variables in regression model, it can be seen from Tolerance and

VIF value. Cutoff value commonly used to indicate wheter there is

multicolliniearity or not is Tolerance value ≤0.10 or equal to VIF

value ≥10.

b. Normality Test

Normality test aims to test whether the regression model, the

dependent variable (customer satisfaction) and independent

variables variables (customer service (X1), store design and

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display (X2), communication mix (X3), location (X4),

merchandise assortment (X5), and pricing (X6)) both have a

normal distribution or not. If the distribution of the residual values

can not be considered to be normally distributed, then it is said

there are problems with the normality assumption.

According Ghozali (2006: 149), the principle of normality can

be detected by looking at the spread of the data (dots) on the

diagonal axis of the graph probability plots or by looking at the

histogram of the residual.

Basis for decision making as follows:

1) Detection of the histogram, if the normal curve in the graph

follow a bell shape, then the data are normally distributed.

2) While the detection of the normal probability plot on the graph,

if the data (dots) spread around the diagonal line, and follow

the direction of the diagonal line, then the regression model to

meet the assumption of normality. If the spread of the data

(points) do not follow the direction of the diagonal, then the

regression model did not meet the assumption of normality.

This statistical test that can be used to test the normality of the

residuals is a statistical test of non - parametric Kolmogorov-

Smirnov (KS) (Ghozali, 2006: 151). Basis for decision making,

when the value of the Kolmogorov Smirnov significance greater

than 0.05, it can be said to be normally distributed data. If the value

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of the significance of the KS test is smaller than 0.05, it can be said

the data was not normally distributed.

c. Heteroscedasticity test aims to test whether the regression model of

the residual variance occurs inequality an observation to other

observations. If the variance of the residuals one observations to

other observations stable, it is called different homoskedastisitas

and if it is different called heteroscedasticity. Good regression

models is that happened homoskedastisitas or did not happen

heteroscedasticity (Santoso: 2012: 238).

1) Looking at the scatterplot graph, if forming certain patterns,

such as dots form a certain pattern regularly (wavy, widened

then narrowed), then heteroscedasticity indicates has occurred.

If there is no clear pattern, and the points spread above and

below the 0 on the Y axis, then there is no heteroscedasticity

(Santoso, 2012: 240).

2) Glejser Test

Glejser test is done with the regressed absolute value of

residuals against the independent variables (customer service

(X1), store design and display (X2), communication mix (X3),

location (X4), merchandise assortment (X5), and pricing (X6)).

Guidelines from glejser test is looking at the significance level

of each independent variables (customer service (X1), store

design and display (X2), communication mix (X3), location

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(X4), merchandise assortment (X5), and pricing (X6)) on the

dependent variable (customer satisfaction). If the significance

level yield number > 0.05, it can be said regression model does

not contain any heteroscedasticity. (Ghozali, 2006: 129).

3. Multiple Linear Regression Analysis

According to Malhotra (2004:502), the regression analysis is a

statistical procedure to analyze the relationship between the dependent

variable and the independent variables. If there are two or more

independent variables then using multiple linear regression analysis. Thus

it can be seen how the influence of independent variables on the dependent

variable.

According to Malhotra (2004:512) formulas that can be used as a

multiple linear regression analysis calculation is as follows:

Y = a + b1X1 + b2X2 + b3X3 + b4X4 + b5X5 + b6X6

Description:

Y = customer satisfaction (dependent)

a = constanta

X1 = cutomer service (independent)

X2 = store design & display (independent)

X3 = communication mix (independent)

X4 = location (independent)

X5 = merchandise assortment (independent)

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X6 = pricing (independent)

b1 = regression coefficient of X1

b2 = regression coefficient of X2

b3 = regression coefficient X3

b4 = regression coefficient X4

b5 = regression coefficient X5

b6 = regression coefficient X6

4. Analysis of The Coefficient of Determination (R2)

According to Ghozali (2006:87), the coefficient of determination (R2)

essentially measures the how far the ability of model explain the variation

of independent variables. The coefficient of determination is between zero

and one. Small value of R2 means the ability of the independent variables

in explaining the variation in the dependent variable is very limited. Value

that close to one means the independent variables provides almost all the

information needed to predict the variation in the dependent variable.

5. Partial Test (T Test)

According to Setiawan and Kunto (2013:7),t-test is a statistical method

used in the testing to test the influence of all independent variables on the

dependent variable partially. The usefulness of this t-test is to test whether

the variable customer service (X1), store design & display (X2),

communication mix (X3), location (X4), merchandise assortment (X5),

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and pricing (X6) partially affect the customer satisfaction (Y) in SB Mart

Bukit Sawangan Indah Housing.

Steps to perform t test are as follows:

a. Formulate statistical hypothesis

b. Determine the critical value ( t table)

Selected level of significant (α / 2) = 5% / 2 (0.025)

Divider degrees of freedom (df) = n - k – 1

c. Calculating the value of t statistic (t count) can be found using the

formula:

t = bi

SE (bi)

Where: bi = regression coefficient

SE (bi) = standard error of regression coefficient

d. According to Ghozali (stated in Jama, 2013: 46) the calculation

criteria are:

1) If -t table < t test < t table, then Ho is accepted and Hais

rejected,it means there is no influence betweenindepedent

variable (X) toward dependent variable (Y).

2) If t test > t table, or -t test < -t table then Ho is rejectedand Ha is

accepted, it means there is influence between independent

variable (X) toward dependent variable (Y).

While criteria in making a decision with significancy(α) = 0,05 are:

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1) If probability α >0.05, so Ho acceptedand Ha rejected.

2) If probability α < 0.05, so Ho rejected and Ha accepted.

6. Simultaneous Testing (F Test)

According to Setiawan and Kunto (2013:7), f-test is the test

method used in statistics to test the influence level of all independent

variables to the dependent variable simultaneously. The usefulness of this

F test is to examine whether the variable customer service (X1), store

design & display (X2), communication mix (X3), location (X4),

merchandise assortment (X5), and pricing (X6) together influence on

customer satisfaction (Y) in SB Mart in Bukit Sawangan Indah Housing.

Steps to perform F-test is as follows:

1. Formulate statistical hypothesis

H0: means that the independent variables (X1, X2, X3, X4, X5, X6)

simultaneously have no significant effect on the dependent variable

(Y).

Ha: means that the independent variables (X1, X2, X3, X4, X5, X6)

simultaneously have significant effect on the dependent variable (Y).

2. Determine the critical value (Ftable)

Selected level of significant (α) = 5% (0.05)

Degrees of freedom numerator (df1) = k

Divider degrees of freedom (df) = n - k – 1

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3. Calculate the statistical value (F count) can be found using the

formula:

Fhitung =SSreg/df1

𝑆𝑆𝑟𝑒𝑠/𝑑𝑓2(2)

Where: SSreg = sum square regression

SSres = sum square residuals

df = degrees of freedom

4. Calculation criteria

If F count > F table, H0 is rejected and Ha is accepted

If F count < F table, H0 is accepted and Ha is rejected

E. Operational Definition of Variables

In this research there are 6 independent variables derive from retail mix

variables (customer service (X1), store design and display (X2),

communication mix (X3), location (X4), merchandise assortment (X5), and

pricing (X6))and dependent variable is customer satisfaction (Y).

Table 3.1

Variable Dimension/Sub.

Variable

Indicator Measurement

Scale

Customer Service

(X1)

(Levy & Weitz,

2012:505-506)

1. Tangible

1. Store employees

are always use

tidy uniform.

Ordinal

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Variable

Dimension/Sub.

Variable

2. Reliability

3. Responsiveness

4. Assurance

5. Empathy

Indicator

2. The provision of

troley and

shopping cart

3. The provision of

debit machine /

credit

1. Delivery

Service

1. Responsiveness

to customer

complaints and

inquiries

1. Knowledge of

the product

offered

2. Security trust

and

convenience

shopping

1. The willingness

of store

employees to

handle and

resolved

customer

complaints

Measurement

Scale

Ordinal

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Variable Dimension/Sub.

Variable

Indicator

Measurement

Scale

Store design and

display (X2)

Dunne, Lusch, and

Griffith stated in

Setiawan and Kunto

(2013:4) & Berman

dan Evans (stated in

Fuad, 2010:3)

1. Store front

design/exterior

2. General Interior

3. Store Layuot

4. Lighting design

5. Sounds

6. Smells

1. The

attractiveness of

the storefront

1. The cleanliness

in the SB Mart

store

2. The neatness of

product display

3. The air in the

store

1. The

appropriate

layout in the

store

1. The lighting in

the store

1. Greeting from

the store

employee

1. Smell good of

the store

Ordinal

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Variable

Dimension/Sub.

Variable

Indicator

Measurement

Scale

Communication mix

(X3)

Sullivan & Adcock

(stated in Japarianto

dan Djati uploaded in

2013:5)

1. Sales promotion

2. Advertising

1. Clear

information

about sales

promotion

(discount,

bonus, etc.)

2. The

atrractiveness of

sales promotion

1. The

attractiveness of

the boardand

signs used by a

shop

2. Appropriately

distributing

attractive

brochures

Ordinal

Location (X4)

Mischitelli (stated in

Atmaja and

Adiwinata, 2013:3)

& Lamb, et al (stated

in Munir, 2011:39)

1. Accessibility

1. Store locations

easily

accessible by

vehicles

2. Store locationis

easy to find

Ordinal

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Variable Dimension/Sub.

Variable

2. Place

3. Parking

4. Security of

location

Indicator

1. Strategic store

locations

1. Parking area is

quite spacious

and

comfortable.

1. Security of the

store locations

Mesurement

Scale

Ordinal

Merchandise

assortment (X5)

Levy and Weitz

(2012:314)&(Annisa,

2014). & (Engels and

Blackwell stated in

Liwe, 2013:3).

1. Product variety

or breadth

2. Product depth

3. Product

availability

1. The diversity of

the products

1. The various

size of product

1. The availability

of products

stock

Ordinal

Pricing (X6)

Stanton (stated in

Dinawan, 2010:36)

1. Prices are in

accordance with

the quality of a

product.

1. Given prices in

accordance with

the quality

obtained.

Ordinal

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Variable Dimension/Sub.

Variable

2. Prices are in

accordance with

the benefits of a

product.

3. Price

comparisons

with other

products.

Indicator

2. Given prices in

accordance with

the benefit

obtained.

3. Given prices

compare to

competitor’s

products.

Mesurement

Scale

Ordinal

Customer

satisfaction (Y)

Lupiyoadi (stated in

Akmal et al., 2012:2)

& Dutka (in Melinda

in Saidani and

Arifin, 2012:

6)&Kennedy and

Young (stated in

Lustinayanti,

2011:25)

1. Product quality

2. Service quality

3. Attributes

related to

purchase

4. Overall

Satisfaction

1. The products

are offered in

accordance with

customer

expectations.

2. The services

provided in

accordance with

the level of

consumer

expectations.

3. Good reputation

of the store.

4. Overall

Satisfaction of

Customers.

Ordinal

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CHAPTER IV

ANALYSIS

A. General Overview Research Object

1. The History of SB Mart

SB Mart was established on August 3, 2010. The establishment of SB

Mart is motivated by a sense of longing for the presence of shopping

facilities for the general public which really favor the general public

consumers, traders and economic actors in the environment surrounding

SB Mart. SB Mart has a different nuances compare with others mini

markets, also has a different philosophy and orientation.

SB Mart is one of the business unit of Sejahtera Bersama Cooperative

which is engaged in trading of basic needs which are expected to provide

basic daily needs for members / prospective members of the cooperative

and the community at large with good quality and reasonable price as well

as a builder for the store-small store owned by the community in each

area.

Along with the rise of the mini market business in Indonesia, SB Mart

comes in serving people with different store shades. Both in terms of the

atmosphere of shopping, the appearance, or products that are sold. SB

Mart does not sell liquor and other illicit goods so SB Mart is very friendly

with the family of Indonesia. In SB Mart also sold distinctive merchandise

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such as habbatusauda, palm juice, equipment prayer, as well as books of

Islam. It makes SB Mart looks very strong with Islamic nuance. With

more than 4,000 product variations merchandise items, as well as

reinforced with Islamic nuance and Systems Information Technology (IT)

which qualified, it is expected that people can rely on the existence of SB

Mart in their respective communities as providers of everyday staples,

moreover SB Mart provides more fruit variation, especially local fruits.

SB Mart has advantages over competitors in terms of service delivery.

Simply by calling SB Mart, the goods that customers want will be

delivered directly to the customers' homes. SB Mart has programs that

greatly favor the small traders and business people around SB Mart

environment, It realized with Partnership Shelf Program, Muhasaba

(Sejahtera Bersama Business Partners), as well as the Speical Price for

Members. Shelves partnerships are used as a means to accommodate the

products whether it is food, craftsand others produced by people around

SB Mart stores are located. Therefore, SB Mart's expansion plans are

directed to reach out to remote areas. With these programs, SB Mart is

expected to be a builder for small shops owned by people in each area and

can actually be a mini market that can compete and prosper each member /

prospective member Sejahtera Bersama Cooperative and the public at

large.

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In conducting its business, the SB Mart uphold the principles of

Cooperative oriented to help, strengthen and develop the economy of the

community to improve the economic and social welfare of the community

itself. SB Mart has very much cooperative members and spread throughout

Indonesia. Like the philosophy of cooperative economy "from member to

member", SB Mart gives special price to members. The very cheap price is

expected to give more loyalty to members for shopping and fulfill the

daily needs at SB Mart. The more often members shop at SB Mart, the

greater SHU they will be enjoyed.

However, SB Mart's target market is not only its members, the main

target is the middle class of Muslim family. Therefore, SB mart

established with the motto Convenient and Ideal. The establishment SB

Mart stores always consider the condition. Starting from extensive

parking, the clean of stores, wide shopping aisle, friendly service,

providing shopping trolley and so forth. Availability of prices

corresponding to the entire target market, SB Mart is expected to satisfy

all consumers so that SB Mart Ideal for all walks of life.

