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 customer
purchase decision on the modern retail Carrefour Pontianak. Data were collected with
questionnaires techniques which are arranged in the form of a Likert Scale to 150
respondents who are consumers of modern retail Carrefour in Pontianak by purposive
sampling technique. Data collected were then processed with the technique of multiple
regression analysis. The study of the five dimensions of retail service quality consisting of
service personnel, physical aspects, merchandise, confident, and parking, show that the five
overall retail service quality dimensions together influence consumer purchasing decisions
significantly. Partially, the factors that influence consumer purchasing decisions are the
dimension of the physical aspect, confident and parking.