PENGARUH ATRIBUT PUSAT PERBELANJAAN TERHADAP KEPUASAN KONSUMEN DI KAWASAN SENTRA PRIMER JAKARTA BARAT
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Abstract
SPBB Jakarta Barat merupakan sebuah pusat bisnis baru di mana terdapat 2 buah pusat perbelanjaan skala regional yaitu Puri Indah Mall dan Lippo Mall Puri. Kualitas atribut masing – masing pusat perbelanjaan memberikan pengalaman dan kepuasan belanja bagi konsumen. Hal ini menjadi menarik untuk dilihat bagaimana tingkat kepuasan konsumen pada persaingan pusat perbelanjaan di kawasan SPBB Jakarta Barat ini. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan mengukur tingkat kepuasan konsumen pada 7 atribut pusat perbelanjaan Puri Indah Mall dan Lippo Mall Puri. Penelitian dilakukan dengan menyebarkan kuesioner yang berisikan pertanyaan dan pernyataan mengenai profil konsumen dan 7 atribut pusat perbelanjaan pada 150 konsumen pusat perbelanjaan di Puri Indah Mall dan Lippo Mall Puri. Hasil kuesioner kemudian dianalisis menggunakan analisis Likert Scale untuk mengetahui atribut pusat perbelanjaan yang memiliki peringkat teratas sampai terbawah. Hasil dari penelitian ini adalah dari 7 atribut pusat perbelanjaan pada Puri Indah Mall dan Lippo Mall Puri, 3 atribut dengan nilai tertinggi adalah Lingkungan Mall, Kenyamanan, dan Tenant Pengisi. Sedangkan atribut dengan nilai terendah adalah penghargaan / reward sehingga perlu ditingkatkan lagi. Dari hasil perbandingan tingkat kepuasan menunjukkan bahwa konsumen lebih puas pada atribut Lippo Mall Puri dibandingkan dengan atribut Puri Indah Mall. Dari hasil analisis tersebut dapat disimpulkan bahwa Puri Indah Mall perlu lebih lagi meningkatkan kualitas atributnya agar konsumen – konsumen loyalnya dapat dipertahankan karena Lippo Mall Puri hadir dengan inovasi yang mampu menarik banyak konsumen.
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