DOI: https://doi.org/10.9744/pemasaran.13.1.17-26

PENGARUH RETAIL SERVICE QUALITY TERHADAP MINAT BERKUNJUNG ULANG MALL Di SURABAYA MELALUI PERCEIVED QUALITY DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING

Edwin Japarianto

Abstract


Perkembangan mall berdampak pada semakin meningkatnya pengunjung mall setiap tahun dan juga berdampak pada semakin tingginya persaingan dalam dunia tersebut khususnya di daerah Surabaya. Salah satu cara untuk dapat terus bersaing dan menigkatkan minat berkunjung ulang pengunjung ialah meningkatkan kualitas layanan. Meningkatkan kualitas layanan dapat membangun persepsi pelanggan terhadap mall tersebut yang nantinya akan berdampak pada kepuasan pengunjung serta akan meningkatkan minat pengunjung dalam melakukan kunjungan kembali. Penelitian ini bertujuan untuk menganalisa pengaruh Retail Service Quality terhadap Minat Berkunjung Ulang yang di-intervening  oleh Perceived Quality dan Customer Satisfaction pada mall. Penelitian ini dilakukan dengan menyebarkan angket / kuesioner kepada 100 orang responden yang telah berkunjung ke mall. Metode penelitian yang digunakan merupakan metode analisa kuantitatif dengan menggunakan Smart PLS.Hasil dari penelitian menunjukkan Retail Service Quality berpengaruh signifikan terhadap Minat Berkunjung Ulang dan variabel Perceived Quality dan Customer Satisfaction mengintervening hubungan Retail Service Quality dan Minat Berkunjung Ulang.

Keywords


Customer satisfaction; minat berkunjung ulang; perceived quality; retail service quality

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DOI: https://doi.org/10.9744/pemasaran.13.1.17-26



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