DAFTAR ISI
Halaman KATA PENGANTAR ........................................................................................... i DAFTAR ISI.......................................................................................................... ii DAFTAR TABEL.................................................................................................. iv DAFTAR GAMBAR ............................................................................................. v DAFTAR LAMPIRAN.......................................................................................... vii I. PENDAHULUAN 1.1 Latar Belakang .............................................................................................. 1.2 Perumusan Masalah ...................................................................................... 1.3 Tujuan Penelitian .......................................................................................... 1.4 Manfaat Penelitian ........................................................................................ 1.5 Ruang Lingkup Penelitian.............................................................................
1 7 9 9 9
II. TINJAUAN PUSTAKA 2.1 Kerangka Teoritis....................................................................................... 10 2.1.1 Perilaku Konsumen......................................................................... 10 2.1.2 Proses Pengambilan Keputusan Konsumen.................................... 10 2.1.3 Pengenalan Kebutuhan.................................................................... 11 2.1.4 Pencarian Informasi ........................................................................ 12 2.1.5 Evaluasi Alternatif .......................................................................... 12 2.1.6 Keputusan Pembelian...................................................................... 13 2.1.7 Perilaku Pasca Pembelian ............................................................... 13 2.1.8 Kepuasan Konsumen ..................................................................... 13 2.1.9 Service Quality................................................................................ 15 2.1.10 Loyalitas Konsumen ....................................................................... 16 2.2 Kajian Penelitian Terdahulu ...................................................................... 18 2.3 Kerangka Pemikiran Konsep Penelitian .................................................... 21 III. METODOLOGI PENELITAN 3.1 Lokasi dan Waktu Penelitian ..................................................................... 23 3.2 Jenis Penelitian........................................................................................... 23 3.3 Metode Pengambilan Data......................................................................... 23 3.4 Teknik Pengambilan Sampel ..................................................................... 23 3.5 Teknik Analisa Data .................................................................................. 24 3.5.1 Analisis Tabulasi Silang ................................................................... 25 3.5.2 Analisis SEM .................................................................................... 25 IV. GAMBARAN UMUM 4.1 Sejarah........................................................................................................ 31 4.2 Lokasi......................................................................................................... 32 4.3 Visi dan Misi Perusahaan........................................................................... 33 4.4 Struktur Organisasi .................................................................................... 33 V. HASIL DAN PEMBAHASAN 5.1 Profil Responden........................................................................................ 36
i
5.1.1 Karakteristik Demografi Responden............................................... 36 5.1.1.1 Jenis Kelamin.................................................................... 36 5.1.1.2 Usia ................................................................................... 36 5.1.1.3 Status Pernikahan.............................................................. 37 5.1.1.4 Pendidikan......................................................................... 37 5.1.1.5 Pekerjaan........................................................................... 38 5.1.1.6 Rata – Rata Jumlah Belanja .............................................. 39 5.1.1.7 Pengeluaran Selama Satu Bulan ....................................... 39 5.1.1.8 Jarak dari Rumah ke Super Indo THB.............................. 40 5.1.2 Usage (Perilaku Pelanggan)............................................................ 41 5.1.2.1 Frekuensi Kunjungan ........................................................ 41 5.1.2.2 Teman Responden di Saat Berbelanja .............................. 41 5.1.2.3 Alat Transportasi............................................................... 42 5.1.2.4 Pihak yang Sering Berbelanja........................................... 42 5.1.2.5 Waktu Berbelanja.............................................................. 43 5.1.2.6 Tempat Belanja Lainnya ................................................... 44 5.1.2.7 Frekuensi Berbelanja di Tempat Lainnya ......................... 44 5.2 Hubungan Karakteristik Responden dengan Kepuasaan Secara Keseluruhan .................................................................................................. 45 5.3 Hubungan Perilaku Pelanggan dengan Kepuasan Secara Keseluruhan .................................................................................................. 48 5.4 Pengaruh – Pengaruh Dimensi Service Quality pada Kepuasan .................. 50 5.5 Kontribusi Dimensi Layanan terhadap Kepuasan......................................... 56 5.5.1 Kontribusi Peubah Indikator pada Dimensi Tangible.......................... 57 5.5.2 Kontribusi Peubah Indikator pada Dimensi Reliability ....................... 59 5.5.3 Kontribusi Peubah Indikator pada Dimensi Responsiveness............... 60 5.5.4 Kontribusi Peubah Indikator pada Dimensi Assurance ....................... 60 5.5.5 Kontribusi Peubah Indikator pada Dimensi Emphaty ......................... 62 5.6 Hubungan Dimensi Kepuasan dengan Loyalitas .......................................... 62 5.7 Implikasi Manajerial ..................................................................................... 63 VI. KESIMPULAN DAN SARAN 6.1 Kesimpulan ................................................................................................ 67 6.2 Saran .......................................................................................................... 68 DAFTAR PUSTAKA ............................................................................................ 69 LAMPIRAN........................................................................................................... 72
