Abstract
The development of modern retail has increasing rapidly. The increase in modern retail is influenced by the increasing number of consumers who want to shop easily and comfortably.The purpose of this study was to determine the effect of service quality and consumer perceptions of customer value on Indomaret consumers in Permata villa Tangerang. Data collection was obtained from distributing questionnaires and processed using SPSS software version 24. The sample of this study was 72 respondents of Indomaret villa Permata consumers, the method used was incidental sampling.The results of this study partially address the Service Quality Variable (X1) has a positive effect on Customer Value (Y) because the value of t is 9,656> from t table of 1.66691. Consumer Perception (X2) has a positive effect on Customer Value (Y) because the value of t arithmetic of 8.620> of t table of 1.66691. Simultaneously Service Quality Variable (X1) and Consumer Perception (X2) have a positive effect on Customer Value (Y) because the calculated F value of 62.670, with a coefficient of determination of 0.654, or 65.4% is the remainder influenced by factors not researched. Keywords - Service Quality, Consumer Perception, Customer Value DOI : 10.7176/JMCR/62-03 Publication date: November 30 th 2019
Highlights
Competition among companies will never end, they always compete to improve companies that are more advanced and make each other superior to each other, so the company absolutely must have a competitive advantage in a market
It can be seen that the relationship between Service Quality and Consumer Perception on Customer Value has a strong level of closeness that is equal to 0.803
From the results of the calculation of the coefficient of determination above obtained R2 (R square) of 0.645, meaning that 64.5% of customer value variables can be explained by service quality and consumer perceptions
Summary
Competition among companies will never end, they always compete to improve companies that are more advanced and make each other superior to each other, so the company absolutely must have a competitive advantage in a market. The development of the Indonesian retail industry is experiencing rapid development. The retail industry is one of the many industries that experience very fierce competition, this can be shown by the increasing number of business players entering this industry sector. Service quality must be the main focus of company attention. Quality service is comparable to the price offered by Indomaret and consumers are satisfied with the services provided and the benefits obtained from
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