THE EFFECTS OF MODERN CONVENIENCE STORE ATTRIBUTES TO BUY TOWARDS CUSTOMER’S LOYALTY
(CASE OF INDOMARET)
THESIS
Presented as a Partial Fulfillment of the Requirements for the Degree of Sarjana Ekonomi (S1) in International Business and Management Program
Faculty of Economics Universitas Atma Jaya Yogyakarta
Compiled by: Endah Hariyana Student ID: 11 12 18853
FACULTY OF ECONOMICS
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ACKNOWLEDGEMENT
Praise and thanks to Jesus Christ for his blessings because He already let the researcher finishes the thesis with title “The Effects of Modern Convenience Store Attributes to Buy towards Customer’s Loyalty (Case of Indomaret)”, towards the fulfillment of requirements for the Degree of Sarjana Ekonomi (S1) in International Business and Management Program, Universitas Atma Jaya Yogyakarta.
In process of writing the Thesis, researcher got a lot of helps from many people either in the form of guidance and advises. In this opportunity, researcher want to give a great thanks to:
1. Mrs. Mahestu N. Krisjanti as my great supervisor. I have considered her as parents as well because of her I could get a valuable lesson in both the academic and moral lesson. I hope that I can continue to maintain a good relations with her until whenever it be. Thank you for your guidance over the semester. I feel lucky to have a supervisor like you Maam -.
2. My super dad and mom, thank you for your affection until I can finish this thesis. I know that I could not get it without your all supports. This is not my end of journey, so then I will consider this as a line start of my journey because I know that you two still put a big dream on me. At least, I already finish this step, hope I will be better on the next step and make you both proud of me. There is nothing better than I have you guys as my parents! Praise and thanks to JJesesuus Christ fof r rhihis blessings because He already let the researcher finishehes the thesis with title “The Effectts sofo Modern Convenience Store Attribbuutes to Buy towaardrds s CuCuststomomer’’ss Loyalty (Casse e of Indomaret)”, towarddss the fulfillmenent oofrrequirements for the DeD grgreeee oof Sarjana Ekononomi (S1) in Innteternationanal l BuBusinesss and Management Prograram,m Uniniveversrsititas Atmma Jaya Yogyyakakarartata.
In prprocess of writing the Thesis, researcher got a lot of hhelpss ffrorom manyny p
pe
peopople eeiither in the form of guidance and advises. In this opportuninity, rereseseararcher want too give a great thanks to:
1. Mrs. Mahestu N. Krisjanti as my great supervisor. I have considdered d hher aas parents s asas wwelelll bebecacausu e ofof her I ccoouldd ggetet aa vvalaluauablblee lesson in both thehe academic and moral lesson. I hhoope that I can continue to maintain aa gogoood relalatitiononss wiwiththhherer uuntntililwwhenever it bbee. TThahanknk yyouou ffororyouyour gug ididananceceoover th
t e sememeststerer. II fefeelelllucuckyky to hahave a supve perervivisosorr likekeyyououMaam --..
3. My little brother and sister, big thanks for your silliness that you make, that is why I feel comforted. Hopefully I can always share smiles and laughs in any situations with you two -.
4. That man who always made me amazed over and over, I want to say a big thanks to you too because you always there for me from a a second I start this thesis until the last second I finish it. You did a tons of favors to me and the most important thing is you never feel annoyed or even complain on me. Thank you for being my best friend, my teacher, my guide, my love and my everything! I adore you so Koko Martin PouAdrianto♥
5. Bella and Vena, my silly cousins. Thank you for always messy with the room and make me more desperated whenever I did the thesis in that room we shared of. Whatever it was, you guys are amazing! Thank you for all your supports and the laughs. We will not sharing the room anymore, but we can always sharing love and stupid silly stories over and over. Thanks! 6. IBMP 2011, thanks for the memories that we had. I thank a lot to have
you all. I have an unique story from each of you and it was interesting and learn some positive experiences from you guys. I know we come from different personalities, but then I realized that I can learn something new from each of you. Thank you for your supports and favors so I can finish the thesis in time. Finally we finish our duty in this campus with a nice
closing. Let’s gather as one someday with the new stories and experiences friends!