(www.sbmart.co.id)

SB Mart which headquartered in Bandung is still fairly young when

compared to the competitors that are stronger in terms of capital and have

long been in the field of modern retail business. However, it did not break

the spirit of SB Mart to become even greater. This was proven by SB

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Mart, it already has more than 150 outlets and has a target of expansion to

1000 outlets in 2015. (http://goo.gl/2PJPfh)

VISION

Become a retail distribution network with high competitiveness that

prosper.

MISSION

Running a business unit with good structure and efficient with the

principle of service.

MOTTO

“Belanja Nyaman dan Ideal”

Comfortable with greetings, smile and service to every customer, clean,

cool, neat, ideal, and as expected target market SB Mart, members and the

general consumer. Ideal price, place and product.

POSITIONING

a. A means of comfortable, clean and friendly shopping.

b. Selling space of 120 m2.

c. Variations products sold approximately 3500 items.

d. Prices are affordable for the whole society and cheaper for members /

prospective members.

e. Close, cheap and insightful forward and be able to meet consumer

expectations SB Mart.

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LEGALITY OF ENTERPRISES

a. Cooperative Effort Certification Number: 518/025-KUKM &

PERINDAG/YEAR 2010 from the Cooperatives Department of SMEs

and Industry, Commerce Bandung Goverment.

Trading Business License (License) Number: 510 / 2-7661-BPMPPT

from the Integrated Board of Investment and Licensing Services

Government of Bandung.

b. Company Registration (TDP) Number: 101 125 100 422 from the

Integrated Investment Board and Licensing Services Government of

Bandung.

c. Taxpayer Identification Number (NPWP) Number: 02.300.901.2-

429.002 from the Directorate General of Taxation, Ministry of Finance

of the Republic of Indonesia Regional Office DJP West Java I.

B. Analysis and Discussion

1. Validity Test

According to Ghozali (2006:49) the validity test is used to measure

the validity of a qustionnaire. A questionnaire is valid if the questions on

the questionnaire is able to reveal something that will be on the

questionnaire measure. To significant test is done by comparing r count

with r table for degree of freedom (df)=n-2. In this case n is sample

amount. (df)=20-2=18 and alpha 0.05 we get r table 0.444 (two tail test).

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To test the validity of each questions, it can be seen from Corrected-

Item Total Correlation coloum. If the score of Corrected-Item Total

Correlation > r table the questions is valid.

The questionnaire is divided into seven main factors, those are

customer service (X1) is consist of 12 statements, store design and

display (X2) is consist of 9 statements, communication mix (X3) is

consist of 7 statements, location (X4) is consist of 8 statements,

merchandise assortment (X5) is consist of 7 statements, and pricing (X6)

is consist of 3 statements and consumer satisfaction (Y) is consist of 4

statements. So, the number of statements in this questionnaire as many as

50 questions with a total of 100 respondents. Before the questionnaire

was given to 100 respondents, authors try to assess the validity and

reliability of all such question by spread the try out to 20 respondents.

The size of the validity of each question can be seen in table 4.1

below:

Tabel 4.1

The Result of Validity Test

Question

Numbers

Standard

Value(r

table)

Corrected

Item-Total

Correlation

Value

Result

1 0.444 0.640 Valid

2 0.444 0.829 Valid

3 0.444 0.575 Valid

4 0.444 0.581 Valid

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Question

Numbers

Standard

Value(r

table)

Corrected

Item-Total

Correlation

Value

Result

5 0.444 0.625 Valid

6 0.444 0.663 Valid

7 0.444 0.493 Valid

8 0.444 0.526 Valid

9 0.444 0.799 Valid

10 0.444 0.799 Valid

11 0.444 0.799 Valid

12 0.444 0.492 Valid

13 0.444 0.865 Valid

14 0.444 0.865 Valid

15 0.444 0.784 Valid

16 0.444 0.784 Valid

17 0.444 0.784 Valid

18 0.444 0.779 Valid

19 0.444 0.875 Valid

20 0.444 0.794 Valid

21 0.444 0.674 Valid

22 0.444 0.667 Valid

23 0.444 0.543 Valid

24 0.444 0.634 Valid

25 0.444 0.809 Valid

26 0.444 0.809 Valid

27 0.444 0.778 Valid

28 0.444 0.684 Valid

29 0.444 0.843 Valid

30 0.444 0.779 Valid

31 0.444 0.490 Valid

32 0.444 0.688 Valid

33 0.444 0.626 Valid

34 0.444 0.759 Valid

35 0.444 0.535 Valid

36 0.444 0.493 Valid

37 0.444 0.702 Valid

38 0.444 0.543 Valid

39 0.444 0.506 Valid

40 0.444 0.506 Valid

41 0.444 0.548 Valid

42 0.444 0.679 Valid

43 0.444 0.465 Valid

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Question

Numbers

Standard

Value(r

table)

Corrected

Item-Total

Correlation

Value

Result

44 0.444 0.627 Valid

45 0.444 0.663 Valid

46 0.444 0.674 Valid

(Source: Primary data process 2014)

2. Reliability Test

Reliability refers to the extent to which a scale produces consistent

result if repeated measurements are made on the characteristic. The value

of variable reliability demonstrated by the Cronbach Alpha coefficient. A

variable is said to be the Alpha Cronbach coefficient of Reliability when >

0.60, when the variable is said to be 0.60 < not reliability (Malhotra,

2004:267).

Tabel 4.2

The Result of Reliability Test

(Source: Primary data process 2014)

Based on the table 4.2 above (SPSS output), note that all variables

have the value of Cronbach's Alpha is greater than 0.60. So it can be

summed up all the variables used in this study is reliable.

Reliability Statistics

Cronbach's Alpha N of Items

.975 46

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C. Characteristics and Respondents Data

The respondents in this research are the customers of SB Mart Bukit

Sawangan Indah Housing which have minimum age is 17 years old. The

questionnaire was distributed in as many as 100 questionnaires directly to

respondents. Here is a presentation of the results of recognized characteristics

of respondents.

Table 4.3

Characteristic of Respondents

Description Information Total

Age <25 years old 22

25-40 years old 57

>40 years old 21

Gender Male 34

Female 66

Education Elementary School (SD) 9

Junior High School (SMP) 16

Senior High School (SMA) 31

Diploma 3 (D3) 17

Bachelor (S1) 21

Master (S2) 6

Occupation Students 12

Employee 28

Entrepreneur 17

Housewife 43

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Based on the research results of 100 respondents, visible in table 2.7

there are 34 respondents (34%) are male and 66 respondents (66%) are

female, the results from the characteristics of the respondents.

1. Descriptive Analysis

a. Customer Service

1) Tangible

a) SB Mart employees are always use uniform neatly.

Table 4.4

The answer of respondents regarding

SB Mart employees are always use uniform neatly.

(

(Source: Primary data process 2014)

The result from the table 4.4 showed that 4.0% disagree, and

60.0% agree, and 36.0% strongly agree. Then it can be

concluded that the majority of respondents agree that SB Mart

employees are always use uniform neatly.

VAR00001

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 4 4.0 4.0 4.0

3 60 60.0 60.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

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b) Customers can easily use a trolley or shopping cart.

Table 4.5

The answer of respondents regarding

customers can easily use a trolley or shopping cart.

VAR00002

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid 3 51 51.0 51.0 51.0

4 49 49.0 49.0 100.0

Total 100 100.0 100.0

(Source: Primary data process 2014)

The result from the table 4.5 showed that 51.0% agree, and

49.0% strongly agree. Then it can be concluded that the

majority of respondents agree that customers can easily use a

trolley or shopping cart.

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c) Customers can easily pay for purchases using a credit / debit

card.

Table 4.6

The answer of respondents regarding customers

can easily pay for purchases using a credit / debit card.

(Source: Primary data process 2014)

The result from the table 4.6 showed that 3.0% disagree,

74.0% agree, 23.0% strongly agree. Then it can be concluded

that the majority of respondents agree that customers can easily

pay for purchases using a credit / debit card.

VAR00003

Frequency Percent Valid Percent Cumulative Percent

Valid 2 3 3.0 3.0 3.0

3 74 74.0 74.0 77.0

4 23 23.0 23.0 100.0

Total 100 100.0 100.0

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2) Reliability

a) Customers can easily use the delivery service of SB Mart.

Table 4.7

The answer of respondents customers can easily use

the delivery service of SB Mart.

(

(Source: Primary data process 2014)

The result from the table 4.7 showed that that 1.0% strongly

disagree, 6.0% disagree, 76.0% agree, 17.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that customers can easily use the delivery service of SB

Mart.

VAR00004

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 6 6.0 6.0 7.0

3 76 76.0 76.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

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3) Responsiveness

a) SB Mart employees serve customers very friendly.

Table 4.8

The answer of respondents regarding SB Mart

employees serve customers with very friendly.

(

(Source: Primary data process 2014)

The result from the table 4.8 showed that that 57.0% agree,

43.0% strongly agree. Then it can be concluded that the

majority of respondents agree thadt SB Mart employees serve

customers very friendly.

VAR00005

Frequency Percent Valid Percent Cumulative Percent

Valid 3 57 57.0 57.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

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b) SB Mart employees are always ready to help customers.

Table 4.9

The answer of respondents regarding SB Mart

employees are always ready to help customers.

(Source: Primary data process 2014)

The result from the table 4.9 showed that 3.0% disagree,

65.0% agree, 32.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart employees

serve customers very friendly.

VAR00006

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 65 65.0 65.0 68.0

4 32 32.0 32.0 100.0

Total 100 100.0 100.0

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c) Any complaints from customers, always quickly responded.

Table 4.10

The answer of respondents regarding any complaints from

customers, always quickly responded.

(Source: Primary data process 2014)

The result from the table 5.0 showed that 2.0% disagree,

81.0% agree, 17.0% strongly agree. Then it can be concluded

that the majority of respondents agree that any complaints

from customers, always quickly responded.

VAR00007

Frequency Percent Valid Percent Cumulative Percent

Valid 2 2 2.0 2.0 2.0

3 81 81.0 81.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

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d) SB Mart employees can give solutions when customers are

having problems.

Table 4.11

The answer of respondents regarding SB Mart employees can

give solutions when customers are having problems.

(

(Source: Primary data are process 2014)

The result from the table 5.1 showed that 5.0% disagree, 92.0%

agree, 3.0% strongly agree. Then it can be concluded that the

majority of respondents agree that SB Mart employees can give

solutions when customers are having problems.

VAR00008

Frequency Percent Valid Percent Cumulative Percent

Valid 2 5 5.0 5.0 5.0

3 92 92.0 92.0 97.0

4 3 3.0 3.0 100.0

Total 100 100.0 100.0

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4) Assurance

a) SB Mart employees know the information about the products

being sold.

Table 4.12

The answer of respondents regarding SB Mart employees know

the information about the products being sold.

(Source: Primary data are process 2014)

The result from the table 5.2 showed that 6.0% disagree, 71.0%

agree, 23.0% strongly agree. Then it can be concluded that the

majority of respondents agree that SB Mart employees know

the information about the products being sold.

VAR00009

Frequency Percent Valid Percent Cumulative Percent

Valid 2 6 6.0 6.0 6.0

3 71 71.0 71.0 77.0

4 23 23.0 23.0 100.0

Total 100 100.0 100.0

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b) Customers feel comfortable while shopping at SB Mart.

Table 4.13

The answer of respondents regarding customers

feel comfortable while shopping at SB Mart.

(

(Source: Primary data are process 2014)

The result from the table 5.3 showed that 4.0% disagree,

60.0% agree, 36.6% strongly agree. Then it can be concluded

that the majority of respondents agree that customers feel

comfortable while shopping at SB Mart.

VAR00010

Frequency Percent Valid Percent Cumulative Percent

Valid 2 4 4.0 4.0 4.0

3 60 60.0 60.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

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c) Customers trust with the security at SB Mart.

Table 4.14

The answer of respondents regarding customers

trust with the security at SB Mart.

(

(Source: Primary data are process 2014)

The result from the table 5.4 showed that 5.0% disagree, 79.0%

agree, 16.0% strongly agree. Then it can be concluded that the

majority of respondents agree that customers trust with the

security at SB Mart.

VAR00011

Frequency Percent Valid Percent Cumulative Percent

Valid 2 5 5.0 5.0 5.0

3 79 79.0 79.0 84.0

4 16 16.0 16.0 100.0

Total 100 100.0 100.0

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5) Empathy

a) SB Mart employees are willing to deal with customer

complaints and resolved.

Table 4.15

The answer of respondents regarding SB Mart employees are

willing to deal with customer complaints and resolved.

(Source: Primary data are process 2014)

The result from the table 5.5 showed that 2.0% strongly

disagree, 4.0% disagree, 81.0% agree, 13.0% strongly agree.

Then it can be concluded that the majority of respondents agree

that SB Mart employees are willing to deal with customer

complaint and resolved.

VAR00012

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 2.0 2.0 2.0

2 4 4.0 4.0 6.0

3 81 81.0 81.0 87.0

4 13 13.0 13.0 100.0

Total 100 100.0 100.0

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b. Store Design and Display

1) Storefront Design

a) SB Mart storefront looks attractive.

Table 4.16

The answer of respondents regarding SB Mart

storefront looks attractive.

(

(

S

(Source: Primary data are process 2014)

The result from the table 5.6 showed that 1.0% strongly

disagree, 5.0% disagree, 58.0 agree, 36.0% strongly agree.

Then it can be concluded that the majority of respondents agree

that customers feel safe while shopping at SB Mart.

