PENGARUH SERVICE CONVENIENCE DAN SHOPPING EXPERIENCE TERHADAP CUSTOMER SATISFACTION DI MALL SURABAYA

  • Jeannette Pricilia Daniel Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Service convenience, Hedonic, Utilitarian, Satisfaction, Repatronage intention, Word-of-mouth dan Desire to stay.

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis seberapa besar pengaruh service convenience terhadap pengalaman belanja hedonic dan utilitarian yang akan menciptakan satisfaction bagi konsumen sehingga menimbulkan repatronage intention, word-of-mouth dan desire to stay selama berbelanja di mall. Service convenience harus selalu ditingkatkan dan di upgrade dalam perusahaan, karena service convenience merupakan faktor yang dapat membuat konsumen mau untuk menggunakan layanan perusahaan.  Data yang digunakan dalam penelitian ini adalah data primer yang diperoleh dari penyebaran kuesioner. Responden dalam penelitian ini adalah 150 responden yang pernah berkunjung ke malldi Surabaya minimal 2 kali dalam 1 bulan terakhir dan pendidikan terakhir SMA. Teknik pengambilan sampel penelitian ini adalah non probability sampling. Penelitian ini menggunakan pendekatan kuantitatif dengan melalui pengujian secara statistik. Pengujian dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan Analisis of moment structures (AMOS 18). Hasil penelitian ini menunjukan bahwa service convenience mempunyai hubungan signifikan terhadap hedonic dan utilitarian, hedonic dan utilitarian mempunyai hubungan signifikan terhadap satisfaction. hedonic mempunyai hubungan signifikan terhadap repatronage intention, word-of-mouth dan desire to stay. Utilitarian tidak mempunyai hubungan signifikan terhadap repatronage intention, word-of-mouth dan desire to stay.  Satisfaction mempunyai hubungan signifikan terhadap repatronage intention, word-of-mouth dan desire to stay.

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Published
2015-09-01
Issue
Vol. 4 No. 2 (2016): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Maret)
Section
Bidang Manajemen (M)

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