Pengaruh Product Attributes, Service Attributes Dan Store Attributes Terhadap Consumer Satisfaction (studi Pada House Of Smith Bandung)

Abstract

Abstrak Fashion saat ini sudah menjadi salah satu cara untuk mengekspresikan hasrat dan kreativitas diri. Perkembangan industri fashion di Indonesia dapat dilihat di Kota Bandung yang merupakan salah satu barometer fashion independen Indonesia yang tidak pernah ketinggalan dalam perkembangannya. Bentuk toko fashion yang ada dikota Bandung adalah berupa distro (distribution store). Untuk bersaing dalam bisnis maka keunggulan-keunggulan yang harus dilakukan adalah dengan strategi product attributes, service quality attributes dan store attributes untuk menciptakan dan meningkatkan kepuasan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh product attributes, service quality attributes dan store attributes terhadap consumer satisfaction di House of Smith Bandung. Metode yang digunakan adalah metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Jenis data menggunakan data primer dan sekunder, sedangkan teknik yang digunakan dalam mengumpulkan data adalah wawancara, kuesioner dan studi kepustakaan. Pengambilan sampel menggunakan metode non-probability sampling jenis purposive sampling dengan responden sebanyak 100 orang. Teknik analisis data menggunakan analisis deskriptif dan analisis regresi linear berganda Hasil penelitian menunjukkan bahwa product attributes, service quality attributes dan store attributes berada pada katagori baik. Berdasarkan hasil pengujian hipotesis secara simultan bahwa Product Attributes (X1), Service Quality Attributes (X2) dan Store Attributes (X3) berpengaruh terhadap Consumer Satisfaction (Y) dengan pengaruh sebesar 0,793 atau 79,2%. Sedangkan sisanya sebesar 20,7% merupakan konstirbusi variabel lain selain Product Attributes (X1), Service Quality Attributes (X2) dan Store Attributes (X3). Ini diperoleh dari hasil perhitungan nilai F hitung sebesar (122,769) > F tabel (2,699). Berdasarkan uji hipotesis secara parsial didapat product attributes memiliki tingkat pengaruh positif dan signifikan terhadap kepuasan konsumen, service quality attributes juga memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen, store attributes memiliki pengaruh positif dan signifikan juga terhadap kepuasan konsumen pada House of Smith Bandung. Kata kunci : Consumer Satisfaction, Product Attributes, Service Quality Attributes, Store Attributes Abstract Today's fashion has become one way to express self-desire and creativity. The development of the fashion industry in Indonesia can be seen in the city of Bandung, which is one of Indonesia's independent fashion barometers that have never missed its development. The form of fashion stores in the city of Bandung is in the form of a distribution store. To compete in business, the advantages that must be done are product strategy, service quality attributes and store attributes to create and enhance customer satisfaction. This study aims to determine the effect of product attributes, service quality attributes and store attributes on consumer satisfaction at the House of Smith Bandung. The method used is a quantitative method with a type of descriptive and ISSN : 2355-9357 e-Proceeding of Management : Vol.6, No.1 April 2019 | Page 1330 2 causal research. The type of data uses primary and secondary data, while the techniques used in collecting data are interviews, questionnaires and literature studies. Sampling uses a non-probability sampling method of purposive sampling with respondents as many as 100 people. Data analysis techniques used descriptive analysis and multiple linear regression analysis The results show that product attributes, service quality attributes and store attributes are in the good category. Based on the results of simultaneous hypothesis testing that Product Attributes (X1), Service Quality Attributes (X2) and Store Attributes (X3) have an effect on Consumer Satisfaction (Y) with an effect of 0.793 or 79.2%. While the remaining 20.7% is a constellation of other variables besides Product Attributes (X1), Service Quality Attributes (X2) and Store Attributes (X3). This is obtained from the results of the calculation of the calculated F value of (122,769)> F table (2,699). Based on the hypothesis test partially obtained product attributes have a level of positive and significant influence on customer satisfaction, service quality attributes also have a positive and significant influence on customer satisfaction, store attributes have a positive and significant influence on customer satisfaction at the House of Smith Bandung. Keywords : Consumer Satisfaction, Product Attributes, Service Quality Attributes, Store Attributes