ii
DAFTAR TABEL
Nomor
Halaman
1. Persentase Kontribusi Pasar Terhadap Total Belanja Nasional .........................
2
2. Omset Supermarket 2008...................................................................................
4
3. Variabel Penelitian Kepuasan dan Loyalitas Pelanggan.................................... 26 4. Tabulasi Silang Karakteristik Demografi Responden dengan Kepuasan Secara Keseluruhan........................................................................... 47 5. Tabulasi Silang Perilaku Responden dengan Kepuasan Secara Keseluruhan........................................................................................... 49 6. Hasil Kriteria Kesesuaian Model Penelitian ...................................................... 52 7. Faktor Muatan dan Nilai Uji-t Model Kepuasan ............................................... 57 8. Kontribusi Atribut Terhadap Kepuasan Pelanggan ........................................... 58
iii
DAFTAR GAMBAR
Nomor
Halaman
1. Pasar Modern Trade Nasional ........................................................................ 3 2. Proses Pengambilan Keputusan Konsumen Individu ..................................... 11 3. Hirarki Kebutuhan Maslow............................................................................. 12 4. Tahapan Pengolahan Informasi (S – R Model)............................................... 12 5. Model Penciptaan Kepuasan Konsumen ........................................................ 15 6. Kerangka Pemikiran........................................................................................ 22 7. Variabel Indikator dan Laten dalam Model SEM........................................... 28 8. Formulasi Model SEM.................................................................................... 29 9. Lokasi Super Indo Cabang Taman Harapan Baru .......................................... 32 10. Struktur Organisasi PT. Lion Super Indo Cabang Taman Harapan Baru....... 35 11. Sebaran Resonden Berdasarkan Tingkat Pendidikan ..................................... 38 12. Sebaran Responden Berdasarkan Jenis Pekerjaan .......................................... 38 13. Sebaran Responden Berdasarkan Jumlah Belanja .......................................... 39 14. Sebaran Responden Berdasarkan Pengeluaran Selama Satu Bulan............... 40 15. Sebaran Responden Berdasarkan Jarak Rumah ke Super Indo ...................... 40 16. Sebaran Responden Berdasarkan Frekuensi Belanja ...................................... 41 17. Sebaran Responden Berdasarkan Teman Saat Berkunjung ............................ 42 18. Sebaran Responden Berdasarkan Transportasi Yang Digunakan................... 42 19. Sebaran Responden Berdasarkan Pribadi Yang Sering Berbelanja ................ 43 20. Sebaran Responden Berdasarkan Waktu Berbelanjanya ................................ 43 21. Sebaran Responden Berdasarkan Tempat Belanja Lainnya ........................... 44 22. Sebaran Responden Berdasarkan Frekwensi Belanja di Tempat Lain ........... 45
iv
23. Diagram Lintas Model Hasil Standardized Solution dengan Faktor Muatan (Loading Factor) Kepuasan.............................................................. 54 24. Hasil Uji T Model SEM.................................................................................. 55
v
DAFTAR LAMPIRAN
Nomor
Halaman
1. Form Kuesioner ............................................................................................ 74 2. Data Demografi Responden.......................................................................... 78 3. Data Perilaku (Usage) Responden ................................................................ 79 4. Data Kepuasan Responden Secara Keseluruhan........................................... 81 5. SPSS Output Viewer Tabulasi Silang Jenis Kelamin dengan Overall Satsfaction ....................................................................................... 82 6. SPSS Output Viewer Tabulasi Silang Usia dengan Overall Satsfaction ...... 82 7. SPSS Output Viewer Tabulasi Silang Status Pernikahan dengan Overall Satsfaction........................................................................... 82 8. SPSS Output Viewer Tabulasi Silang Tingkat Pendidikan dengan Overall Satsfaction........................................................................... 83 9. SPSS Output Viewer Tabulasi Silang Jenis Pekerjaan dengan Overall Satsfaction........................................................................... 83 10. SPSS Output Viewer Tabulasi Silang Rata – Rata Jumlah Belanja dengan Overall Satsfaction........................................................................... 84 11. SPSS Output Viewer Tabulasi Silang Jumlah Pengeluaran Satu Bulan dengan Overall Satsfaction........................................................................... 84 12. SPSS Output Viewer Tabulasi Silang Jarak dari Rumah dengan Overall Satsfaction........................................................................... 85 13. SPSS Output Viewer Tabulasi Silang Waktu berbelanja dengan Overall Satsfaction........................................................................... 85 14. SPSS Output Viewer Tabulasi Silang Tempat Berbelanja Lainnya dengan Overall Satsfaction........................................................................... 86 15. SPSS Output Viewer Tabulasi Silang Frekuensi Belanja di Tempat Lain dengan Overall Satsfaction........................................................................... 86 16. Hasil Running Lisrel untuk SEM.................................................................. 87
vi
