ANALISIS PENGARUH FAKTOR-FAKTOR KUALITAS PELAYANAN RITEL TERHADAP MINAT MEMBELI KONSUMEN PADA RITEL MODERN CARREFOUR DI PONTIANAK

Abstract

This study is aimed at determining the factors of retail service quality that affect customerpurchase decision on the modern retail Carrefour Pontianak. Data were collected withquestionnaires techniques which are arranged in the form of a Likert Scale to 150respondents who are consumers of modern retail Carrefour in Pontianak by purposivesampling technique. Data collected were then processed with the technique of multipleregression analysis. The study of the five dimensions of retail service quality consisting ofservice personnel, physical aspects, merchandise, confident, and parking, show that the fiveoverall retail service quality dimensions together influence consumer purchasing decisionssignificantly. Partially, the factors that influence consumer purchasing decisions are thedimension of the physical aspect, confident and parking.