Partial Test T Test

135

4. Partial Test T Test

Table 4.55 The Result of T Test Coefficients a Model Unstandardized Coefficients Standardized Coefficients T Sig. B Std. Error Beta 1 Constant 5.749 2.415 2.381 .019 Customer Service .142 .053 .277 2.691 .008 Store Design and Display -.031 .067 -.045 -.459 .647 Communication Mix -.070 .072 -.096 -.966 .336 Location -.070 .060 -.114 -1.179 .242 Merchandise Assortment .240 .130 .188 1.850 .068 Pricing .483 .136 .351 3.560 .001 a. Dependent Variable: Customer Satisfaction Source: Processed primary Data by SPSS 1.7 a. Is there any influence of Customer Service X1 towards Customer Satisfaction Y Define hypothesis: H 01 : customer service X1 has no significant influence on the customer satisfaction Y. H a1 : customer service X1 has a significant influence on the customer satisfaction Y. The criteria: 136 If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was 2.407 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, it can be compared to that value 2.691 t calculate t table 1.985, with a value of sig 0.008 0.05. So that H 01 is rejected and H a1 is accepted, meaning customer service has significant influence towards customer satisfaction. These appropriate with the previous research by Pasaribu and Sembiring in 2013 with the title The Effect of Retail Marketing Mix Strategi Towards Satisfaction and Loyalty of Customer at Syariah MES Mart Minimarket. They stated customer service has positive and significant influence towards customer satisfaction. b. Is there any influence of Store Design and Display X2 towards Customer Satisfaction Y Define hypothesis: H 02 : store design and display X2 has no significant effect on the customer satisfaction Y. H a2 : store design and display X2 has a significant effect on the customer satisfaction Y. 137 Compare the value of tcalculate with ttable: If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was -0.629 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, It can be compared to that value - 0.459 t calculate t table 1.985, with a value of sig 0.647 0.05. So that H 02 is accepted and H a2 is rejected, meaning store design and display has no significant influence towards customer satisfaction. When compared with the theory, according to Levy and Weitz 2012:468 the design should be consistent and reinforce the retail strategy to meet the needs of the target market and build sustainable competitive advantage. Allegedly, the SB Mart design still lacking reinforce its Islamic nuance. There is no Islamic ornaments at the store such as picture or craving mosque dome in the storefront and calligraphy inside the store. Beside th at, allegedly, customers doesn’t concern about store design and display of SB Mart. They are more concern to the price and service given by SB Mart or the place of SB Mart is near from customers’s house. 138 c. Is there any influence of communication mix X3 towards Customer Satisfaction Y Define hypothesis: H 03 : communication mix X3 has no significant effect on the customer satisfaction Y. H a3 : communication mix X3 has a significant effect on the customer satisfaction Y. Compare the value of tcalculate with ttable: If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was -1.048 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, It can be compared to that value - 0.966 t calculate t table 1.985, with a value of sig 0.336 0.05. So that H 03 is accepted and H a3 is rejected, meaning communication mix has no significant influence towards customer satisfaction. When compared with the theory, Levy and Weitz 2012:399 stated through promotion, companies communicate with customers to make them aware of the existence of companies products and services to that they intertest to visit and make purchase. Allegedly, SB Mart way of communication is less attractive, it only uses brochures and putting 139 up posters that inform the goods being discount. The second allegation is the sales promotion is not appropriate for customers needs. d. Is there any influence of location X4 towards Customer Satisfaction Y Define hypothesis: H 04 : location X4 has no significant effect on the customer satisfaction Y. H a4 : location X4 has a significant effect on the customer satisfaction Y. Compare the value of tcalculate with ttable: If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was -1.278 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, It can be compared to that value - 1.179 t calculate t table 1.985, with a value of sig 0.242 0.05. So that H 04 is accepted and H a4 is rejected, meaning location has no significant influence towards customer satisfaction. This is appropriate with the previous research Setiawan and Kunto 2013 that location doesn’t give significant influence towards customer satisfaction. 140 e. Is there any influence of merchandise assortment X5 towards Customer Satisfaction Y Define hypothesis: H 05 : merchandise assortment X5 has no significant effect on the customer satisfaction Y. H a5 : means that the merchandise assortment X5 has a significant effect on the customer satisfaction Y. Compare the value of tcalculate with ttable: If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was 2.473 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, It can be compared to that value 1.850 t calculate t table 1.985, with a value of sig 0.068 0.05. So that H 05 is accepted and H a5 is rejected, meaning that merchandise assortment has no significant influence towards customer satisfaction. This appropriate with the previous research Japarianto and Djati 2011 with the title The Effect of Service Retail Marketing Mix Towards Shopping Satisfaction of Tourism Shopper At Plaza-Plaza Surabaya 141 that merchandise assortment does not have a significant effect on the level of tourism shopper satisfaction. f. Is there any influence of pricing X6 towards Customer Satisfaction Y Define hypothesis: H 06 : pricing X6 has no significant effect on the customer satisfaction Y. H a6 : pricing X6 has a significant effect on the customer satisfaction Y. Compare the value of tcalculate with ttable: If -t table t calculate t table , Ho is accepted and Ha is rejected. If t calculate t table , or -t calculate -t table , Ho is rejected and Ha is accepted. The value obtained t calculate was 3.208 while t table to a significant extent based on 0.052=0.025 and degrees of freedom df with df=n-2 or 100-2=98 is 1.985. Then, from the result above, It can be compared to that value 3.560 t calculate t table 1.985, with a value of sig 0.001 0.05. So that H 06 is rejected and H a6 is accepted, meaning that pricing has significant influence towards customer satisfaction. This appropriate with the previous research by Wijaya et al. uploaded in 2013 with the title The Analysis of Retail Mix Toward 142 Customer Satisfaction in 39 Store Semarang. They stated pricing has positive influence towards customer satisfaction. The better pricing policy, it will increase customer satisfaction.

5. Simulaneous Test F Test