VAR00013

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 5 5.0 5.0 6.0

3 58 58.0 58.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

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2) General Interior

a) SB Mart store is clean

Table 4.17

The answer of respondents regarding SB Mart store is clean

.

(Source: Primary data are process 2014)

The result from the table 5.7 showed that 1.0% disagree, 58.0%

agree, 41.0% strongly agree. Then it can be concluded that the

majority of respondents agree that SB Mart store is clean.

VAR00014

Frequency Percent Valid Percent Cumulative Percent

Valid 2 1 1.0 1.0 1.0

3 58 58.0 58.0 59.0

4 41 41.0 41.0 100.0

Total 100 100.0 100.0

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b) SB Mart puts the products on a regular basis

Table 4.18

The answer of respondents regarding SB Mart puts the

products on a regular basis.

(

(

(Source: Primary data are process 2014)

The result from the table 5.8 showed that 1.0% disagree, 64.0%

agree, 35.0% strongly agree. Then it can be concluded that the

majority of respondents agree that SB Mart puts the products

on a regular basis.

VAR00015

Frequency Percent Valid Percent Cumulative Percent

Valid 2 1 1.0 1.0 1.0

3 64 64.0 64.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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c) Placement of products in SB Mart makes customers to find the

products desired easily.

Table 4.19

The answer of respondents regarding placement of products in

SB Mart makes custto find the products desired easily.

(Source: Primary data are process 2014)

The result from the table 5.9 showed that 8.0% disagree, 82.0%

agree, 10.0% strongly agree. Then it can be concluded that the

majority of respondents agree that placement of products in SB

Mart makes customers to find the products desired easily.

VAR00016

Frequency Percent Valid Percent Cumulative Percent

Valid 2 8 8.0 8.0 8.0

3 82 82.0 82.0 90.0

4 10 10.0 10.0 100.0

Total 100 100.0 100.0

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d) Room temperature in SB Mart store is convenient

Table 4.20

The answer of respondents regarding room temperature in SB

Mart store is convenient

VAR00017

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid 2 2 2.0 2.0 2.0

3 60 60.0 60.0 62.0

4 38 38.0 38.0 100.0

Total 100 100.0 100.0

(Source: Primary data process 2014)

The result from the table 6.3 showed that 2.0% disagree, 60.0%

agree, 38.0% strongly agree. Then it can be concluded that the

majority of respondents agree that room temperature in SB

Mart store is convenient.

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3) Store Layout

a) The store layout makes customers easily to find the products

desired.

Table 4.21

The answer of respondents regarding The store layout makes

customers easily to find the products desired.

(

S

(Source: Primary data are process 2014)

The result from the table 6.0 showed that 1.0% strongly

disagree, 8.0% disagree, 80.0% agree, 11.0% strongly agree.

Then it can be concluded that the majority of respondents agree

that the store layout makes customers easily to find the

products desired.

VAR00018

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 8 8.0 8.0 9.0

3 80 80.0 80.0 89.0

4 11 11.0 11.0 100.0

Total 100 100.0 100.0

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4) Lighting Design

a) Lighting in SB Mart stores reasonably bright

Table 4.22

The answer of respondents regarding lighting in SB Mart stores

reasonably bright

(Source: Primary data are process 2014)

The result from the table 6.1 showed that 1.0% strongly

disagree, 14.0% disagree, 68.0% agree, 17.0% strongly agree.

Then it can be concluded that the majority of respondents agree

that lighting in SB Mart stores reasonably bright.

VAR00019

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 14 14.0 14.0 15.0

3 68 68.0 68.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

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5) Sounds

a) The greeting habit of SB Mart employees bring Islamic

nuances.

Table 4.23

The answer of respondents regarding the greeting habit of SB

Mart employees bring Islamic nuances.

.

(Source: Primary data are process 2014)

The result from the table 6.2 showed that 55.0% agree, 45.0%

strongly agree. Then it can be concluded that the majority of

respondents agree that the greeting habit of SB Mart

employees bring Islamic nuances.

VAR00020

Frequency Percent Valid Percent Cumulative Percent

Valid 3 55 55.0 55.0 55.0

4 45 45.0 45.0 100.0

Total 100 100.0 100.0

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6) Smells

a) SB Mart store room does not smell bad

Table 4.24

The answer of respondents regarding SB Mart store room does

not smell bad

(Source: Primary data process 2014)

The result from the table 6.4 showed that 1.0% disagree,

61.0% agree, 38.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart store room

does not smell bad.

VAR00021

Frequency Percent Valid Percent Cumulative Percent

Valid 2 1 1.0 1.0 1.0

3 61 61.0 61.0 62.0

4 38 38.0 38.0 100.0

Total 100 100.0 100.0

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c. Communication Mix

1) Sales Promotion

a) SB Mart gives sales promotion such as discount, prizes, and

bonus to customers.

Table 4.25

The answer of respondents regarding SB Mart gives sales

promotion such as discount, prizes, and bonus to customers.

(Source: Primary data process 2014)

The result from the table 6.5 showed that 1.0% disagree,

51.0% agree, 48.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart gives sales

promotion such as discount, prizes, and bonus to ccustomers.

VAR00022

Frequency Percent Valid Percent Cumulative Percent

Valid 2 1 1.0 1.0 1.0

3 51 51.0 51.0 52.0

4 48 48.0 48.0 100.0

Total 100 100.0 100.0

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b) The information about sales promotion is clearly conveyed to

customers.

Table 4.26

The answer of respondents regarding the information about

sales promotion is clearly conveyed to customers.

(Source: Primary data process 2014)

The result from the table 6.6 showed that 6.0% disagree,

51.0% agree, 43.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the information

about sales promotion is clearly conveyed to customers.

VAR00023

Frequency Percent Valid Percent Cumulative Percent

Valid 2 6 6.0 6.0 6.0

3 51 51.0 51.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

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c) SB Mart sales promotion is attractive.

Table 4.27

The answer of respondents regarding SB Mart sales promotion

is attractive.

(Source: Primary data process 2014)

The result from the table 6.7 showed that 1.0% strongly

disagree, 10.0% disagree, 67.0% agree, 22.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that SB Mart sales promotion is attractive.

VAR00024

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 10 10.0 10.0 11.0

3 67 67.0 67.0 78.0

4 22 22.0 22.0 100.0

Total 100 100.0 100.0

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2) Advertising

a) The signboard used allows customers to recognize SB Mart

store.

Table 4.28

The answer of respondents regarding the signboard used allows

customers to recognize SB Mart store.

(Source: Primary data process 2014)

The result from the table 6.8 showed that 2.0% strongly

disagree, 2.0% disagree, 53.0% agree, 43.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that the signboard used allows customers to recognize

SB Mart store.

VAR00025

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 2.0 2.0 2.0

2 2 2.0 2.0 4.0

3 53 53.0 53.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

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b) The sign used by SB Mart allows customers to find SB Mart

stores.

Table 4.29

The answer of respondents regarding the sign used by SB

Mart allows customers to find SB Mart stores.

(Source: Primary data process 2014)

The result from the table 6.9 showed that 1.0% disagree,

64.0% agree, 35.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the sign used by SB

Mart allows customers to find SB Mart stores.

VAR00026

Frequency Percent Valid Percent Cumulative Percent

Valid 2 1 1.0 1.0 1.0

3 64 64.0 64.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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c) Brochure design used by SB Mart is attractive

Table 4.30

The answer of respondents regarding brochure

design used by SB Mart is attractive

(Source: Primary data process 2014)

The result from the table 7.0 showed that 2.0% strongly

disagree, 7.0% disagree, 67.0% agree, 24.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that brochure design used by SB Mart is attractive.

VAR00027

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 2.0 2.0 2.0

2 7 7.0 7.0 9.0

3 67 67.0 67.0 76.0

4 24 24.0 24.0 100.0

Total 100 100.0 100.0

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d) Brochure design used by SB Mart is easy to read.

Table 4.31

The answer of respondents regarding brochure

design used by SB Mart is easy to read.

(Source: Primary data process 2014)

The result from the table 7.1 showed that 2.0% disagree,

53.0% agree, 45.0% strongly agree. Then it can be concluded

that the majority of respondents agree that brochure design

used by SB Mart is easy to read.

VAR00028

Frequency Percent Valid Percent Cumulative Percent

Valid 2 2 2.0 2.0 2.0

3 53 53.0 53.0 55.0

4 45 45.0 45.0 100.0

Total 100 100.0 100.0

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d. Location

1) Accessibility

a) SB Mart location easily accessible by private vehicle.

Table 4.32

The answer of respondents regarding SB Mart

location easily accessible by private vehicle.

(Source: Primary data process 2014)

The result from the table 7.2 showed that 19.0% agree, 81.0%

strongly agree. Then it can be concluded that the majority of

respondents agree that SB Mart location easily accessible by

private vehicle.

VAR00029

Frequency Percent Valid Percent Cumulative Percent

Valid 3 19 19.0 19.0 19.0

4 81 81.0 81.0 100.0

Total 100 100.0 100.0

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b) SB Mart location easily accessible by public transport.

Table 4.33

The answer of respondents regarding SB Mart

location easily accessible by public transport.

(Source: Primary data process 2014).

The result from the table 7.3 showed that 3.0% disagree,

45.0% agree, 52.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart location

easily accessible by public transport.

VAR00030

Frequency Percent Valid Percent Cumulative Percent

Valid 2 3 3.0 3.0 3.0

3 45 45.0 45.0 48.0

4 52 52.0 52.0 100.0

Total 100 100.0 100.0

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c) The location of SB Mart is easily found by customers

Table 4.34

The answer of respondents regarding the location

of SB Mart is easily found by customers

(Source: Primary data process 2014)

The result from the table 7.5 showed that 7.0% disagree,

59.0% agree, 34.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the location of SB

Mart is easily found by customers.

VAR00031

Frequency Percent Valid Percent Cumulative Percent

Valid 2 7 7.0 7.0 7.0

3 59 59.0 59.0 66.0

4 34 34.0 34.0 100.0

Total 100 100.0 100.0

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2) Place

a) The location of SB Mart is near from highway

Table 4.35

The answer of respondents regarding the

location of SB Mart is near from highway

(Source: Primary data process 2014)

The result from the table 7.4 showed that 4.0% disagree,

49.0% agree, 47.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the location of SB

Mart is near from highway.

VAR00032

Frequency Percent Valid Percent Cumulative Percent

Valid 2 4 4.0 4.0 4.0

3 49 49.0 49.0 53.0

4 47 47.0 47.0 100.0

Total 100 100.0 100.0

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b) The location of SB Mart is close to housing

Table 4.36

The answer of respondents regarding the location

of SB Mart is close to housing

.

(Source: Primary data process 2014)

The result from the table 7.6 showed that 30.0% agree, 70.0%

strongly agree. Then it can be concluded that the majority of

respondents agree that the location of SB Mart is close to

housing.

VAR00033

Frequency Percent Valid Percent Cumulative Percent

Valid 3 30 30.0 30.0 30.0

4 70 70.0 70.0 100.0

Total 100 100.0 100.0

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3) Parking

a) SB Mart parking lot quite spacious

Table 4.37

The answer of respondents regarding

SB Mart parking lot quite spacious

.

(Source: Primary data process 2014)

The result from the table 7.7 showed that 3.0% disagree,

55.0% agree, 42.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart parking lot

quite spacious.

VAR00034

Frequency Percent Valid Percent Cumulative Percent

Valid 2 3 3.0 3.0 3.0

3 55 55.0 55.0 58.0

4 42 42.0 42.0 100.0

Total 100 100.0 100.0

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b) SB Mart parking lot well organized

Table 4.38

The answer of respondents regarding

SB Mart parking lot well organized

(Source: Primary data process 2014)

The result from the table 7.8 showed that 11.0% disagree,

62.0% agree, 27.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart parking lot

well organized

VAR00035

Frequency Percent Valid Percent Cumulative Percent

Valid 2 11 11.0 11.0 11.0

3 62 62.0 62.0 73.0

4 27 27.0 27.0 100.0

Total 100 100.0 100.0

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4) Security of Location

a) The SB Mart location is safe.

Table 4.39

The answer of respondents regarding

the SB Mart location is safe.

(Source: Primary data process 2014)

The result from the table 7.9 showed that 1.0% strongly

disagree, 7.0% disagree, 59.0% agree, 33.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that the SB Mart location is safe.

VAR00036

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 7 7.0 7.0 8.0

3 59 59.0 59.0 67.0

4 33 33.0 33.0 100.0

Total 100 100.0 100.0

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e. Merchandise Assortment

1) Variety or Breadth

a) A wide variety of products sold in SB Mart.

Table 4.40

The answer of respondents regarding

a wide variety of products sold in SB Mart.

(Source: Primary data process 2014)

The result from the table 8.0 showed that 1.0% strongly

disagree, 7.0% disagree, 57.0% agree, 35% strongly agree.

Then it can be concluded that the majority of respondents

agree that a wide variety of products sold in SB Mart.

VAR00037

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 7 7.0 7.0 8.0

3 57 57.0 57.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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2) Depth

a) SB Mart sells products in various packaging sizes.

Table 4.41

The answer of respondents regarding

SB Mart sells products in various packaging sizes.

(Source: Primary data process 2014)

The result from the table 8.5 showed that 2.0% strongly

disagree, 15.0% disagree, 66.0% agree, 17.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that SB Mart sells products in various packaging sizes.

VAR00038

Frequency Percent Valid Percent Cumulative Percent

Valid 1 2 2.0 2.0 2.0

2 15 15.0 15.0 17.0

3 66 66.0 66.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

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3) Product Availability

a) The stock of products sold in SB Mart well available.

Table 4.42

The answer of respondents regarding the stock

of products sold in SB Mart well available

(Source: Primary data process 2014)

The result from the table 8.6 showed that 3.0% strongly

disagree, 18.0% disagree, 70.0% agree, 9.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that the stock of products sold in SB Mart well available.

