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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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probability sampling where all population dont have same opportunity to become respondents and sampling is based on researcher consideration
Simamora stated inKoentjoro and Subagio, 2013:2. In this research use 100 respondents for collectiong data. The use of these
100 questionnaires with technical reason because the proper sample for this research 30 to 500 people. Sugiono, 2008:74.
The characteristics of the respondents were used as samples in this study were:
1. Consumers who shop at SB Mart in Bukit Sawangan Indah Housing. 2. Minimum age 17 years, this is because at that age consumees are able
to provide concrete assessment.
C. Data Collection Method
The type of data obtained, can be grouped into: 1. Primary Data
Primary data is data originated by the researcher specifically to address the research problem Malhotra, 2004:37. In this study, primary data obtained
from questionnaires regarding consumer response with regard to customer service, store design and display, communication mix, location,
merchandise assortment, and pricing that influence customer satisfaction.
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Primary data is data collected for some purpose other than the problem at hand Malhotra, 2004:37.
2. Secondary Data Secondary data is data collected for some purpose other than the problem
at hand Malhotra, 2004:37. Secondary data were obtained from a variety of library materials, either in the form of books, journals and other
documents that had to do with the study material.
D. Analysis Method
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