23: ANALISIS TINGKAT KEPUASAN PEMBELI DITINJAU DARI FASILITAS LOKASI PERBELANJAAN (Studi Kasus di Pasar Pusat Pasar Medan)

ANALISIS TINGKAT KEPUASAN PEMBELI DITINJAU DARI FASILITAS LOKASI PERBELANJAAN
(Studi Kasus di Pasar Pusat Pasar Medan)
Oleh :
Allan Simonsen Saragih, Rismayani, Sri Mulyani
Magister Manajemen Sekolah Pascasarjana Universitas Sumatera Utara

ABSTRACT
The decreasing number of consumers are becoming a major factor sluggishness traditional market competitiveness . Some of the main reasons customers make the shift from traditional markets to modern markets among others , the existence of the decline of traditional markets is not entirely due to the modern market . Due to the fact that the declining traditional market turnover is also influenced by the availability of facilities given to the buyer . The facility consists of a non- physical facilities and physical facilities . The purpose of this study was to determine the influence of physical facilities and non-physical facilities to customer satisfaction in Pasar Pusat Pasar , and analyze the most dominant factor influencing customer satisfaction of shopping at Pasar Pusat Pasar Medan.
By using multiple regression analysis , the result showed that non- physical facilities and physical facilities of 45.8 % impact on customer satisfaction shopping at Pasar Pusat Pasar , while 54.2 % influenced by other factors not examined in this study . Factors of physical facilities provide the most dominant influence on customer satisfaction Market shopping at Pasar Pusat Pasar . Security during and after shopping , the air around the hot market , odorless , neat arrangement of goods as well as the friendliness of the seller into the factors affecting shopping convenience.
Keyword :Physical Facilities, Non Physical Facilities, Customer’s Decision

3. Allan

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