VAR00039

Frequency Percent Valid Percent Cumulative Percent

Valid 1 3 3.0 3.0 3.0

2 18 18.0 18.0 21.0

3 70 70.0 70.0 91.0

4 9 9.0 9.0 100.0

Total 100 100.0 100.0

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f. Pricing

1) Prices are in accordance with the quality of a product

a) The prices are provided by SB Mart in line with the quality

obtained by the customer.

Table 4.43

The answer of respondents regarding the prices

are provided by SB Mart in line with the

quality obtained by the customer.

VAR00040

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid 2 5 5.0 5.0 5.0

3 63 63.0 63.0 68.0

4 32 32.0 32.0 100.0

Total 100 100.0 100.0

(Source: Primary data process 2014)

The result from the table 8.7 showed that 5.0% disagree,

63.0% agree, 32.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the prices are

provided by SB Mart in line with the quality obtained by the

customer.

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2) Prices are in accordance with the benefit of a product.

a) The prices are provided by SB Mart in line with the benefit

obtained by the customer.

Table 4.44

The answer of respondents regarding the prices

are provided by SB Mart in line with the

benefit obtained by the customer.

(Source: Primary data process 2014)

The result from the table 8.8 showed that 7.0% disagree,

76.0% agree, 17.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the prices are

provided by SB Mart in line with the benefit obtained by the

customer.

VAR00041

Frequency Percent Valid Percent Cumulative Percent

Valid 2 7 7.0 7.0 7.0

3 76 76.0 76.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

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3) Price comparisons with other products

a) The price offered SB Mart relatively more affordable than in

other places.

Table 4.45

The answer of respondents regarding the price offered SB

Mart relatively more affordable than in other places.

(Source: Primary data process 2014)

The result from the table 8.9 showed that 10.0% disagree,

62.0% agree, 28.0% strongly agree. Then it can be concluded

that the majority of respondents agree that the price offered SB

Mart relatively more affordable than in other places.

VAR00042

Frequency Percent Valid Percent Cumulative Percent

Valid 2 10 10.0 10.0 10.0

3 62 62.0 62.0 72.0

4 28 28.0 28.0 100.0

Total 100 100.0 100.0

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g. Customer Satisfaction

1) Poduct Quality

a) I am satisfied with the quality of products sold in SB Mart.

Table 4.46

The answer of respondents regarding I am satisfied

with the quality of products sold in SB Mart.

(Source: Primary data process 2014)

The result from the table 9.0 showed that 3.0% disagree,

48.0% agree, 49.0% strongly agree. Then it can be concluded

that the majority of respondents agree that they are satisfied

with the quality of products sold in SB Mart.

VAR00043

Frequency Percent Valid Percent Cumulative Percent

Valid 2 3 3.0 3.0 3.0

3 48 48.0 48.0 51.0

4 49 49.0 49.0 100.0

Total 100 100.0 100.0

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2) Service Quality

a) I am satisfied with the services provided by SB Mart store

clerk.

Table 4.47

The answer of respondents regarding I am satisfied

with the services provided by SB Mart store clerk.

(Source: Primary data process 2014)

The result from the table 9.1 showed that 1.0% strongly

disagree, 4.0% disagree, 47.0% agree, 48.0% strongly agree.

Then it can be concluded that the majority of respondents

agree that they are satisfied with the services provided by SB

Mart store clerk.

VAR00044

Frequency Percent Valid Percent Cumulative Percent

Valid 1 1 1.0 1.0 1.0

2 4 4.0 4.0 5.0

3 47 47.0 47.0 52.0

4 48 48.0 48.0 100.0

Total 100 100.0 100.0

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3) Attributes Related to Purchase

a) SB Mart has a good reputation.

Table 4.48

The answer of respondents regarding

SB Mart has a good reputation.

(Source: Primary data process 2014)

The result from the table 9.2 showed that 3.0% disagree,

62.0% agree, 35.0% strongly agree. Then it can be concluded

that the majority of respondents agree that SB Mart has a good

reputation.

VAR00045

Frequency Percent Valid Percent Cumulative Percent

Valid 2 3 3.0 3.0 3.0

3 62 62.0 62.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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4) Overall Satisfaction

a) Overall I am satisfied shopping at SB Mart.

Table 4.49

The answer of respondents regarding overall

I am satisfied shopping at SB Mart.

(

S

(Source: Primary data process 2014)

The result from the table 9.3 showed 4.0% disagree, 53.0%

agree, 43.0% strongly agree. Then it can be concluded that the

majority of respondents agree that overall I am satisfied

shopping at SB Mart.

VAR00046

Frequency Percent Valid Percent Cumulative Percent

Valid 2 4 4.0 4.0 4.0

3 53 53.0 53.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

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D. Analysis Result

1. Classic Assumption Test

a. Normality Test

Normality test aims to test whether the regression model, the

dependent variable (customer satisfaction) and independent variables

variables (customer service (X1), store design and display (X2),

communication mix (X3), location (X4), merchandise assortment

(X5), and pricing (X6)) both have a normal distribution or not. If the

distribution of the residual values can not be considered to be

normally distributed, then it is said there are problems with the

normality assumption.

According Ghozali (2006: 149), the principle of normality can be

detected by looking at the spread of the data (dots) on the diagonal

axis of the graph probability plots or by looking at the histogram of

the residual.

Basis for decision making as follows:

1) Detection of the histogram, if the normal curve in the graph follow

a bell shape, then the data are normally distributed.

2) While the detection of the normal probability plot on the graph, if

the data (dots) spread around the diagonal line, and follow the

direction of the diagonal line, then the regression model to meet the

assumption of normality. If the spread of the data (points) do not

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follow the direction of the diagonal, then the regression model did

not meet the assumption of normality.

3) This statistical test that can be used to test the normality of the

residuals is a statistical test of non - parametric Kolmogorov-

Smirnov (KS) (Ghozali, 2006: 151). Basis for decision making,

when the value of the Kolmogorov Smirnov significance greater

than 0.05, it can be said to be normally distributed data. If the value

of the significance of the KS test is smaller than 0.05, it can be said

the data was not normally distributed.

Figure 4.1

Source: Processed primary Data by SPSS 1.7

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Based on the figure above this research has done normality data

disrtibution test. From the p-p plots above diagram above , it can bee

seen that the plots are distributed along the diagonal lin. Thus it can be

concluded that the data used in this research has a normal

distribution.

Figure 4.2

Source: Processed primary Data by SPSS 1.7

Based on the chart above the Histogram Graphic shows normal

distribution . So that regression model requires normality assumes.

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Table 4.50

One-Sample Kolmogorov-Smirnov Test

Unstandardized

Residual

N 100

Normal Parametersa,,b

Mean .0000000

Std. Deviation 1.45660083

Most Extreme Differences Absolute .049

Positive .049

Negative -.045

Kolmogorov-Smirnov Z .493

Asymp. Sig. (2-tailed) .968

a. Test distribution is Normal.

b. Calculated from data.

Source: Processed primary Data by SPSS 1.7

Based on the figure above the value of the Kolmogorov Smirnov

significance greater than 0.05, it can be said to be normally distributed

data.

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b. Multicollinearity test

According to Ghozali (2006:95), multicollinearity test aims to test

whether the regression model found a correlation among the

independent variables (customer service (X1), store design and

display (X2), communication mix (X3), location (X4), merchandise

assortment (X5), and pricing (X6)). Good regression model should not

happen correlation between the independent variables (retail mix

Consist of customer service, store design and display, communication

mix, location, merchandise assortment, and pricing), If among the

independent variables correlated with each other, then these variables

are not orthogonal.

To detect the presence or absence of multicollinearity among the

independent variables in regression model, it can be seen from

Tolerance and VIF value. Cutoff value commonly used to indicate

wheter there is multicolliniearity or not is Tolerance value ≤0.10 or

equal to VIF value ≥10.

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Table 4.51

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) 5.749 2.415 2.381 .019

Customer Service .142 .053 .277 2.691 .008 .717 1.396

Store Design and

Display

-.031 .067 -.045 -.459 .647 .798 1.254

Communication Mix -.070 .072 -.096 -.966 .336 .768 1.302

Location -.070 .060 -.114 -1.179 .242 .811 1.232

Merchandise

Assortment

.240 .130 .188 1.850 .068 .734 1.362

Pricing .483 .136 .351 3.560 .001 .783 1.277

a. Dependent Variable: Customer Satisfaction

Source: Processed primary Data by SPSS 1.7

Based on the figure above the value of Tolerance is ≤0.10 and the

value of VIF is ≥10. It can be said there is no multicollinearity among

indepedent variables in regression model.

c. Heteroscedasticity Test

Heteroscedasticity test aims to test whether the regression model of

the residual variance occurs inequality an observation to other

observations. If the variance of the residuals one observations to other

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observations stable, it is called different homoskedastisitas and if it is

different called heteroscedasticity. Good regression models is that

happened homoskedastisitas or did not happen heteroscedasticity

(Santoso: 2012: 238).

1) Looking at the scatterplot graph, if forming certain patterns, such

as dots form a certain pattern regularly (wavy, widened then

narrowed), then heteroscedasticity indicates has occurred. If there

is no clear pattern, and the points spread above and below the 0 on

the Y axis, then there is no heteroscedasticity (Santoso, 2012: 240).

2) Glejser Test

Glejser test is done with the regressed absolute value of residuals

against the independent variables (customer service (X1), store

design and display (X2), communication mix (X3), location (X4),

merchandise assortment (X5), and pricing (X6)). Guidelines from

glejser test is looking at the significance level of each independent

variables (customer service (X1), store design and display (X2),

communication mix (X3), location (X4), merchandise assortment

(X5), and pricing (X6)) on the dependent variable (customer

satisfaction). If the significance level yield number > 0.05, it can be

said regression model does not contain any heteroscedasticity.

(Ghozali, 2006: 129).

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Figure 4.3

Source: Processed primary Data by SPSS 1.7

Based on the figure 4.5 there is no clear pattern and the points

spread above and below the 0 on the Y axis, then it can be said there is

no heteroscedasticity.

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Table 4.52

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 5.232 1.398 3.744 .000

Customer Service -.039 .030 -.148 -1.285 .202

Store Design and Display -.026 .039 -.075 -.684 .496

Communication Mix -.020 .042 -.054 -.484 .630

Location -.061 .035 -.191 -1.769 .080

Merchandise Assortment .130 .075 .196 1.729 .087

Pricing -.088 .078 -.123 -1.118 .267

a. Dependent Variable: RES_2

Source: Processed primary Data by SPSS 1.7

From the figure above the significance level is > 0.05, it can be said

regression model does not contain any heteroscedasticity.

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2. Multiple Linear Regression Analysis

Table 4.53

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 5.749 2.415 2.381 .019

Customer Service .142 .053 .277 2.691 .008

Store Design and

Display

-.031 .067 -.045 -.459 .647

Communication Mix -.070 .072 -.096 -.966 .336

Location -.070 .060 -.114 -1.179 .242

Merchandise Assortment .240 .130 .188 1.850 .068

Pricing .483 .136 .351 3.560 .001

a. Dependent Variable: Customer Satisfaction

Source: Processed primary Data by SPSS 1.7

Based on the table above, the regression equation is as follows:

Y= 5.749 + 0.142X1 – 0.031X2 – 0.070X3 – 0.070X4 + 0.240X5 +

0.483X6

Description:

Y = customer satisfaction (dependent)

a = constanta

X1 = customer service (independent)

X2 = store design & display (independent)

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X3 = communication mix (independent)

X4 = location (independent)

X5 = merchandise assortment (independent)

X6 = pricing (independent)

Customer service variable (X1) has regression coefficient 0.142 which

means customer service has positive influence towards customer

satisfaction variable (Y). These appropriate with the previous research by

Pasaribu and Sembiring in 2013 with the title The Effect of Retail

Marketing Mix Strategi Towards Satisfaction and Loyalty of Customer at

Syariah MES Mart Minimarket. They stated customer service has positive

and significant influence towards customer satisfaction.

Pricing variable (X6) has regression coefficient 0.483 which means

pricing has positive influence towards customer satisfaction variable (Y).

This appropriate with the previous research by Wijaya et al. (uploaded in

2013) with the title The Analysis of Retail Mix Toward Customer

Satisfaction in 39 Store Semarang. They stated pricing has positive

influence towards customer satisfaction. The better pricing policy, it will

increase customer satisfaction.

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3. Coefficient of Determination (R2)

Table 4.54

Source: Processed primary Data by SPSS 1.7

From the coefficient determination’s view from the table above

adjusted R square is 0.246 or 24.6% it means all indepedent variable like

service quality, product quality, and promotion, toward customer

satisfaction have significant influence about 24.6%. thus the residual

coefficient , around 75.4% it will expalin by the other factors that is not

calculated in this research.

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .540a .292 .246 1.50285

a. Predictors: (Constant), Pricing, Location, Store Design and Display,

Merchandise Assortment, Communication Mix, Customer Service

b. Dependent Variable: Customer Satisfaction

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4. Partial Test (T Test)

Table 4.55

The Result of T Test

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

T Sig. B Std. Error Beta

1 (Constant) 5.749 2.415 2.381 .019

Customer Service .142 .053 .277 2.691 .008

Store Design and

Display

-.031 .067 -.045 -.459 .647

Communication Mix -.070 .072 -.096 -.966 .336

Location -.070 .060 -.114 -1.179 .242

Merchandise Assortment .240 .130 .188 1.850 .068

Pricing .483 .136 .351 3.560 .001

a. Dependent Variable: Customer Satisfaction

Source: Processed primary Data by SPSS 1.7

a. Is there any influence of Customer Service (X1) towards Customer

Satisfaction (Y)

Define hypothesis:

H01: customer service (X1) has no significant influence on the

customer satisfaction (Y).

