Update Artikelilmiah: 17131

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Abstrak (Bhs. Indonesia)

Penelitian ini berjudul “ANALISIS TERHADAP CITRA TOKO RITEL MORO DEPARTMENT STORE DAN RITA PASARAYA ISOLA BERDASARKAN PERSEPSI KONSUMEN WANITA DI PURWOKERTO”.  Tujuan dari penelitian ini adalah untuk menganalisis persepsi pelanggan wanita terhadap barang dagangan (merchandise) Moro Department Store dan Rita Pasaraya Isola di Purwokerto, untuk menganalisis persepsi pelanggan wanita terhadap layanan (service) Moro Department Store dan Rita Pasaraya Isola di Purwokerto, untuk menganalisis persepsi pelanggan wanita terhadap clientele Moro Department Store dan Rita Pasaraya Isola di Purwokerto, untuk menganalisis persepsi pelanggan wanita terhadap fasilitas fisik (physical facilities) Moro Department Store dan Rita Pasaraya Isola di Purwokerto, untuk menganalisis persepsi pelanggan wanita terhadap kenyamanan (convenience) Moro Department Store dan Rita Pasaraya Isola di Purwokerto, untuk menganalisis persepsi pelanggan wanita terhadap promosi (promotion) Moro Department store dan Rita Pasaraya Isola di Purwokerto, dan untuk menganalisis persepsi pelanggan wanita terhadap suasana toko (store atmosphere) Moro Department store dan Rita Pasaraya Isola di Purwokerto. Untuk menguji hipotesis, jenis penelitian ini menggunakan metode survei. Populasi penelitian ini adalah keseluruhan konsumen wanita di Moro Department Store dan Rita Pasaraya Isola Purwokerto yang jumlahnya tidak dapat diketahui secara pasti. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik interval taksiran (interval estimate technique), dimana dapat ditentukan ukuran sampel dalam penelitian sebanyak 100 responden. Selanjutnya, teknik analisis data dalam penelitian ini menggunakan uji t beda dua rata-rata (independent sample t-test). 
Berdasarkan hasil analisis data, dapat disimpulkan bahwa terdapat perbedaan antara persepsi pelanggan wanita terhadap barang dagangan (merchandise), fasilitas fisik (physical facilities) dan suasana toko (store atmosphere) Moro Department Store dan Rita Pasaraya Isola di Purwokerto, tidak ada perbedaan antara persepsi pelanggan wanita terhadap layanan (service), clientele, kenyamanan (convenience) dan promosi (promotion) Moro Department Store dan Rita Pasaraya Isola di Purwokerto. Mengacu pada kesimpulan tersebut, maka dapat diimplikasikan bahwa sebagai upaya untuk meningkatkan citra toko (store image) berdasarkan persepsi pelanggan wanita, pihak manajemen Moro Department Store perlu memperhatikan layanan toko (service), kenyamanan (convenience) dan promosi (promotion) dalam rangka terus meningkatkan aspek-aspek toko ritel tersebut secara optimal. Di sisi lain, manajemen Rita Pasaraya Isola perlu memperhatikan kebijakan yang terkait dengan barang dagangan (merchandise), clientele, fasilitas fisik (physical facilities) dan kebijakan mengenai suasana toko (store atmosphere) dalam rangka terus meningkatkan aspek-aspek toko ritel tersebut secara optimal. Mengacu pada keterbatasan penelitian ini, maka penelitian lebih lanjut perlu memilih dan menambahkan jumlah responden yang secara praktik dapat menggunakan metode probability sampling. Penelitian selanjutnya perlu mempertimbangkan untuk menggunakan metode pengumpulan data yang lain, misalnya wawancara dan observasi. Penelitian selanjutnya juga perlu memperluas cakupan penelitian dan mengembangkan model penelitian melalui penambahan aspek-aspek citra toko (store image) lainnya.

Abtrak (Bhs. Inggris)

This research was entitled “RETAIL STORE IMAGE ANALYSIS OF MORO DEPARTMENT STORE AND RITA PASARAYA ISOLA BASED ON PERCEPTION OF FEMALE CUSTOMERS IN PURWOKERTO”. The aims of research were to analyze the perception of female customers on merchandise of Moro Department Store and Rita Pasaraya Isola in Purwokerto, to analyze the perception of female customers on services of Moro Department Store and Rita Pasaraya Isola in Purwokerto, to analyze the perception of female customers on clientele of Moro Department Store and Rita Pasaraya Isola in Purwokerto, to analyze the perception of female customers on physical facilities of Moro Department Store and Rita Pasaraya Isola in Purwokerto, to analyze the perception of female customers on convenience of Moro Department Store and Rita Pasaraya Isola in Purwokerto, to analyze the perception of female customers on promotion of Moro Department Store and Rita Pasaraya Isola in Purwokerto, and to analyze the perception of female customers on store atmosphere of Moro Department Store and Rita Pasaraya Isola in Purwokerto.               To test the research hypotheses, type of this research used survey method. Population of this research was all customers of Moro Department Store and Rita Pasaraya Isola in Purwokerto where it number undetected certainty. Sampling technique of this study used interval estimate technique, so it could be determined that sample size within study was 100 respondents. Furthermore, technique data analysis of this study used independent sample t-test.  
Based on the result of data analysis, it could be concluded that there was a difference between perception of female customers on merchandise, physical facilities as well as store atmosphere of Moro Department Store and Rita Pasaraya Isola in Purwokerto, while there was no difference between perception of female customers on service, clientele, convenience as well as promotion of Moro Department Store and Rita Pasaraya Isola in Purwokerto. Refers to these conclusions, it could be implied that as an effort to increase the store image based on perception of female customers, management of Moro Department Store needs to pay attention on service, convenience and promotion policies in order to increase these aspects of retail store optimally. On the other hand, management of Rita Pasaraya Isola needs to pay attention on merchandise, clientele, physical facilities, and store atmosphere policies in order to increase these aspects of retail store optimally. Finally, refers to the limitations of this study, further research need to choose and add the number of respondents that in practically can be implemented the probability sampling method, needs to consider using the other methods of data collection, such as interview and observation.  Further researcher also need to extend studies and develop the research model by incorporate the other aspects of store image.

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