-laughs in any situationsnswwiith you two o--.
4. That man wwhoho always made me amazed over anndd over, I want to say a big thanksks to you too becaususe yoyou u alalwawaysy ttheh re for me fromm a a second I start t
this thesis unntitil ththe e last second I finishh iitt. YYououddid a tons off ffavors to me and d ththeemom st impmpoortant thing is you never fefeele annoyoyeded oor reven ccomo plain on
on mme. TThhank you for being my best friend, my teteaca her, mmy y guguide, my lovee and my everything! I adore you so Koko Martin PouAuAdriaantntoo♥♥
5.
5 BBella and Vena, my silly cousins. Thank you for always mmessy y wiwithth the room and make me more desperated whenever I did the thesis in that rooom m
we shared of. Whatever it was, you guys are amazing! Thankk you ffoor alll your supports s anandd ththee lalaughs. We willll notnot shshararining gthe room aanynymore, bubutt we can always sharing love aandn sstutupid silly stories over and over. Thaanknks!s! 6
6. IBMP 2011, thanks for the memories that we had. I thank aa lloot ttoo hahave you allll.IIhhavave e anan unique ststorory y frfromomeach ofof yyououaa dndiitt was iinterereststiningg and le
7. Especially for my dear Stella and Debby, I do not have enough words to give a thank for both of you. I was amazed to have such a great friends like you girls! A strong friendship does not have a daily conversation, does not always stick together, but you guys in the heart, never apart
8. For Danu, Donny, Yehuda, Yona, Tasha, and Wina who keep asking me when I will finish the thesis. I am a little annoyed HAHAHAA! but also motivated with your words anyway! Then a day I realized that I will not have best friends like you anymore who always doing silly things together and support me to finish the thesis soon. Thank you guys! I lucky to have all of you
-9. For my favourite staff Mr. Adit, thank you for helping me in any situations. I admit that he is the best staff in campus because he is a super kind man who always patiently help the students doing the academic activities. Big thanks Mr. Adit! You will always be the best staff in campus even you are not working in International Program anymore hohoohohh ^o^
10. All of my friends who are cannot mention one by one in name. I thank you all because give a support to me to do the best for thesis. Thank you all. 11. Dear respondents, thank you for your participate for answering my
questionnaire. I have been done this thesis with the great help from you all. Thanks!
Endah Hariyana like you girls! A strongngffriendship doi d esesnnot have a daily conversation, does not always sstitick together, but you guys in the heaeartr, never apart
8. For DaDanu, Donny, Yehudu a,a, YYonona,a, TTashah , and Wina whoho keep asking me when I will fifininissh the thesis. I am a lilitttlle aannnnoyoyed HAHAHHAAA ! but also mootitivavateted d with yyoour words anyway! Then aa dday I rreaealilizezed d that I wwill not ha
haveve besstt friends like you anymore who always doinng g sillly ththiningsgs togetether and d support me to finish the thesis soon. Thank you guyss! I luuckcky yto havve al
all of you
-9. For my favourite staff Mr. Adit, thank you for helping me iin aanyny situations. I admit that he is the best staff in campus because hhe is a ssupeer kind man whoho aalwlwayayss pap tiently helplp thethe sstutuded nts doing thhee academmicic activities. Big thanks Mr. AAdiit!t! You will always be the best staaffff iinn campus even you are not working in International Progrg amam aanynymomore ho
h hhoohhohhhh ^o^o^^
10
10.AlAl of mmyy frfriends who are cai c nnot mmention one by ononee in name.e.II thank you all because give a supportt to me to dodo the best for thesis. Thank you all. 11. Dear respondents, thank k you for r your participate for answering my
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DEDICATION
TO MY JESUS CHRIST
TO MY MOM AND DAD
(RIYANTO AND NANA SUDJANA)
TO MY LITTLE BROTHER AND SISTER
(DAVID SANTOSO AND MELLY ANGGREINI)
TO ALL OF MY FRIENDS WHO SUPPORT ME
I CAN NOT DO THIS WITHOUT YOU ALL ^^
TO M
MY
Y J
JE
ESUS
S C
CH
HRIST
TO MY M
MO
OM
M A
AN
ND
D D
DAD
(R
RI
IYA
AN
NT
TO AN
ND
D N
NA
AN
NA
A SUD
DJ
JAN
NA
A)
)
T
TO M
MY LITTLE BROTHER AND SIST
TER
R
(
(D
DAV
VID SANTOSO AND MELLY ANGGRE
EI
INI
I)
)
TO
O ALL OF MY FRIENDS WHO SUPPORT M
ME
I
vii
M y chances are
j ust as good as yours!