Ha1: customer service (X1) has a significant influence on the customer

satisfaction (Y).

The criteria:

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If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was 2.407 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, it can be compared to that value

(2.691) tcalculate > ttable (1.985), with a value of sig 0.008 < 0.05. So that

H01 is rejected and Ha1 is accepted, meaning customer service has

significant influence towards customer satisfaction.

These appropriate with the previous research by Pasaribu and

Sembiring in 2013 with the title The Effect of Retail Marketing Mix

Strategi Towards Satisfaction and Loyalty of Customer at Syariah

MES Mart Minimarket. They stated customer service has positive and

significant influence towards customer satisfaction.

b. Is there any influence of Store Design and Display (X2) towards

Customer Satisfaction (Y)

Define hypothesis:

H02: store design and display (X2) has no significant effect on the

customer satisfaction (Y).

Ha2: store design and display (X2) has a significant effect on the

customer satisfaction (Y).

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Compare the value of tcalculate with ttable:

If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was -0.629 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, It can be compared to that value (-

0.459) tcalculate < ttable (1.985), with a value of sig 0.647 > 0.05. So that

H02 is accepted and Ha2 is rejected, meaning store design and display

has no significant influence towards customer satisfaction.

When compared with the theory, according to Levy and Weitz

(2012:468) the design should be consistent and reinforce the retail

strategy to meet the needs of the target market and build sustainable

competitive advantage. Allegedly, the SB Mart design still lacking

reinforce its Islamic nuance. There is no Islamic ornaments at the store

such as picture or craving mosque dome in the storefront and

calligraphy inside the store. Beside that, allegedly, customers doesn’t

concern about store design and display of SB Mart. They are more

concern to the price and service given by SB Mart or the place of SB

Mart is near from customers’s house.

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c. Is there any influence of communication mix (X3) towards Customer

Satisfaction (Y)

Define hypothesis:

H03: communication mix (X3) has no significant effect on the

customer satisfaction (Y).

Ha3: communication mix (X3) has a significant effect on the customer

satisfaction (Y).

Compare the value of tcalculate with ttable:

If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was -1.048 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, It can be compared to that value (-

0.966) tcalculate < ttable (1.985), with a value of sig 0.336 > 0.05. So that

H03 is accepted and Ha3 is rejected, meaning communication mix has

no significant influence towards customer satisfaction.

When compared with the theory, Levy and Weitz (2012:399) stated

through promotion, companies communicate with customers to make

them aware of the existence of companies products and services to

that they intertest to visit and make purchase. Allegedly, SB Mart way

of communication is less attractive, it only uses brochures and putting

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up posters that inform the goods being discount. The second allegation

is the sales promotion is not appropriate for customers needs.

d. Is there any influence of location (X4) towards Customer Satisfaction

(Y)

Define hypothesis:

H04: location (X4) has no significant effect on the customer

satisfaction (Y).

Ha4: location (X4) has a significant effect on the customer satisfaction

(Y).

Compare the value of tcalculate with ttable:

If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was -1.278 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, It can be compared to that value (-

1.179) tcalculate < ttable (1.985), with a value of sig 0.242 > 0.05. So that

H04 is accepted and Ha4 is rejected, meaning location has no

significant influence towards customer satisfaction.

This is appropriate with the previous research Setiawan and Kunto

(2013) that location doesn’t give significant influence towards

customer satisfaction.

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e. Is there any influence of merchandise assortment (X5) towards

Customer Satisfaction (Y)

Define hypothesis:

H05: merchandise assortment (X5) has no significant effect on the

customer satisfaction (Y).

Ha5: means that the merchandise assortment (X5) has a significant

effect on the customer satisfaction (Y).

Compare the value of tcalculate with ttable:

If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was 2.473 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, It can be compared to that value

(1.850) tcalculate < ttable (1.985), with a value of sig 0.068 > 0.05. So that

H05 is accepted and Ha5 is rejected, meaning that merchandise

assortment has no significant influence towards customer satisfaction.

This appropriate with the previous research Japarianto and Djati (2011)

with the title The Effect of Service Retail Marketing Mix Towards

Shopping Satisfaction of Tourism Shopper At Plaza-Plaza Surabaya

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that merchandise assortment does not have a significant effect on the

level of tourism shopper satisfaction.

f. Is there any influence of pricing (X6) towards Customer Satisfaction

(Y)

Define hypothesis:

H06: pricing (X6) has no significant effect on the customer satisfaction

(Y).

Ha6: pricing (X6) has a significant effect on the customer satisfaction

(Y).

Compare the value of tcalculate with ttable:

If -ttable < tcalculate < ttable, Ho is accepted and Ha is rejected.

If tcalculate > ttable, or -tcalculate < -ttable, Ho is rejected and Ha is accepted.

The value obtained (tcalculate) was 3.208 while ttable to a significant

extent based on 0.05/2=0.025 and degrees of freedom (df) with df=n-2

or 100-2=98 is 1.985.

Then, from the result above, It can be compared to that value

(3.560) tcalculate > ttable (1.985), with a value of sig 0.001 < 0.05. So that

H06 is rejected and Ha6 is accepted, meaning that pricing has

significant influence towards customer satisfaction.

This appropriate with the previous research by Wijaya et al.

(uploaded in 2013) with the title The Analysis of Retail Mix Toward

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Customer Satisfaction in 39 Store Semarang. They stated pricing has

positive influence towards customer satisfaction. The better pricing

policy, it will increase customer satisfaction.

5. Simulaneous Test (F Test)

Table 4.56

The Result of F Test

Source: Processed primary Data by SPSS 1.7

From Test ANOVA or F test is obtained F value test is 6.390 with

probabilities 0.000. Because probabilities is smaller than 0.05 and F test

value (6.390) is higher than F table value (2.197) . F table value get from

significant value of 0.05 with (df1)=k=6 and (df)= n-k-1 or 100-6-1 = 93 (

n = number of data and k = number of independent variables) (Setiawan

and Kunto, 2013:7) so it get 2.197 from the F table. The value of F test is

6.390 > 2.197 and the significant value is 0.000 < 0.05, it can be said that

independent variables like customer service (X1), store design and display

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 86.593 6 14.432 6.390 .000a

Residual 210.047 93 2.259

Total 296.640 99

a. Predictors: (Constant), Pricing, Location, Store Design and Display, Merchandise Assortment,

Communication Mix, Customer Service

b. Dependent Variable: Customer Satisfaction

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(X2), communication mix (X3), location (X4), merchandise assortment

(X5), and pricing (X6) have significant influence towards customer

satisfaction (Y) simultaneously.

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CHAPTER V

CONCLUSION AND RECOMMENDATION

A. Conclusion

The purpose of this research is to analyze the influence of SB Mart retail

marketing mix strategy which is using customer service (X1), store design &

display (X2), communication mix (X3), location (X4), merchandise

assortment (X5), and pricing (X6) towards customer satisfaction (Y). Based

on the statistical test using the SPSS software with 100 samples to represent

the amount of population and also the research within the previous chapters,

it can be concluded as below:

1. Customer service (X1) has significant influence towards customer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing with a

value of significant 0.008 < 0.05.

2. Store design and display (X2) has no significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah

Housing with a value of significant 0.647 > 0.05.

3. Communication mix (X3) has no significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah

Housing with a value of significant 0.336 > 0.05.

4. Location (X4) has no significant influence towards customer

satisfaction (Y) at SB Mart in Bukit Sawangan Indah Housing with a

value of significant 0.242 > 0.05.

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5. Merchandise assortment (X5) has no significant influence towards

customer satisfaction (Y) at SB Mart in Bukit Sawangan Indah

Housing with a value of sig 0.068 > 0.05.

6. Pricing (X6) has significant influence towards customer satisfaction

(Y) at SB Mart in Bukit Sawangan Indah Housing with a value of

significant 0.001 < 0.05.

7. Customer service (X1), store design and display (X2), communication

mix (X3), location (X4), merchandise assortment (X5), and pricing

(X6) have significant influence towards customer satisfaction (Y)

simultaneously with a value of significant 0.000 < 0.05.

B. Recommendation

The result of this research shows, that the store design and display,

communication mix and location variables have no significant influence to

customer satisfaction, however customer service, merchandise assortment,

and pricing variable have significant influence to customer satisfaction. Based

on the result, the researcher recommends to the company and next researcher

as follows:

1. For Company

a. Customer Service

Based on the result of this research customer service has significant

influence towards customer satisfaction, nevertheless, SB Mart has to

keep improving its customer service by conducting periodic survey

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concerning customer satisfaction. According to Kotler and Keller

(2009:166), periodic surveys can track customer satisfaction directly

and also ask additional questions to measure repurchase intention and

the respondent’s likelihood or willingness to recommend the company

and brand to others.

Beside that, SB Mart can provide the criticism and suggestion box

in the store so consumers can express their opinions in which these

opinions can be taken into consideration by the company in an effort

to enhance the service.

b. Store Design and Display

Based on the result of this research store design and display

variable has no significant influence to customer satisfaction.

According to Levy and Weitz (2012:468) the design should be

consistent and reinforce the retail strategy to meet the needs of the

target market and build sustainable competitive advantage. Since SB

Mart stated that it has Islamic nuance, it can strenghthen the nuance

by using Islamic ornaments such as picture or craving mosque dome

in the storefront. While in the store interior, SB Mart can paint the

wall with calligraphy or use calligraphy wallpaper.

c. Communication Mix

Based on the result of this research communication mix variable

has no significant influence to customer satisfaction. Levy and Weitz

(2012:399) stated through promotion, companies communicate with

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customers to make them aware of the existence of companies products

and services to that they intertest to visit and make purchase.

SB Mart should pay more attention in its sales promotion and

advertising. In term of sales promotion, SB Mart has to create more

atrractive for customers, for instance, it can create “early morning”

discount on weekend. The given discount can be 5% to 10% and start

from 6 am to 7 am. The other option is “free gifts on Friday” sales

promotion. SB Mart can give a gift to customer who shop on Friday. It

can be a chocolate, a drink, and so forth.

In term of advertising, SB Mart can create more attractive and

unique brochure design by create different shape of it. For instance, the

brochure shape is circle or oval. Since the location of SB Mart is not

exactly beside the main road, it can put a sign beside the highway in

order to make people aware.

d. Location

Based on the result of this research location variable has no

significant influence to customer satisfaction. Since the location of SB

Mart is not exactly beside the main road, better SB Mart reconsider

about its location. SB Mart can move to another strategic location that

exactly beside the main road, for instance the building in front of

Bukit Sawangan Indah Housing. Because, according to Pasaribu and

Sembiring (2013:3) the location is a very important factor in the retail

marketing mix. In the right location, a stores will be more successful

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than other stores that are less strategic, although both sell the same

product, the same amonut of skilled salesman, and both had a nice

setting.

e. Merchandise Assortment

Based on the result of this research merchandise assortment has no

significant influence, toward customer satisfaction. SB Mart has try to

improve its product diversity by adding more products and maintain

the availability of product stock in order to create satisfaction for

customers.

f. Pricing

Based on the result of this research pricing variable has significant

influence to customer satisfaction. Nevertheless SB Mart has to try to

keep the good policy of price although many factors can give effect to

the SB Mart’s pricing. But if it needs to raise the price, it can raise its

service to make customer still satisfied.

2. Next Researcher

This research found that all indepedent variable like service quality,

product quality, and promotion, toward customer satisfaction have

significant influence about 26.7%. thus the residual coefficient , around

73.3% it will expalin by the other factors that is not calculated in this

research. The next researchers are advised to look for other factors which

are not described in this research.

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Appendix 1 : Research Questionnaires

RESEARCH QUESTIONNAIRES

Sincerely, Name : Firas Azhari NIM : 109081100013 Program Study/ University : International Management/ UIN Syarif Hidayatullah Currently I’m doing research on THE ANALYSIS OF RETAIL MARKETING MIX EFFECTS TOWARDS CUSTOMER SATISFACTION AT SB MART IN BUKIT SAWANGAN INDAH HOUSING. The research is intended as one of the requirements to obtain a bachelor’s degree in International Management of UIN Jakarta. In order for this research going well, I expect the willingness and support of the respondents to fill out the questionnaire correctly and properly. I guarantee the confidentiality of sir/ ms/brother/ I give it, because the answer is just a material or data research and do not for publication. For your concerns and willingness the time, I say thank you.

Best Regard,

Firas Azhari

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Karakteristik Responden 1. Identitas Responden

Berikan tanda ceklis (√) pada jawaban yang benar sesuai dengan yang Anda pilih berikut ini: Usia : ......... Jenis Kelamin : Laki-laki ( ) Perempuan ( ) Pendidikan : SD ( ) SMP ( )

SMA/SMK/Sederajat ( ) Diploma/D3 ( ) Sarjana/S1 ( ) Master/S2 ( ) Pekerjaan : ..........

2. Kuesioner Berikan tanda ceklis (√) pada jawaban yang benar sesuai dengan yang Anda pilih. Kuesioner ini didasarkan pada pendapat Anda, perasaan, dan kondisi yang nyata berikut ini:

Keterangan Sangat Tidak Setuju STS

Tidak Setuju TS Setuju S

Sangat Setuju SS

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a. Customer Service (X1) No Pernyataan STS TS S SS 1 Pegawai SB Mart selalu berseragam rapih. 2 Pelanggan dapat dengan mudah

menggunakan troley atau keranjang belanja.

