Pengaruh Store Layout dan Service Quality terhadap Customer Shopping Orientation

Rivaldo, Moch. Thariq Hakim
Waluyowati, Nur Prima

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 2 No. 1 (2023)

The goal of this research is to identify the effects of store layout and service quality on customer shopping orientation among Super Indo supermarket customers. This research is considered as explanatory research since it tries to explain the causal relationship between variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 120 people with the minimum age of eighteen years who live in Malang City and have the experience of shopping at the said supermarket were selected as the respondents. The data was harvested from Likert-scaled questionnaires; the instrument has been tested for its validity and reliability. The hypothesis testing was conducted using the f test, and the data analyses were performed in SPSS 26. This study finds that store layout simultaneously and partially influences shopping orientation and that service quality partially has no significant effect on customer shopping orientation, but its partial effect on it is significant. Further, store layout has the dominant effect.   Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh store layout dan kualitas pelayanan terhadap customer shopping orientation pada konsumen supermarket Super Indo. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel vsebanyak 120 responden yang berusia minimal 18 tahun dan pernah berbelanja di Super Indo serta berdomisili di Kota Malang. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Metode pengumpulan data penelitian ini menggunakan kuesioner yang diukur dengan skala likert. Uji instrumen dalam penelitian ini menggunakan validitas dan reliabilitas. Pengujian hipotesis pada penelitian ini menggunakan uji f. Analisis data dilakukan menggunakan SPSS 26. Hasil penelitian ini menunjukkan store layout berpengaruh signifikan terhadap pembelian customer shopping orientation secara simultan dan parsial. Store layout berpengaruh paling dominan, lalu untuk service quality tidak berpengaruh secara signifikan terhadap customer shopping orientation secara parsial tetapi berpengaruh signifikan secara parsial.