62
3. Calculate the statistical value F count can be found using the formula:
Fhitung =
SSr ��
2 Where: SSreg = sum square regression
SSres = sum square residuals df = degrees of freedom
4. Calculation criteria If F count F table, H
is rejected and Ha is accepted If F count F table, H
is accepted and Ha is rejected
E. Operational Definition of Variables
In this research there are 6 independent variables derive from retail mix variables customer service X1, store design and display X2,
communication mix X3, location X4, merchandise assortment X5, and pricing X6and dependent variable is customer satisfaction Y.
Table 3.1
Variable DimensionSub.
Variable Indicator
Measurement Scale
Customer Service
X1
Levy Weitz,
2012:505-506 1. Tangible
1. Store employees are always use
tidy uniform. Ordinal
63
Variable DimensionSub.
Variable
2. Reliability
3. Responsiveness
4. Assurance
5. Empathy Indicator
2. The provision of troley and
shopping cart 3. The provision of
debit machine credit
1. Delivery Service
1. Responsiveness to customer
complaints and inquiries
1. Knowledge of the product
offered 2. Security trust
and convenience
shopping 1. The willingness
of store employees to
handle and resolved
customer complaints
Measurement Scale
Ordinal
64
Variable DimensionSub.
Variable Indicator
Measurement Scale
Store design
and display X2
Dunne, Lusch, and Griffith
stated in
Setiawan and Kunto 2013:4 Berman
dan Evans stated in Fuad, 2010:3
1. Store front designexterior
2. General Interior
3. Store Layuot
4. Lighting design
5. Sounds
6. Smells 1. The
attractiveness of the storefront
1. The cleanliness in the SB Mart
store 2. The neatness of
product display 3. The air in the
store
1. The appropriate
layout in the store
1. The lighting in the store
1. Greeting from the store
employee
1. Smell good of the store
Ordinal
65
Variable DimensionSub.
Variable Indicator
Measurement Scale
Communication mix X3
Sullivan Adcock stated in Japarianto
dan Djati uploaded in 2013:5
1. Sales promotion
2. Advertising 1. Clear
information about sales
promotion discount,
bonus, etc. 2. The
atrractiveness of sales promotion
1. The attractiveness of
the boardand signs used by a
shop 2. Appropriately
distributing attractive
brochures Ordinal
Location X4
Mischitelli stated in Atmaja
and Adiwinata, 2013:3
Lamb, et al stated in Munir, 2011:39
1. Accessibility 1. Store locations
easily accessible by
vehicles 2. Store locationis
easy to find Ordinal
66
Variable DimensionSub.
Variable
2. Place
3. Parking
4. Security of location
Indicator
1. Strategic store locations
1. Parking area is quite spacious
and comfortable.
1. Security of the store locations
Mesurement Scale
Ordinal
Merchandise assortment X5
Levy and
Weitz 2012:314Annisa,
2014. Engels and Blackwell stated in
Liwe, 2013:3. 1. Product variety
or breadth
2. Product depth
3. Product availability
1. The diversity of the products
1. The various size of product
1. The availability of products
stock Ordinal
Pricing X6
Stanton stated in Dinawan, 2010:36
1. Prices are in accordance with
the quality of a product.
1. Given prices in accordance with
the quality obtained.
Ordinal
67
Variable DimensionSub.
Variable
2. Prices are in accordance with
the benefits of a product.
3. Price comparisons
with other products.
Indicator
2. Given prices in accordance with
the benefit obtained.
3. Given prices compare to
competitor’s products.
Mesurement Scale
Ordinal
Customer satisfaction Y
Lupiyoadi stated in Akmal et al., 2012:2
Dutka in Melinda in
Saidani and
Arifin, 2012:
6Kennedy and
Young stated
in Lustinayanti,
2011:25 1. Product quality
2. Service quality
3. Attributes related to
purchase 4. Overall
Satisfaction 1. The products
are offered in accordance with
customer expectations.
2. The services provided in
accordance with the level of
consumer expectations.
3. Good reputation of the store.
4. Overall Satisfaction of
Customers. Ordinal
68
CHAPTER IV ANALYSIS
A. General Overview Research Object
1. The History of SB Mart
SB Mart was established on August 3, 2010. The establishment of SB Mart is motivated by a sense of longing for the presence of shopping
facilities for the general public which really favor the general public consumers, traders and economic actors in the environment surrounding
SB Mart. SB Mart has a different nuances compare with others mini markets, also has a different philosophy and orientation.
SB Mart is one of the business unit of Sejahtera Bersama Cooperative which is engaged in trading of basic needs which are expected to provide
basic daily needs for members prospective members of the cooperative and the community at large with good quality and reasonable price as well
as a builder for the store-small store owned by the community in each area.
Along with the rise of the mini market business in Indonesia, SB Mart comes in serving people with different store shades. Both in terms of the
atmosphere of shopping, the appearance, or products that are sold. SB Mart does not sell liquor and other illicit goods so SB Mart is very friendly
with the family of Indonesia. In SB Mart also sold distinctive merchandise