3 Pelanggan dengan mudah dapat membayar belanjaan menggunakan kartu kredit/debit.

4 Pelanggan dapat dengan mudah menggunakan layanan antar (delivery service) dari SB Mart.

5 Pegawai SB Mart sangat ramah melayani pelanggan.

6 Pegawai SB Mart selalu siap membantu pelanggan.

7 Setiap keluhan dari pelanggan, selalu cepat ditanggapi.

8 Pegawai SB Mart dapat memberikan solusi ketika pelanggan mengalami masalah.

9 Pegawai toko SB Mart mengetahui informasi tentang produk-produk yang dijual.

10 Pelanggan merasa nyaman saat berbelanja di SB Mart.

11 Pelanggan percaya dengan keamanan di SB Mart.

12 Pegawai SB Mart bersedia menangani keluhan pelanggan hingga tuntas.

b. Store Design and Display (X2)

No Pernyataan STS TS S SS 1 Tampilan toko SB Mart menarik. 2 Toko SB Mart terjaga kebersihannya. 3 Display produk (penempatan produk-

produk) di SB Mart teratur.

4 Display produk (penempatan produk-produk) di SB Mart memudahkan pelanggan menemukan produk-produk yang diinginkan.

5 Suhu ruangan di dalam toko SB Mart nyaman.

6 Layout toko SB Mart memudahkan pelanggan mencari produk yang diinginkan.

7 Cahaya di dalam toko SB Mart cukup terang. 8 Kebiasaan pegawai SB Mart mengucapkan

salam membawa nuansa Islami.

9 Ruangan toko SB Mart tidak berbau/wangi.

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c. Communication Mix (X3) No Pernyataan STS TS S SS 1 SB Mart memberikan promosi penjualan

seperti potongan harga, hadiah, dan bonus ke pelanggan.

2 Keterangan mengenai adanya promosi penjualan disampaikan dengan jelas ke pelanggan.

3 Promosi penjualan di SB Mart menarik. 4 Papan nama yang digunakan SB Mart

memudahkan pelanggan untuk mengenali toko SB Mart.

5 Papan penanda (sign) yang digunakan SB Mart memudahkan pelanggan untuk menemukan toko SB Mart.

6 Desain brosur yang digunakan SB Mart sangat menarik.

7 Desain brosur yang digunakan SB Mart mudah dibaca.

d. Location (X4)

No Pernyataan STS TS S SS 1 Lokasi SB Mart mudah dijangkau dengan

kendaraan pribadi.

2 Lokasi SB Mart mudah dijangkau dengan kendaraan umum.

3 Lokasi SB Mart mudah dicari/ditemukan pelanggan.

4 Lokasi SB Mart dekat dari jalan raya. 5 Lokasi SB Mart dekat dengan pemukiman. 6 Tempat parkir di SB Mart cukup luas. 7 Tempat parkir di SB Mart teratur. 8 Lokasi SB Mart aman.

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e. Merchandise Assortment (X5) No Pernyataan STS TS S SS 1 Produk yang dijual di SB Mart

beranekaragam.

2 SB Mart menjual produk dalam berbagai ukuran kemasan.

3 Stok dari produk-produk yang dijual di SB Mart tersedia dengan baik.

f. Pricing (X6)

The

g. Customer Satisfaction (Y) No Pernyataan STS TS S SS

1 Saya puas terhadap kualitas produk-produk yang dijual di SB Mart.

2 Saya puas terhadap pelayanan yang diberikan pegawai toko SB Mart.

3 SB Mart memiliki reputasi yang baik.

4 Secara keseluruhan saya puas berbelanja di SB Mart.

No Pernyataan STS TS S SS 1 Harga yang diberikan oleh SB Mart sesuai

dengan kualitas yang didapatkan oleh pelanggan.

2 Harga yang diberikan oleh SB Mart sesuai dengan manfaat yang didapatkan oleh pelanggan.

3 Harga yang ditawarkan SB Mart relatif lebih terjangkau dibanding di tempat lain.

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Appendix 2 : Multiple Linear Regression Analysis Questionnaires

Distribution the Answer of Respondents

NO Customer Service

1 2 3 4 5 6 7 8 9 10 11 12 1 3 3 3 3 3 3 3 3 3 3 3 3 2 3 4 4 3 4 3 3 3 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 4 3 3 3 3 4 3 3 3 3 3 3 3 5 3 3 3 3 3 3 3 3 3 3 3 3 6 4 3 4 3 3 3 3 3 3 4 3 3 7 4 4 4 3 4 3 3 3 3 4 3 4 8 3 3 3 3 3 3 3 3 3 3 3 3 9 4 3 3 3 3 3 3 3 3 3 3 3

10 4 4 4 2 4 3 3 3 3 4 3 4 11 3 3 3 2 3 3 3 3 3 3 3 3 12 3 3 3 3 4 3 3 3 3 4 3 3 13 3 3 3 3 4 3 3 3 3 3 3 3 14 4 4 3 3 4 4 3 3 4 4 3 3 15 3 3 3 3 3 3 3 3 3 3 3 3 16 3 3 3 3 3 3 4 3 3 3 3 3 17 4 4 4 4 4 4 3 2 4 3 3 1 18 4 3 3 3 4 4 3 3 3 3 3 3 19 3 3 3 3 3 3 3 3 3 3 3 3 20 3 4 2 3 4 3 3 4 3 3 3 3 21 3 4 3 3 3 3 3 3 3 4 3 3 22 3 3 2 3 3 3 3 3 3 3 3 3 23 2 4 3 3 4 3 3 3 3 3 2 3 24 4 4 3 3 3 3 3 3 3 3 3 3 25 4 4 3 3 3 4 4 3 3 4 3 3 26 3 3 3 3 3 3 3 3 3 3 3 3 27 4 4 3 4 3 4 4 3 3 4 3 3 28 4 4 3 1 3 4 3 3 3 3 3 3 29 3 4 4 3 4 4 3 3 3 3 3 4 30 3 3 3 3 3 3 3 3 3 3 3 3 31 4 3 3 3 3 3 3 3 3 3 3 3 32 4 4 4 4 3 3 3 3 4 3 3 3 33 3 4 3 3 4 3 3 3 3 4 3 3

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34 3 4 3 3 3 3 3 3 2 3 3 3 35 4 3 3 3 3 4 3 3 3 4 3 3 36 3 3 3 3 3 4 3 3 4 4 4 3 37 3 3 3 3 3 3 4 3 3 3 3 4 38 4 4 4 4 4 4 4 4 4 4 4 4 39 4 4 3 3 3 3 2 3 4 3 3 3 40 3 4 4 3 4 4 4 3 4 4 4 3 41 3 3 3 3 3 3 3 3 3 3 3 3 42 3 3 3 4 3 3 3 3 3 3 3 3 43 3 4 3 3 4 4 4 3 4 4 3 3 44 3 3 3 3 4 3 3 3 3 3 3 3 45 3 4 3 3 4 4 4 3 4 3 3 3 46 2 3 2 2 3 3 2 2 3 2 3 2 47 3 3 3 4 4 4 3 3 3 3 3 3 48 3 3 3 4 4 4 3 3 3 4 3 4 49 4 4 3 3 3 3 3 3 4 3 3 3 50 3 3 3 3 3 3 3 3 3 3 3 3 51 4 4 3 3 4 3 3 3 3 3 3 2 52 4 4 4 3 4 3 3 3 3 4 3 3 53 3 4 3 2 3 2 3 2 2 2 2 1 54 3 3 3 3 3 4 4 3 4 4 3 4 55 2 4 3 3 4 3 3 3 4 4 4 3 56 2 3 3 3 3 3 3 3 2 3 3 3 57 4 4 3 4 4 4 4 3 3 3 3 3 58 3 4 3 3 4 3 3 3 3 3 3 3 59 3 3 3 3 4 3 3 3 3 3 3 3 60 3 4 3 2 3 2 3 3 2 2 3 3 61 4 4 4 3 4 4 3 3 3 4 4 3 62 3 3 3 3 3 3 4 3 3 4 4 4 63 3 3 3 4 3 3 3 3 4 3 3 3 64 3 4 3 3 3 3 3 3 3 3 2 3 65 4 4 3 3 4 4 4 3 4 4 4 4 66 3 3 3 4 4 4 3 3 4 4 4 3 67 3 3 3 3 3 3 3 3 3 3 3 3 68 4 3 4 4 4 4 3 3 3 4 4 3 69 3 3 3 3 3 3 4 3 3 4 3 3 70 4 4 4 3 4 4 3 3 3 3 3 3 71 3 4 3 3 3 4 3 3 4 4 3 3 72 4 4 4 4 4 4 3 3 4 4 4 3

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73 4 4 4 4 4 4 4 3 4 4 4 4 74 4 4 4 3 4 4 3 3 3 4 4 3 75 4 4 4 3 4 3 3 2 3 3 3 2 76 3 3 3 4 3 4 3 3 3 3 3 4 77 3 3 3 3 3 3 3 3 3 3 3 3 78 3 3 3 3 3 3 3 3 3 4 4 3 79 4 4 3 3 4 3 4 3 3 3 3 3 80 3 4 4 3 4 3 3 3 3 3 3 3 81 4 4 3 4 4 3 3 3 4 4 4 3 82 3 3 3 3 3 3 3 3 3 3 3 3 83 3 3 3 3 4 3 3 3 3 3 3 3 84 4 4 4 3 3 4 3 4 3 3 3 4 85 4 4 4 3 4 3 4 3 4 4 4 4 86 3 3 3 3 3 3 3 3 2 3 3 3 87 4 4 3 3 3 3 3 3 3 3 3 3 88 3 4 3 3 3 4 3 3 3 4 3 3 89 3 3 3 3 3 3 3 3 3 3 3 3 90 4 4 4 4 3 4 3 3 3 4 4 3 91 3 3 3 2 3 2 3 2 2 2 2 2 92 3 3 3 3 3 3 3 3 3 3 3 3 93 3 3 3 3 4 3 3 3 3 3 3 3 94 4 4 4 3 3 4 3 3 4 4 3 3 95 3 4 3 3 3 3 3 3 3 3 3 3 96 3 3 3 4 4 4 4 3 4 4 3 3 97 3 3 3 3 3 3 3 3 3 3 3 3 98 3 3 3 3 3 3 3 3 3 3 3 3 99 3 3 3 3 3 3 3 3 3 3 2 3

100 4 4 4 3 4 3 3 3 3 4 3 3

NO Store Design and Display

13 14 15 16 17 18 19 20 21 1 3 3 3 3 3 3 3 3 3 2 3 4 3 3 4 3 3 3 4 3 3 4 3 3 3 3 3 3 4 4 3 3 3 3 3 3 2 3 3 5 3 3 3 3 3 3 3 4 3 6 4 4 4 3 3 3 4 4 3

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7 3 3 4 3 3 3 4 3 3 8 3 4 4 3 4 3 3 4 4 9 3 3 4 3 3 3 3 3 4

10 3 4 4 3 4 4 4 4 4 11 3 3 3 3 3 3 3 3 3 12 4 3 3 3 3 3 3 4 3 13 2 3 3 3 3 3 3 3 3 14 4 4 4 4 4 4 3 4 4 15 3 3 3 3 3 3 3 3 3 16 3 4 3 2 3 2 2 3 3 17 4 4 3 3 4 3 3 4 4 18 3 4 3 3 3 3 2 3 3 19 3 2 4 4 2 3 4 4 3 20 3 3 3 3 3 3 3 4 3 21 3 3 3 3 3 3 3 3 3 22 3 3 3 2 3 3 3 3 3 23 3 3 3 3 4 3 4 3 4 24 3 3 4 3 3 3 3 3 3 25 4 4 4 4 3 4 3 3 3 26 4 3 3 3 4 3 4 4 3 27 3 3 3 3 3 2 3 3 3 28 3 3 3 3 4 3 3 3 4 29 3 4 3 3 3 3 3 4 3 30 4 4 3 3 4 3 4 4 3 31 3 3 4 4 3 4 2 3 3 32 1 3 4 3 4 4 4 4 4 33 3 4 4 3 4 4 4 4 4 34 3 3 4 3 2 2 3 4 3 35 4 3 3 2 4 3 3 4 4 36 2 3 3 3 4 3 3 3 4 37 4 4 4 3 3 2 2 4 3 38 4 4 4 3 4 3 4 4 4 39 4 4 3 3 3 3 3 3 3 40 4 4 4 4 4 4 4 4 4 41 3 3 3 3 3 3 3 4 3 42 3 3 3 3 3 3 3 3 3 43 3 3 3 2 3 2 3 3 3 44 4 4 4 3 4 3 1 4 4 45 4 3 3 3 4 3 3 3 4

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46 3 3 3 3 3 3 3 3 3 47 3 4 4 2 4 1 3 3 4 48 4 4 4 3 4 3 3 4 3 49 3 3 3 3 3 3 3 4 3 50 3 3 3 3 3 3 3 3 3 51 3 3 3 2 3 3 3 3 3 52 3 3 3 3 4 3 3 3 4 53 2 3 3 3 3 3 2 3 3 54 4 4 4 3 3 3 3 4 4 55 3 3 3 3 3 3 4 4 3 56 4 4 4 3 4 3 4 4 3 57 2 3 4 3 4 3 2 4 4 58 4 4 3 3 4 3 3 4 4 59 4 4 3 3 4 3 2 3 4 60 4 3 3 3 3 3 3 4 3 61 3 3 3 3 4 3 3 3 4 62 3 4 3 3 3 3 3 3 3 63 4 3 4 3 3 3 4 4 3 64 3 3 3 3 3 3 3 3 3 65 4 4 4 4 3 3 3 4 3 66 3 3 3 3 3 3 2 3 3 67 3 3 3 3 4 3 3 3 4 68 4 4 3 3 4 3 3 3 4 69 4 4 3 2 3 3 2 3 3 70 4 4 4 3 4 3 3 4 4 71 3 3 3 3 3 3 2 3 3 72 3 3 3 3 3 3 3 3 3 73 4 4 4 4 3 4 3 4 3 74 3 3 3 3 4 3 3 3 4 75 4 3 3 3 3 3 3 4 3 76 3 3 3 3 4 3 3 4 4 77 4 3 3 3 3 3 3 3 3 78 4 4 4 3 3 2 3 4 3 79 3 3 3 3 3 2 2 3 3 80 3 3 3 3 4 3 3 3 4 81 3 4 4 4 4 3 4 4 4 82 3 3 3 3 3 3 3 3 3 83 3 3 3 3 3 3 3 3 3 84 3 4 3 3 4 3 3 3 4