- M ike Wazowski -
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TABLE OF CONTENTS
TITLE PAGE ... i
APPROVAL PAGE ... ii
COMMITTEE’S APPROVAL PAGE ... iii
STATEMENT OF THESIS AUTHENTICITY ... iv
ACKNOWLEDGEMENT ... v
DEDICATION ... vi
MOTTO ... vii
TABLE OF CONTENTS ... viii
LIST OF TABLES ... ix
LIST OF APPENDIX ... x
ABSTRACT ... xi
CHAPTER I: INTRODUCTION ... 1
1.1 Background ... 1
1.2 Research Problem ... 4
1.3 Research Objectives ... 4
1.4 Research Benefits ... 5
1.5 Systematic of Writing ... 6
CHAPTER II: LITERATURE REVIEW ... 8
2.1 Convenience Store and Retail Industry ... 8
2.2Adolescent’s Perception on Modern Convenience Store.... 14
2.3 Customer Loyalty ... 16
TITLE PAGE ............ i
APPROVAL PAGGEE ....... ii
COMMITTETEE’S APPROVALLPPAGAGEE................... iii
STATTEEMENT OF TTHEHESIS S AUTHENTICIITYTY............. iv
AC ACKNOWWLELEDGDGEMENENT .............................. vv DEDIDICACATIT ONN .............................................. vi
MO MOTTTTO ........................................... vvii TA TABLB EEOF CONTENTS ............................... vviiiiii LIST OOF TABLES ..................................... ix
LIST OF APPENDIX .................... x
ABSTSTRAR CT ....................................... xi
CH C APTER I: INTRODUCTION N.............. 1
1.11BaBackckgrgrououndnd ............................ 11 1. 12 Reseseararchch Prroboblelemm...................................... 44 1.33RResearch Objectives ........ 4
1.4 Research Benefits .......... 5
1.5 Systematic of Writingg ...... 6
2.4 Research Hypotheses ... 19
CHAPTER 3: RESEARCH METHODOLOGY ... 20
3.1 Type of Research ... 20
3.2 Methods of Data Collection ... 20
3.2.1 Questionnaires ... 20
3.2.2 Literature Survey ... 21
3.3 Population and Sample ... 21
3.3.1 Population ... 21
3.3.2 Sample ... 22
3.4 Measurement Scale of Variable ... 22
3.5 Data Collection Method ... 23
3.6 Measuring Instrument ... 24
3.6.1 Validity Test ... 24
3.6.2 Reliability Test ... 24
3.7 Data Analysis Method ... 25
3.7.1 Descriptive Analysis ... 25
3.7.2 Factor Analysis ... 25
3.7.3 Multiple Regression Analysis ... 26
3.7.4 Independent Sample T-test ... 26
3.8 Data Analysis Technique ... 26
CHAPTER 4: DATA ANALYSIS ... 29
4.1 Characteristics of the Respondents ... 29
4.2 Validity and Reliability Analysis ... 31
3.1 Type of Researchh.......... 20
3.2 Methoddss of Data Collection ...... 20
3. 3.22.1 Questionnairireses.................................... 20
3.2.2 LiLitet rar tuture Survey ............. 21
3.33 PoPopupulationnaannd Sample ............................. 221 3.3.11 Population .................................. 21
3 3.3.2 Sample............................... 222 3 3.4Measurement Scale of Variable ................... 2222 3.5 Data Collection Method....................... 23
3.6 Measuring Instrument ............. 24
3.6.1 VaValilididitytyTTesest .......................... 24
3.6.2 Reliability Testt ............ 24
3.7 Data Analysis Method ......... 2525 3 3.77.11 DeDescscririptiveAnAnalalysysisis..............2525 3.7..22 FFactor Analysisis .................. 25
3.7.3 Multiple Reggression Annalysis ... 26
3.7.4 Independent SSample TT-test ... 26
3.8 Data Analysis Techniquque ...... 26
4.2.1 Validity Test ... 31
4.2.2 Reliability Test ... 33
4.3 Data Analysis Result ... 34
4.3.1 Factor Analysis ... 33
4.3.2 Multiple Regressions ... 35
4.3.3 Independent Sample t-Test... 37
