Pengaruh service quality dan reference group terhadap keputusan konsumen dalam berbelanja di Lotte Mart
Article Sidebar
Main Article Content
Abstract
This research is motivated by the growth rate of hypermarkets in Bandung. This of course
will affect the number of people who shop in modern markets or hypermarkets. Shopping
service providers must prepare the best strategy to attract consumers, because with the
emergence of new outlets, consumers have more choices. Lotte Mart hypermarket is one
of the outlets affected by this imbalance. It can be seen from the number of outlets between
its competitors, namely Indomart. The problem in this study is "what factors influence a
person's decision to choose to shop at Lotte Mart". Specifically focused on two variables,
namely Service Quality and Reference Group. The purpose of this research is to be able
to study the influence of these two variables in influencing consumer decisions in choosing
to shop at Lotte Mart. The population in this study are Lotte Mart hypermarket consumers.
The number of samples used in the study were 100 random consumers, using the accidental
sampling method with a random sampling approach. Methods of data collection using a
questionnaire. Data analysis used descriptive percentage analysis and multiple linear
regression analysis. Based on the results of the study, it is known that there is an influence
of Service Quality and Reference Group on consumer decisions. Simultaneously the effect
based on the F test was obtained a value of 11.776. This study concludes that Service
Quality and Reference Group have a positive and significant effect on consumer decisions
in choosing to shop at Lotte Mart.
Article Details
References
Fandy Tjiptono. (2012). Manajemen pemasaran jasa. Andi.
Kotler, P. (2009). Manajemen pemasaran. Prenhallindo.
Kotler, P. (2015). Manajemen pemasaran: analisis, perencanaan, implementasi, dan kontrol
(kesembilan). Prenhallindo.
Lupiyoadi, H., & Hamdani, A. (2006). Manajemen pemasaran jasa, Edisi Kedua. Salemba Empat.
Pandin, M. L. (2009). Potret bisnis ritel di Indonesia: pasar modern. Economic Review.
Peter, J Paul dan Olson, J. C. (2009). Costumer behavior: Perilaku konsumen dan strategi pemasaran
(keempat). Erlangga.
Saragih, O. R., Sanubari, T. P. E., & Wijaya, F. A. (2022). Kontribusi supermarket lokal “Ada Baru”
terhadap akses pangan Ibu Rumah Tangga di Kota Salatiga. Amerta Nutrition, 6(1), 21–31.
Schiifman, L.G., & Kanuk, L. L. (2008). Perilaku konsumen (7th ed.). PT Indeks.
Sudharto, P. H. (2007). Perilaku konsumen. Universitas Diponegoro.
Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D.
Alfabeta.
Sumarwan, U. (2014). Model keputusan konsumen. Perilaku Konsumen, 5, 1–41.
Suryani, E., Chou, S.-Y., & Chen, C.-H. (2012). Dynamic simulation model of air cargo demand
forecast and terminal capacity planning. Simulation Modelling Practice and Theory, 28, 27–41.
Sutisna, S. E. (2002). Perilaku konsumen dan komunikasi pemasaran. Remaja Rosdakarya.
Widia Astuti. (2020). Pengaruh gaya hidup dan kelompok referensi terhadap keputusan pembelian
smartphone samsung di Pekanbaru. Universitas Islam Negeri Sultan Syarif Kasim Riau.
Wirapraja, A., Sudarso, A., Mardia, M., Tojiri, M. Y., Simarmata, H. M. P., Sulasih, S., Permadi, L. A.,
Purba, B., Tjiptadi, D. D., & Lie, D. (2021). Manajemen Pemasaran Perusahaan. Yayasan Kita
Menulis.