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85 4 4 3 2 3 2 3 4 2 86 3 3 4 3 3 3 3 4 3 87 4 3 3 3 3 3 3 3 3 88 4 4 4 4 4 3 3 4 4 89 4 4 3 3 3 3 3 3 3 90 3 4 4 3 4 3 3 3 4 91 3 4 3 3 4 3 3 3 4 92 3 3 3 3 3 3 3 4 3 93 2 3 4 3 3 4 2 3 3 94 4 4 4 3 4 4 4 3 4 95 3 3 3 4 3 4 3 4 3 96 3 4 4 3 4 3 3 4 4 97 4 3 3 3 3 3 3 4 3 98 3 3 2 3 3 3 2 3 3 99 3 3 3 3 3 3 3 3 3

100 4 4 4 3 3 3 4 4 4

NO Communication Mix

22 23 24 25 26 27 28 1 4 4 2 3 4 3 4 2 3 3 3 3 3 3 3 3 4 4 3 4 3 3 4 4 4 2 4 3 3 3 3 5 3 3 2 3 3 3 2 6 3 3 3 2 3 4 3 7 3 3 3 3 3 3 4 8 3 4 3 3 3 2 4 9 3 4 3 4 3 2 4

10 4 3 3 3 4 4 4 11 3 3 4 3 3 2 3 12 3 2 2 4 3 3 3 13 4 4 3 4 3 3 4 14 4 4 4 4 3 4 4 15 3 3 3 3 3 3 3 16 3 2 3 4 4 3 4 17 4 3 3 3 3 3 3 18 3 3 3 3 3 3 3 19 3 4 4 4 3 4 4

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20 4 4 1 3 3 3 4 21 4 3 3 4 4 3 4 22 3 3 2 3 3 3 3 23 3 3 3 3 3 3 3 24 3 3 3 3 3 3 3 25 4 3 3 3 3 3 3 26 3 2 2 3 3 2 3 27 3 3 2 3 3 2 3 28 3 3 3 3 3 3 4 29 4 3 2 4 3 3 3 30 4 4 3 4 4 3 4 31 4 3 3 4 4 2 3 32 4 3 3 4 3 1 3 33 4 4 4 4 4 4 4 34 4 4 4 3 3 3 3 35 4 3 4 4 3 3 4 36 4 4 4 4 4 4 4 37 4 4 4 3 4 4 4 38 4 4 3 3 3 3 4 39 4 4 4 3 3 4 4 40 4 4 3 1 4 1 4 41 4 3 3 3 3 3 3 42 3 3 3 3 3 3 3 43 4 4 3 4 4 3 3 44 4 3 3 3 3 3 3 45 3 3 3 3 3 3 3 46 3 2 3 3 3 3 3 47 4 3 4 3 3 3 3 48 3 4 3 4 4 3 4 49 4 4 4 3 3 4 3 50 3 2 3 3 3 3 3 51 3 3 2 2 3 3 3 52 3 3 3 3 3 3 3 53 3 3 3 1 2 4 3 54 3 3 2 4 4 3 3 55 3 3 2 3 3 3 3 56 4 4 3 4 4 2 4 57 3 3 4 3 3 3 4 58 3 3 3 3 3 3 3

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59 3 3 3 4 4 3 3 60 3 3 3 4 3 3 3 61 2 4 4 3 4 4 3 62 4 3 3 3 3 3 3 63 3 3 3 3 3 3 3 64 4 3 3 4 4 3 3 65 3 3 4 4 4 4 4 66 3 4 3 3 3 4 3 67 4 4 3 4 4 4 4 68 3 3 4 4 3 3 4 69 3 3 4 3 3 3 3 70 4 4 4 4 4 4 4 71 3 4 3 4 3 3 3 72 4 3 4 4 4 4 4 73 4 4 3 4 4 3 4 74 4 4 3 4 3 4 4 75 4 4 4 4 4 4 4 76 3 4 3 4 4 3 4 77 4 4 3 4 4 3 3 78 4 4 3 3 4 3 3 79 4 3 3 4 3 3 3 80 4 4 3 3 3 3 4 81 3 3 3 3 3 3 3 82 3 4 3 3 3 3 4 83 4 4 3 3 4 4 4 84 3 3 3 3 3 3 3 85 3 4 3 4 4 4 3 86 4 3 3 3 3 4 3 87 4 4 3 3 3 3 4 88 3 4 3 4 4 3 4 89 3 4 4 3 3 3 4 90 3 3 3 4 4 4 4 91 3 3 3 3 3 3 3 92 4 4 3 4 4 3 3 93 3 3 3 3 3 3 2 94 4 3 3 4 4 4 4 95 4 4 3 4 3 3 3 96 4 4 3 4 4 3 4 97 3 4 3 4 4 3 4

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98 3 4 3 3 3 3 4 99 3 3 3 3 3 3 3

100 4 3 4 4 4 4 4

NO Location

29 30 31 32 33 34 35 36 1 4 4 4 4 4 4 4 4 2 4 4 2 3 4 2 3 2 3 4 4 4 3 4 4 4 4 4 4 3 4 2 3 4 3 4 5 3 3 4 3 4 4 4 4 6 4 4 4 3 4 4 4 3 7 4 3 4 2 3 3 3 3 8 3 3 3 3 3 3 3 3 9 4 3 3 3 4 3 3 3

10 4 4 4 3 4 4 4 3 11 3 3 3 3 3 3 2 3 12 4 4 3 4 4 4 3 1 13 3 3 3 2 3 3 4 4 14 4 4 4 3 4 4 4 4 15 4 4 3 3 4 3 3 2 16 3 3 3 3 3 3 3 3 17 4 4 3 3 4 3 3 3 18 4 4 4 4 4 4 4 4 19 3 3 3 3 4 4 3 3 20 4 3 3 3 3 3 3 3 21 4 4 4 4 4 3 3 4 22 4 3 3 3 3 3 2 2 23 4 4 3 4 3 3 3 3 24 4 3 3 3 3 3 3 3 25 4 4 3 4 4 3 4 4 26 4 3 3 3 4 3 2 3 27 4 4 4 3 4 4 2 3 28 4 4 3 4 4 4 3 4 29 4 3 3 4 4 3 3 3 30 4 3 2 2 3 4 3 3 31 4 3 3 3 4 3 3 3 32 4 4 4 4 4 4 3 3

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33 4 4 4 4 4 4 4 4 34 3 3 3 3 3 3 3 3 35 4 3 3 3 4 4 3 3 36 4 4 4 4 4 3 3 3 37 4 4 4 4 4 2 2 2 38 4 4 3 4 4 4 4 4 39 3 3 3 3 3 3 3 3 40 4 3 4 3 4 4 3 3 41 4 4 3 3 4 3 3 3 42 3 3 3 3 3 3 3 3 43 4 4 4 4 4 4 2 4 44 4 4 3 4 4 3 3 3 45 4 3 3 3 3 3 3 3 46 4 4 3 4 4 3 2 2 47 3 2 3 3 3 3 3 3 48 4 4 3 4 4 3 2 3 49 4 4 4 4 4 4 4 4 50 3 3 3 3 3 2 3 2 51 4 3 2 3 4 3 3 3 52 4 4 4 4 4 4 4 3 53 4 4 3 4 4 4 3 4 54 4 3 3 3 3 3 3 3 55 4 4 3 4 4 3 3 3 56 4 4 4 4 4 4 4 4 57 3 3 3 3 3 3 3 3 58 4 3 3 4 3 3 3 4 59 4 4 3 4 4 4 3 4 60 4 4 3 4 4 3 3 3 61 4 3 3 4 4 3 4 4 62 4 4 4 4 4 4 4 4 63 4 4 2 3 3 4 2 2 64 4 3 3 4 4 4 3 3 65 4 2 2 3 3 4 3 3 66 4 4 4 4 4 4 4 4 67 4 4 4 4 4 4 4 4 68 4 3 3 4 3 3 3 3 69 4 3 3 3 4 3 2 3 70 4 4 4 4 4 4 4 4 71 4 3 3 3 4 3 3 3

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72 4 4 3 4 4 4 3 4 73 3 3 3 3 3 3 3 3 74 4 4 3 3 3 3 3 3 75 4 3 3 4 4 3 3 3 76 4 4 4 4 4 4 4 4 77 3 3 3 3 4 3 3 3 78 4 4 4 3 4 3 3 3 79 4 2 2 3 3 4 3 3 80 4 3 4 4 4 4 3 4 81 4 4 3 4 4 4 3 3 82 4 4 3 4 4 3 3 3 83 4 4 3 4 4 3 2 3 84 4 4 4 4 4 4 3 3 85 4 4 4 4 4 4 4 4 86 3 3 3 3 4 3 3 4 87 4 4 2 3 4 4 4 4 88 4 3 4 4 4 3 3 3 89 4 3 3 4 3 3 3 3 90 4 4 3 3 4 3 3 3 91 3 3 3 3 3 3 3 3 92 4 4 4 4 4 4 4 4 93 3 3 3 3 4 3 3 3 94 4 4 4 4 4 4 4 4 95 4 3 4 4 4 4 3 4 96 4 3 3 3 3 3 3 3 97 3 3 3 3 3 3 3 3 98 3 3 3 3 4 3 4 4 99 4 4 3 3 4 3 4 3

100 4 4 4 4 4 3 4 3

NO Merchandise Assortment

37 38 39 1 3 3 3 2 3 3 3 3 4 3 4 4 3 2 2 5 3 3 3 6 4 3 3

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7 4 3 1 8 2 3 2 9 3 4 4

10 4 3 3 11 3 3 3 12 3 3 3 13 3 3 1 14 4 4 3 15 3 3 3 16 3 2 3 17 4 3 3 18 3 4 4 19 3 3 3 20 3 3 3 21 4 4 2 22 3 3 2 23 2 3 3 24 4 3 3 25 4 2 2 26 4 3 3 27 3 2 2 28 4 3 3 29 4 4 3 30 3 3 2 31 1 3 3 32 4 3 3 33 3 4 3 34 3 2 3 35 3 3 3 36 4 4 3 37 3 1 3 38 4 4 4 39 3 3 2 40 4 4 4 41 3 3 3 42 3 3 3 43 3 3 3 44 4 3 3 45 4 3 3

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46 3 2 2 47 4 3 3 48 3 3 2 49 3 3 3 50 3 2 2 51 3 3 3 52 3 3 3 53 2 2 3 54 3 3 2 55 3 3 3 56 3 2 1 57 4 3 3 58 3 4 4 59 3 3 3 60 3 3 3 61 3 4 3 62 3 3 3 63 3 3 3 64 3 4 3 65 3 2 2 66 4 4 3 67 3 3 3 68 4 3 3 69 3 3 3 70 3 3 3 71 2 3 2 72 4 4 3 73 4 3 3 74 3 3 3 75 4 3 3 76 4 3 2 77 3 2 2 78 3 3 3 79 3 3 3 80 4 3 4 81 3 3 3 82 3 3 3 83 3 3 3 84 4 4 4

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85 4 3 3 86 2 2 2 87 2 3 3 88 3 3 3 89 3 4 3 90 3 2 3 91 4 3 3 92 3 2 3 93 4 3 3 94 4 3 4 95 4 4 3 96 2 3 3 97 3 1 3 98 3 2 3 99 4 3 2

100 4 3 3

NO Pricing

40 41 42 1 3 2 2 2 2 3 3 3 3 3 3 4 3 3 2 5 3 3 3 6 4 3 3 7 3 3 3 8 3 3 2 9 3 3 3

10 3 3 4 11 3 3 3 12 4 3 3 13 3 3 3 14 3 4 4 15 3 3 3 16 3 2 3 17 3 4 4 18 4 3 3 19 2 3 3

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20 3 3 3 21 4 4 4 22 3 3 3 23 3 3 2 24 3 3 3 25 3 3 4 26 2 3 3 27 3 2 3 28 3 3 3 29 4 3 4 30 3 4 3 31 3 3 3 32 3 4 4 33 3 4 3 34 3 3 3 35 4 3 3 36 4 3 3 37 4 4 4 38 4 3 3 39 4 3 4 40 3 3 3 41 2 3 3 42 3 3 2 43 3 3 3 44 3 3 4 45 3 3 3 46 3 3 3 47 4 3 3 48 3 3 4 49 3 3 3 50 3 2 3 51 3 3 2 52 3 3 3 53 2 3 3 54 3 3 3 55 3 3 3 56 4 3 4 57 4 4 4 58 3 3 3

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59 4 3 4 60 3 3 3 61 4 3 4 62 3 3 4 63 3 3 2 64 4 4 4 65 4 4 4 66 3 4 3 67 3 3 3 68 4 3 4 69 3 3 3 70 4 3 4 71 4 3 3 72 4 4 4 73 3 2 2 74 4 4 4 75 3 3 3 76 4 3 4 77 4 3 3 78 3 3 3 79 3 2 2 80 3 4 3 81 3 3 3 82 3 3 3 83 3 3 3 84 4 4 4 85 3 3 3 86 3 3 3 87 4 3 4 88 4 3 4 89 3 4 3 90 3 3 3 91 3 3 3 92 3 2 2 93 4 3 4 94 4 3 3 95 4 3 4 96 4 3 3 97 3 3 3

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98 3 3 3 99 3 3 3

100 4 4 3

NO Customer Satisfaction

43 44 45 46 1 3 3 3 3 2 3 3 3 3 3 3 2 3 3 4 3 3 3 3 5 4 3 3 3 6 4 4 3 4 7 3 4 3 3 8 3 3 2 3 9 2 4 2 2