4.4 Discussion and Analysis Result ... 43
CHAPTER 5: CONCLUSION ... 47
5.1 Conclusions ... 47
5.2 Managerial Implications ... 49
5.3 Limitations and Further Research ... 50
REFERENCES ... 51
APPENDIX ... 55
4.3 Data Analysis Reesusultlt ...... 34
4.3.1 FaFactor Analysis ....... 33
4. 4.33.2 Multiple Regegreesssioionsns.................... 35
4.3.3 Inndedepependn ent Sample t-Testt................ 37
4.44DiDiscscuussion aannd Analysis Result ............................ 4343 CHAPAPTETER R5: CCONCLUSION .................................... . 47
5.11CConclusions ...................................... 447 5 5.2Managerial Implications ....................... 449 9 5.3 Limitations and Further Research ............ 50
REFEERENCES .................... 51
ix
LIST OF TABLES
Table 4.0 Respondent Data Based on Gender ... 28 Table 4.1 Respondent Data Based on Age ... 29 Table 4.2 Respondents Data Based on Frequency
to Visit Indomaret ... 30 Table 4.3 Validity Test Result ... 31 Table 4.4 Reliability Test Result ... 33 Table 4.5 Factor Analysis - Rotated Component Matrix
Result... 34 Table 4.6 Multiple Regression –Model Summary Result ... 36 Table 4.7 Multiple Regression –Significance Detail... 36 Table 4.8 Differentiation of Attributes from Indomaret
based on Gender... 38 Table 4.9 Independent Sample t-Test – Means based
on Gender (Attributes) ... 39 Table 4.10 Differentiation of Purchasing Products and Using
the Services from Indomaret based on Gender ... 40 Table 4.11 Independent Sample t-Test - Means based
on Gender (Products and Services)... 41 Table 4.12 Differentiation of Perceiving the Customer’s
Loyalty from Indomaret based on Gender ... 42 Table 4.0 Respondent DDatataa Based onGGenender ... 28
Table 4.1 Respspoondent Data Based on Age ...... 29
Table 4.4.22 Respondents Daatat BBasa ededoonnFrreqe uency
to VVisisittIIndn omaret ............. 30
Table e 4.4.3 3 VaValiditytyTTest Result .................................. 3131
Ta
Tablble e 44.4 ReReliability Test Result ................................. . 33
T
Table 44.5 Factor Analysis - Rotated Component Matrix
Result................................ 3434
Taable 4.6 Multiple Regression–Model Summary Result ........ 36
Table 4.7 Multiple Regression–Significance Detail...... 36 Ta
Table 4.8 Differrenentitiatatioionn ofo Attributes frfromomIIndndomo aret
based on Gender................ 38
Ta
Tablbe 4.9 Independent Sample t-Test –– Means based
onGGenendeder (Atttriribubutetes)s).....................3399
Ta
Tablbe 4.100 DiDiffferentiation ofof Purchaassing Products anand d Using g
the Services frrom Indomara et based on Gender ... 40
Table 4.11 Independent Sammple t-Teesst - Means based
on Gender (Produductsaand Services)... 41
Table 4.13 Independent Sample t-Test – Means based
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LIST OF APPENDIX
Appendix 1.1 English Questionnaire ... 56
Appendix 1.2 Indonesian Questionnaire ... 62
Appendix 1.3 Respondent Profile Data ... 68
Appendix 1.4 Respondent Questionnaire Responses ... 72
Appendix 1.5 SPSS Output of Validity and Reliability Test ... 83
1.5.1 Validity Test for Attributes of Indomaret ... 83
1.5.2 Validity Test for Customer’s Loyalty ... 85
1.5.3 Reliability Test for Attributes of Indomaret ... 86
1.5.4 Reliability Test for Customer’s Loyalty ... 86
Appendix 1.6 SPSS Output of Factor Analysis ... 87
Appendix 1.7 SPSS Output of Multiple Regressions for Attributes Towards Customer’s Loyalty... 93
