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G. Frame of Thinking
The framework in this study illustrate the relationship of the independent variable customer service X1, store design and display X2, communication
mix X3, location X4, merchandise assortment X5, and pricing X6 towards dependent variable customer satisfaction Y
According to what the researcher has explained in previous section, the framework in this research is showed in figure 2.4.
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Figure 2.4 Conceptual Thinking
Store Design and Display
Communication Mix
Customer Service
Merchandise Assortment
Location Pricing
Customer Satisfaction
Validity Test Reliability Test
Normality Test Multicolliniaerity
Test Heteroscedasticity
Test
Multiple Linear Regression
Coefficient of Determination
T Test F Test
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H. HYPOTHESIS
The hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher Malhotra, 2004:49. Based on
the formulation of the problem, the theoretical basis and framework mentioned above, the hypothesis proposed in this study are:
H
01
:Customer service X1 has no significant influence towards customer satisfactionY.
H
a1
:Customer service X1 has a significant influence towards customer satisfaction Y.
H
02
:Store design and display X2 has no significant influence towards customer satisfaction Y.
H
02
:Store design and display X2 has a significant influence towards customer satisfaction Y.
H
03
:Communication mix X3 has no significant influence towards customer satisfaction Y.
H
03
:Communication mix X3 has a significant influence towards customer satisfaction Y.
H
04
:Location X4 has no significant influence towards customer satisfaction Y.
H
04
:Location X4 has a significant influence towards customer satisfaction Y.
H
05
:Merchandise Assortment X5 has no significant influence towards customer satisfaction Y.
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H
05
:Merchandise Assortment X5 has a significant influence towards customer satisfaction Y.
H
06
:Pricing X6 has no significant influence towards customer satisfaction Y.
H
06
:Pricing X6 has a significant influence towards customer satisfaction Y. H
07
:Customer service X1, store design and display X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 have
no significant influence towards customer satisfaction Y. H
07
:Customer service X1, store design and display X2, communication mix X3, location X4, merchandise assortment X5, and pricing X6 have
a significant influence towards customer satisfaction Y.
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CHAPTER III RESEARCH METHODOLOGY
A. Scope of Research
This research is conducted to analyze the influence of retail marketingmix customer service, store design display, communication mix, location,
merchandise assortment, and pricing towards customer satisfaction at SB Mart in Bukit Sawangan Indah Housing.
.The determination of target is customers of SB Mart Bukit Sawangan Indah Housing. It is because SB Mart has the distinctive competence and the
customers come from everywhere not only people who live in Bukit Sawangan Indah Housing.The research period starts from August 2014 until
the completion writing
B. Population and Sample
1. Population Population is a generalization area consist of object or subject which has
certain quality and characteristic that is appointed by researcher to be analyzed than generated conclusion Sugiyono, 2008:61. Population in
this reserach is all customers whose have ever shopped at SB Mart in Bukit Sawangan Indah Housing.
2. Sample Sample is a part of amount and characteristic owned by the population
Sugiyono, 2008:62. Sampling technique used in this research is non
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