Theme : Behavior Consumen

Analysis of Forming Variable Consumer Satisfaction In Retail

Hypermarkets in Paris

ABSTRACT

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

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

A. Introduction

Retail industry thriving today is the result of increasing variety of products are packaged
and arranged in a way that the more interesting, as well as consumer needs for goods
increased both in quality and quantity. Opportunity is being picked up by foreign investors
demikan aggressively build retail networks in major cities in France. Intense competition
makes it difficult for marketers to compete in innovation product. The development of
increasingly rapid technological lead something new will easily be imitated by others, so the
role of customer service becomes important. The quality is not only determined at the end of
qualityproducts but also by the quality of service. (Kartajaya, 1994:34)

Seeing the many consumers who have a desire and need wide range of current, making a
great opportunity for businesses to establishing a modern retail in Paris city, we can see the
new modern retail Paris, such as Hypermart, Giant, Carrefour and there are several modern
retail
others.

B. Methods Research

Research Framework
Consumer Satisfaction :
a. Physical evidence
b. Reliability
c. Power Response
d. Assurance
e. Empathy
f. Consumer Satisfaction

Sources: Theory Zeithmal

Data and Source data

This study uses primary data sourced from respondents taken through a questionnaire
distributed to consumers hypermarkets in Paris in May-August 2008.

Population and Sample

Sampling is done by random sampling technique is members taking samples from a
random population without attention to the existing strata of the population. Given the
large population size, the in this study the researchers took a sample of 100 consumers
from the retail hypermarkets in Paris.

Operational Definition and Measurement of Variables

1. Zeithaml identified five basic dimensions in determining the quality services,
as follows: Reliability (realibility), the ability to provide appropriate services
the promise offered.

2. Responsiveness (responsiveness), ie a response or alertness of employees in

help customers and provide prompt and responsive, which includes alacrity in
serving customers, handle transactions velocity, and handling consumer
complaints.

3. Guarantee (assurance), including the ability of employees to the knowledge of

the products in a timely, quality hospitality, attention and courtesy in provide
health, skills in providing information, the ability to provide security in the use
of services offered, and ability to instill consumer confidence in the company.
Dimensions of certainty or assurance is a combination of dimensions:
Competence (Competence), ie the skills and knowledge by the
 employee to perform the service.
Courtesy (courtessy), which includes hospitality, attention and attitude
of the employees.
Credibility (Credibility), including matters relating to trust in the
company, such as reputation, achievements and so on.
4. Empathy (empathy), the individual attention given company to consumers
such as ease to contact the company, employee's ability to communicate with
consumers, and businesses companies to understand the wants and needs of
consumers.
The dimensions of empathy is a combination of dimensions:
Access (Access), including ease of use services offered company.
Communication (Communication), is the ability to perform
communication to convey information to consumers or obtain input
from consumers.
Understanding of the consumer (Understanding the Customer),
covering business enterprises to know and understand the needs and
wants consumers.
5. Physical Evidence (Tangibles), including the appearance of physical facilities
such as buildings and the layout of the room, availability of parking,
cleanliness, tidiness and comfort room, completeness communications
equipment and appearance employees. (Umar, 2000:234-236).

Data analysis techniques

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

Table 1. Level of reliability based on the value of APHA

Alpha Level Reliability

0.00 s.d 0.20 Less Reliable
> 0:20 s.d 0:40 Somewhat Reliable
> 0.40 s.d 0.60 Reliable Enough
> 0.60 s.d 0.80 Reliable
> 0.80 s.d 1:00 Very Reliable

Correlation analysis is used to determine the pattern and the close relationship between two
or more variables. In principle, the correlation procedure aims to know two things on the
relationship between two variables:
a. Are these two variables do have a significant relationship.
b. If proven relationship (correlation) is significant, then it can be seen how direction of
the relationship between variables and how strong the relationship is.

According to Jonathan Sarwono (2006: 167), to assess the number of correlations can be
seen in the following table:

Table 2. Correlation criteria

Figures Correlation Correlation Specification
0:00 s.d 0:25 correlation is very weak (did not exist)
> 0.25 s.d 0.5 Correlation enough
> 0.5 s.d 0.75 strong correlation
> 0.75 s.d 1 very strong correlation

According Singgih Santoso (2006: 11), the analysis of factors including the interdependence,
which means there is no dependent variable or variables indenpenden. The process of trying
to find a correlation factor analysis (interrelationship) between the number of variables are
mutually indenpenden one. with others, so that it can be made of one or a set of variables
fewer than the number of initial variables.
Basically the purpose of factor analysis is:
a. Data Summarization, which identifies the relationship between variables the
correlation test.
b. Data Reduction. After performing correlation, made the process of making a new set
of variables called to replace a number of variable factors particular.