10 4 3 4 4 11 4 3 4 3 12 4 4 4 4 13 3 4 3 4 14 3 4 4 3 15 4 4 3 4 16 3 1 2 2 17 4 4 4 4 18 4 3 3 3 19 4 4 4 4 20 4 3 4 4 21 4 4 4 4 22 3 3 3 3 23 3 2 3 3 24 4 3 3 3 25 4 3 4 3 26 4 4 4 4 27 4 3 3 4 28 3 3 3 3 29 3 4 4 4 30 3 4 3 4 31 3 2 3 3 32 4 3 4 4

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33 3 4 3 3 34 3 3 3 3 35 4 4 3 4 36 3 4 3 4 37 4 4 4 4 38 4 4 4 4 39 3 4 4 4 40 4 3 4 3 41 3 4 4 3 42 4 4 4 4 43 4 3 4 4 44 4 3 4 3 45 4 4 3 4 46 3 3 3 3 47 3 3 3 3 48 3 4 3 3 49 3 3 3 3 50 4 4 4 4 51 4 3 4 3 52 4 4 3 4 53 2 3 3 2 54 3 3 3 3 55 4 4 3 4 56 3 3 3 3 57 4 4 4 4 58 4 4 3 4 59 3 3 3 3 60 3 2 3 2 61 4 4 3 4 62 3 3 3 3 63 3 3 3 3 64 4 4 4 4 65 4 4 3 4 66 4 3 4 3 67 3 4 3 3 68 3 4 3 4 69 4 4 4 4 70 4 3 4 4 71 3 3 3 3

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72 4 4 4 4 73 4 4 3 3 74 4 4 4 4 75 4 3 3 3 76 4 4 4 4 77 4 3 3 3 78 4 3 4 3 79 3 3 3 3 80 3 3 3 3 81 3 4 3 3 82 4 3 4 4 83 3 3 3 3 84 3 4 3 3 85 3 4 3 4 86 3 3 3 3 87 3 4 3 3 88 3 4 3 3 89 4 3 4 4 90 3 4 3 3 91 3 3 3 3 92 3 3 3 3 93 3 4 4 4 94 4 4 3 4 95 4 4 3 4 96 3 3 3 3 97 2 3 3 3 98 4 3 3 3 99 3 3 3 3

100 4 4 4 4

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Appendix 3 : Frequency of Respondents

VAR00001

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 4 4.0 4.0 4.0

3 60 60.0 60.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

VAR00002

Frequency Percent Valid Percent

Cumulative

Percent

Valid 3 51 51.0 51.0 51.0

4 49 49.0 49.0 100.0

Total 100 100.0 100.0

VAR00003

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 74 74.0 74.0 77.0

4 23 23.0 23.0 100.0

Total 100 100.0 100.0

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VAR00004

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 6 6.0 6.0 7.0

3 76 76.0 76.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

VAR00005

Frequency Percent Valid Percent

Cumulative

Percent

Valid 3 57 57.0 57.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

VAR00006

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 65 65.0 65.0 68.0

4 32 32.0 32.0 100.0

Total 100 100.0 100.0

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VAR00007

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 2 2.0 2.0 2.0

3 81 81.0 81.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

VAR00008

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 5 5.0 5.0 5.0

3 92 92.0 92.0 97.0

4 3 3.0 3.0 100.0

Total 100 100.0 100.0

VAR00009

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 6 6.0 6.0 6.0

3 71 71.0 71.0 77.0

4 23 23.0 23.0 100.0

Total 100 100.0 100.0

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VAR00010

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 4 4.0 4.0 4.0

3 60 60.0 60.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

VAR00011

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 5 5.0 5.0 5.0

3 79 79.0 79.0 84.0

4 16 16.0 16.0 100.0

Total 100 100.0 100.0

VAR00012

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 2 2.0 2.0 2.0

2 4 4.0 4.0 6.0

3 81 81.0 81.0 87.0

4 13 13.0 13.0 100.0

Total 100 100.0 100.0

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VAR00013

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 5 5.0 5.0 6.0

3 58 58.0 58.0 64.0

4 36 36.0 36.0 100.0

Total 100 100.0 100.0

VAR00014

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 1 1.0 1.0 1.0

3 58 58.0 58.0 59.0

4 41 41.0 41.0 100.0

Total 100 100.0 100.0

VAR00015

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 1 1.0 1.0 1.0

3 64 64.0 64.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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VAR00016

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 8 8.0 8.0 8.0

3 82 82.0 82.0 90.0

4 10 10.0 10.0 100.0

Total 100 100.0 100.0

VAR00017

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 2 2.0 2.0 2.0

3 60 60.0 60.0 62.0

4 38 38.0 38.0 100.0

Total 100 100.0 100.0

VAR00018

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 8 8.0 8.0 9.0

3 80 80.0 80.0 89.0

4 11 11.0 11.0 100.0

Total 100 100.0 100.0

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VAR00019

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 14 14.0 14.0 15.0

3 68 68.0 68.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

VAR00020

Frequency Percent Valid Percent

Cumulative

Percent

Valid 3 55 55.0 55.0 55.0

4 45 45.0 45.0 100.0

Total 100 100.0 100.0

VAR00021

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 1 1.0 1.0 1.0

3 61 61.0 61.0 62.0

4 38 38.0 38.0 100.0

Total 100 100.0 100.0

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VAR00022

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 1 1.0 1.0 1.0

3 51 51.0 51.0 52.0

4 48 48.0 48.0 100.0

Total 100 100.0 100.0

VAR00023

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 6 6.0 6.0 6.0

3 51 51.0 51.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

VAR00024

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 10 10.0 10.0 11.0

3 67 67.0 67.0 78.0

4 22 22.0 22.0 100.0

Total 100 100.0 100.0

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VAR00025

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 2 2.0 2.0 2.0

2 2 2.0 2.0 4.0

3 53 53.0 53.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

VAR00026

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 1 1.0 1.0 1.0

3 64 64.0 64.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

VAR00027

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 2 2.0 2.0 2.0

2 7 7.0 7.0 9.0

3 67 67.0 67.0 76.0

4 24 24.0 24.0 100.0

Total 100 100.0 100.0

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VAR00028

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 2 2.0 2.0 2.0

3 53 53.0 53.0 55.0

4 45 45.0 45.0 100.0

Total 100 100.0 100.0

VAR00029

Frequency Percent Valid Percent

Cumulative

Percent

Valid 3 19 19.0 19.0 19.0

4 81 81.0 81.0 100.0

Total 100 100.0 100.0

VAR00030

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 45 45.0 45.0 48.0

4 52 52.0 52.0 100.0

Total 100 100.0 100.0

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VAR00031

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 7 7.0 7.0 7.0

3 59 59.0 59.0 66.0

4 34 34.0 34.0 100.0

Total 100 100.0 100.0

VAR00032

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 4 4.0 4.0 4.0

3 49 49.0 49.0 53.0

4 47 47.0 47.0 100.0

Total 100 100.0 100.0

VAR00033

Frequency Percent Valid Percent

Cumulative

Percent

Valid 3 30 30.0 30.0 30.0

4 70 70.0 70.0 100.0

Total 100 100.0 100.0

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VAR00034

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 55 55.0 55.0 58.0

4 42 42.0 42.0 100.0

Total 100 100.0 100.0

VAR00035

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 11 11.0 11.0 11.0

3 62 62.0 62.0 73.0

4 27 27.0 27.0 100.0

Total 100 100.0 100.0

VAR00036

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 7 7.0 7.0 8.0

3 59 59.0 59.0 67.0

4 33 33.0 33.0 100.0

Total 100 100.0 100.0

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VAR00037

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 7 7.0 7.0 8.0

3 57 57.0 57.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

VAR00038

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 2 2.0 2.0 2.0

2 15 15.0 15.0 17.0

3 66 66.0 66.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

VAR00039

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 3 3.0 3.0 3.0

2 18 18.0 18.0 21.0

3 70 70.0 70.0 91.0

4 9 9.0 9.0 100.0

Total 100 100.0 100.0

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VAR00040

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 5 5.0 5.0 5.0

3 63 63.0 63.0 68.0

4 32 32.0 32.0 100.0

Total 100 100.0 100.0

VAR00041

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 7 7.0 7.0 7.0

3 76 76.0 76.0 83.0

4 17 17.0 17.0 100.0

Total 100 100.0 100.0

VAR00042

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 10 10.0 10.0 10.0

3 62 62.0 62.0 72.0

4 28 28.0 28.0 100.0

Total 100 100.0 100.0

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VAR00043

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 48 48.0 48.0 51.0

4 49 49.0 49.0 100.0

Total 100 100.0 100.0

VAR00044

Frequency Percent Valid Percent

Cumulative

Percent

Valid 1 1 1.0 1.0 1.0

2 4 4.0 4.0 5.0

3 47 47.0 47.0 52.0

4 48 48.0 48.0 100.0

Total 100 100.0 100.0

VAR00045

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 3 3.0 3.0 3.0

3 62 62.0 62.0 65.0

4 35 35.0 35.0 100.0

Total 100 100.0 100.0

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VAR00046

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 4 4.0 4.0 4.0

3 53 53.0 53.0 57.0

4 43 43.0 43.0 100.0

Total 100 100.0 100.0

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Appendix 4 : Validity and Reliability Test

Question of Numbers

Standard Value (r table)

Corrected Item-Total Correlation Value

Result

1 0.444 0.640 Valid 2 0.444 0.829 Valid 3 0.444 0.575 Valid 4 0.444 0.581 Valid 5 0.444 0.625 Valid 6 0.444 0.663 Valid 7 0.444 0.493 Valid 8 0.444 0.526 Valid 9 0.444 0.799 Valid 10 0.444 0.799 Valid 11 0.444 0.799 Valid 12 0.444 0.492 Valid 13 0.444 0.865 Valid 14 0.444 0.865 Valid 15 0.444 0.784 Valid 16 0.444 0.784 Valid 17 0.444 0.784 Valid 18 0.444 0.779 Valid 19 0.444 0.875 Valid 20 0.444 0.794 Valid 21 0.444 0.674 Valid 22 0.444 0.667 Valid 23 0.444 0.543 Valid 24 0.444 0.634 Valid 25 0.444 0.809 Valid 26 0.444 0.809 Valid 27 0.444 0.778 Valid 28 0.444 0.684 Valid 29 0.444 0.843 Valid 30 0.444 0.779 Valid 31 0.444 0.490 Valid 32 0.444 0.688 Valid 33 0.444 0.626 Valid 34 0.444 0.759 Valid 35 0.444 0.535 Valid 36 0.444 0.493 Valid 37 0.444 0.702 Valid 38 0.444 0.543 Valid

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Question of Numbers

Standard Value (r table)

Corrected Item-Total Correlation Value

Result

39 0.444 0.506 Valid 40 0.444 0.506 Valid 41 0.444 0.548 Valid 42 0.444 0.679 Valid 43 0.444 0.465 Valid 44 0.444 0.627 Valid 45 0.444 0.663 Valid 46 0.444 0.674 Valid

Reliability Statistics

Cronbach's Alpha N of Items

.975 46

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Appendix 5 : Output SPSS

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One-Sample Kolmogorov-Smirnov Test

Unstandardized

Residual

N 100

Normal Parametersa,,b Mean .0000000

Std. Deviation 1.45660083

Most Extreme Differences Absolute .049

Positive .049

Negative -.045

Kolmogorov-Smirnov Z .493

Asymp. Sig. (2-tailed) .968

a. Test distribution is Normal.

b. Calculated from data.

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

Collinearity

Statistics

B Std. Error Beta Tolerance VIF

1 (Constant) 5.749 2.415 2.381 .019

Customer Service .142 .053 .277 2.691 .008 .717 1.396

Store Design and

Display

-.031 .067 -.045 -.459 .647 .798 1.254

Communication Mix -.070 .072 -.096 -.966 .336 .768 1.302

Location -.070 .060 -.114 -1.179 .242 .811 1.232

Merchandise

Assortment

.240 .130 .188 1.850 .068 .734 1.362

Pricing .483 .136 .351 3.560 .001 .783 1.277

a. Dependent Variable: Customer Satisfaction

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198

Coefficientsa

Model

Unstandardized Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 5.232 1.398 3.744 .000

Customer Service -.039 .030 -.148 -1.285 .202

Store Design and Display -.026 .039 -.075 -.684 .496

Communication Mix -.020 .042 -.054 -.484 .630

Location -.061 .035 -.191 -1.769 .080

Merchandise Assortment .130 .075 .196 1.729 .087

Pricing -.088 .078 -.123 -1.118 .267

a. Dependent Variable: RES_2

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199

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

t Sig. B Std. Error Beta

1 (Constant) 5.749 2.415 2.381 .019

Customer Service .142 .053 .277 2.691 .008

Store Design and

Display

-.031 .067 -.045 -.459 .647

Communication Mix -.070 .072 -.096 -.966 .336

Location -.070 .060 -.114 -1.179 .242

Merchandise Assortment .240 .130 .188 1.850 .068

Pricing .483 .136 .351 3.560 .001

a. Dependent Variable: Customer Satisfaction

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 86.593 6 14.432 6.390 .000a

Residual 210.047 93 2.259

Total 296.640 99

a. Predictors: (Constant), Pricing, Location, Store Design and Display, Merchandise Assortment,

Communication Mix, Customer Service

b. Dependent Variable: Customer Satisfaction

Model Summaryb

Model R R Square

Adjusted R

Square

Std. Error of the

Estimate

1 .540a .292 .246 1.50285

a. Predictors: (Constant), Pricing, Location, Store Design and Display,

Merchandise Assortment, Communication Mix, Customer Service

b. Dependent Variable: Customer Satisfaction