Appendix 1.8 SPSS Output of Independent Sample t-Test ... 94
1.8.1 Attributes of Indomaret based on Gender ... 94
1.8.2 Product and Services of Indomaret ... 97
1.8.3Customer’s Loyalty ... 101
Appendix 1.1 English Questtioionnnaire ........... 56
Appendix 1.2 Indononesian Questionnaire ...... 62
Appendix 11.3.3 Respondent Profofile eDaD tata.......................... 68
Appendndix 1.4 RespoondndenenttQuestionnaire Resppononsesess....... 72
Ap Appendixx11.5.5 SSPSP S OuOutptput of Validity and Reliaabibililty Tesestt ............... 8383 1. 1.5.1 VValidity Test for Attributes of Indomaret ................. 83
1.5.5.2 Validity Test for Customer’s Loyalty ........ 8585 1 1.5.3 Reliability Test for Attributes of Indomaret ............886 6 1.5.4 Reliability Test for Customer’s Loyalty ....... 86
Apppepenndix 1.6 SPSS Output of Factor Analysis ............887 Appendix 1.7 SPSS Output off MuMultl iplee RRegressions for Attributes Towards Customer’s Loyalty... . 993 Ap Appependndixix11.8.8SSPSPSS S OuOutptpututoof fInIndedepep ndndenent tSaSampmplelett-T-Tesestt ............. 9494 1 1.8.8.11AtAttrtribbututes of Indoomam ret baseedd on Gendederr ................. 994 1.8.2 Product and Servicces of Indoomaret ... 97
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THE EFFECTS OF MODERN CONVENIENCE STORE ATTRIBUTES TO BUY TOWARDS CUSTOMER’S LOYALTY
(CASE OF INDOMARET)
Compiled by: Endah Hariyana Student ID: 111218853
Supervisor W. Mahestu N. Krisjanti, SE., M.Sc.IB., Ph.D.
ABSTRACT
This research examines the difference when customer purchasing products or using services in modern convenience store based on gender (case of Indomaret). It also reveals the relation between the attributes of Indomaret itself with the customer’s loyalty. Nowadays, modern convenience stores have become a part of the societies especially among adolescents when they need daily goods but then their time is limited. Then, a questionnaire was distributed to investigate modern convenience attributes towards cutomer’s loyalty and the difference of customer perception about modern convenience store based on gender.
From this study, there are some conclusions after data analysis. First, there is a sub variable of atttributes that positively affect the customer’s loyalty. Second, the difference of gender will affect the customer perception about modern convenience stores.
Keyword: Modern Convenience Store, Customer’s Loyalty, Gender Differences, Products and Services, Store Attributes, Adolescents Perception.
(CCASASEE OF INDDOMOMARET)
Compiled by:
Endah Hariyana
Student ID: 111218853
Supepervisor WW. Mahestu N.N.KKririsjsjananti, SE., M.Sc..IBIB., Ph.D.D.
ABSTRACT
Th
Thiis researcch h exexamamines tthehe ddififfefererencnce whenccusustotomer purchhasingng pprorodducts orr uusisingng sserervivicecess inn mmoderrn n convvenenience e store bab seedd onon ggenendederr (c(case of Indomamarere )t). It aalslsoo reveals the reelalation betetwween the attriibubutetes of Indndomomaret itself with the customer’s loyalty. Nowwaadays, mmodo ern convenience stores have become a part of the societies especiallyy among adoolescents when they need daily goods but then their time is limited. Thhen, a questitionnaire was distributed to investigate modern convenience attributes toowards cuutomer’s loyalty and the difference of customer perception about modernn convennience store based on gender.