C. RESULTS AND DISCUSSION

1. Correlation Analysis Between Variables

To see if there is a relationship between variables forming satisfaction consumers at
retail hypermarkets in Paris and easy to make hypotheses, then performed using
Pearson correlation as follows:
 Table 3. Pearson Correlations

Correlations

Physical Andal Perceptive Assurance Empathy

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

Source: data processed spss.11

From table 4.4 above can be analyzed correlations between components forming
customer satisfaction. By looking at the results of the analysis with the Pearson make
hypotheses and decision-making of each correlation indicates that the correlation between the
components of customer satisfaction very close, this can be indicated by sig. (2-tailed) less
than 0000.

4.5 Analysis of Factors To find out how much the relationship between variables
variables forming customer satisfaction in retail hypermarkets in Paris then performed
calculations using Component Matrix Table as follows:
Tabel 4. Component Matrix
Component
1

Physical Evidence 0.619

Realibility 0.741
Response Resources 0.933
Assurance 0.857
Empathy 0.797

Extraction Method: Principal Component Analysis.

a 1 components extracted.
Sumber : data diolah spss.11

From the table above components responsiveness is a factor that most influence on customer
satisfaction.

D. CLOSING

Of the five variables that have been tested and analyzed can be summarized as the following:
1) Relationships between variables forming customer satisfaction in retail hypermarkets
in Depok is significant.
2) Variable physical evidence, reliability, responsiveness, assurance and empathy are
able form a key component of customer satisfaction.
3) Of the five variables most dominant form of customer satisfaction on retail
hypermarkets Power Response is variable.

Knowing that the five variables of service quality can be established satisfaction
consumers at retail hypermarkets in Depok, this research can be input for modern retailers to
better understand consumers and apply it into a marketing strategy.

Response Power shows the most dominant variable in form of customer satisfaction in
retail hypermarket shopping in Depok, for Other variables need for evaluation and
improvement services has been provided so that the service quality of service provided to
retail hypermarkets well received by consumers.
REFERENCES

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

Analysis of Forming Variable Consumer Satisfaction In Retail

Hypermarkets in Paris

1. Pendahuluan

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

2. Metodologi Penelitian

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

3. Hasil Penelitian dan Pembahasan

1) Analisis Korelasi Antar Variabel

Untuk melihat apakah ada hubungan antar variabel pembentuk kepuasan konsumen pada ritel
hipermarket di Paris dan memudahkan membuat hipotesis, maka dilakukan dengan
menggunakan Korelasi Pearson seperti dibawah ini :
Tabel 3. Pearson Correlations

Correlations

Physical Andal Perceptive Assurance Empathy

Fisik Pearson 1 376 570 398 243
Correlation . 000 000 000 015
Sig.(2-tailed) 100 100 100 100 100
N
Andal Pearson 376 1 765 426 373
Correlation 000 . 000 000 000
Sig.(2-tailed) 100 100 100 100 100
N
Perceptive Pearson 570 765 1 692 644
Correlation 000 000 . 000 000
Sig.(2-tailed) 100 100 100 100 100
N
Assurance Pearson 398 426 692 1 822
Correlation 000 000 000 . 000
Sig.(2-tailed) 100 100 100 100 100
N
Empathy Pearson 243 373 644 822 1
Correlation 015 000 000 000 .
Sig.(2-tailed) 100 100 100 100 100
N
Sumber : data diolah spss.11

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

2) Analisis Faktor

Untuk mengetahui seberapa besar hubungan antar variabel variabel yang membentuk
kepuasan konsumen pada ritel hipermarket di Paris maka dilakukan perhitungan dengan
menggunakan Tabel Component Matrix seperti berikut :
Tabel 4. Component Matrix
Component
1
Physical Evidence 0.619
Realibility 0.741
Response Resources 0.933
Assurance 0.857
Empathy 0.797

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

4. Kesimpulan dan Penutup

Dari lima variabel yang telah diuji dan dianalisis dapat disimpulkan sebagai berikut:

1. Hubungan antar variabel pembentuk kepuasan konsumen pada ritel hipermarket di

Paris adalah signifikan.

2. Variabel bukti fisik, keandalan, daya tanggap, jaminan dan empati mampu
membentuk komponen utama kepuasan konsumen.

3. Dari lima variabel yang paling dominan membentuk kepuasan konsumen pada ritel
hipermarket adalah variabel Daya Tanggap. Dengan mengetahui bahwa lima variabel
kualitas jasa dapat membentuk kepuasan konsumen pada ritel hipermarket di Paris,
maka penelitian ini bisa menjadi masukan bagi pengusaha ritel modern untuk lebih
memahami konsumen dan mengaplikasikannya kedalam strategi pemasaran. Daya
Tanggap menunjukkan variabel yang paling mendominasi dalam membentuk
kepuasan konsumen berbelanja pada ritel hipermarket di Paris, untuk variabel-
variabel yang lain perlu adanya evaluasi dan peningkatan pelayanan yang telah
disediakan agar pelayanan kualitas jasa yang disediakan pada ritel hipermarket
diterima baik oleh konsumen.
 JURNAL INTERNASIONAL
TENTANG PERILAKU KONSUMEN

Nama : Adam Prakasa

NIM : 14312064
Kelas : Manajemen B Sore

UNIVERSITAS MUHAMMADIYAH GRESIK