ABSTRACT
THE EFFECT OF STORE ATMOSPHERE ON CONSUMER SATISFACTION AT GIANT STORE JALAN MT. HARYONO MALANG
Nizal Rozaq Sa’banaBy:
125020207121006 Supervisor:
M. Abdi Dzil Ikhram W, S.E., M.M.
This study aims to determine whether store atmosphere influences the customer satisfaction of Giant Supermarket Jalan MT. Haryono. The analysis uses an independent variable, which is the store atmosphere and the dependent variable is customer satisfaction. The sample of this study was determined using the Roscoe measurement scale taken from the research population whose are undergraduate students of Universitas Brawijaya. Data collection was carried out by means of a questionnaire distributed directly to 100 respondents. The statistical method uses Simple Linear Regression Analysis, with the hypothesis testing used statistical test t. The results of this study indicate that the store atmosphere has a significant effect on customer satisfaction.
Keyword: Store Atmosphere, Consumer Satisfaction, and Retail
ABSTRAK
PENGARUH ATMOSFER TOKO TERHADAP KEPUASAN KONSUMEN PADA TOKO GIANT JL. MT HARYONO MALANG
Oleh:
Nizal Rozaq Sa’bana 125020207121006
Pembimbing:
M. Abdi Dzil Ikhram W, S.E., M.M.
Penelitian ini bertujuan untuk mengetahui adakah pengaruh dari atmosfir toko terhadap kepuasan pelanggan dari Giant Supermarket Jl. MT Haryono. Analisis ini menggunakan variable independent yaitu atmosfir toko dan variable dependennya adalah kepuasan pelanggan. Sampel dari penelitian ini ditentukan dengan menggunakan skala pengukuran Roscoe yang diambil dari populasi penelitian yaitu Mahasiswa Universitas Brawijaya. Pengumpulan data dilakukan dengan cara kuisioner yang disebarkan langsung kepada responden yang berjumlah 100 kuesioner. Metode statistik menggunakan Analisis Regresi Linear Sederhana, dengan pengujian hipotesis uji statistik t. Hasil penelitian ini menunjukkan bahwa atmosfir toko berpengaruh signifikan terhadap kepuasan pelanggan.
Kata Kunci : Atmosfir Toko, Kepuasan Pelanggan, dan Ritel
BACKGROUND
Lately, retail sales in Indonesia have decreased. Tamara (2019) said, the phenomenon of the closure of many large retail outlets is caused by various factors.
Starting from changes in shopping behavior and lifestyles, the proliferation of online retail businesses, or changes of business strategy in each company. In addition, in recent years, the food retail business in Indonesia has experienced increased competition in recent years.
Figure 1
Large Retail Business Revenue
Source: katadata.co.id
The data above shows that in the last few years the revenue of retail business was declined. Increased competition in this business is accused as a factor causing their income to decline. To survive in this
business, companies are required to be able to increase their sales so they can make a profit.
Today, when business competition becomes very tight, managers of a company are required to provide innovations to increase their sales. The thing that also influences sales is the ambiance incorporated in the store atmosphere. Kotler (2008), stated that the store atmosphere is a characteristic of buyers and a good structuring process will stimulate consumer buying interest.
All aspects of a shopping environment in a physical sales location, that are incorporated in a store atmosphere, are one of the important factors in influencing consumer behavior. According to Morisson et al (2010), store atmosphere positively influenced shopper behavior including time and money spend, approach behavior, and satisfaction with the shopping experience.
This shows the importance of store atmosphere phenomenon for further research.
Companies must learn the new philosophy of the hospitality industry to succeed maintaining their existence. Winning is possible in today's market if the company is focused on the customer - the highest value should be considered as the fulfillment of the target groups’ wishes (Kotler et al. 2013,
0 5.000 10.000 15.000 20.000
Hero MPPA
Large Retail Business Revenue
(in Billion Rupiah)
2015 2016 2017 2018
253). Companies must generate customers and not only provide services.
Every consumer tends to have a certain expectation when shopping at a store. If these expectations are fulfilled, it will give satisfaction to consumers. According to (Kotler & Keller, 2016), consumer satisfaction is predetermined by how the expectations of the customer are met. By fulfilling all expectations from customers, the company will get satisfied consumers.
From several previous studies, store atmosphere has various impacts on various variables studied. Heung and Gu (2012) stated that one of the most important contributions of their research is its demonstration of a direct link between restaurant atmospherics and customers’
dining satisfaction, thus suggesting that these atmospherics, which comprises the restaurant’s spatial layout and employee factors, ambience, facility aesthetics, and the view from the restaurant window, have a significant and direct influence on dining satisfaction. According to Morrison et al (2010), part of store atmosphere (music and aroma or scent) positively influenced shopper behavior, including time and money spend, approach behavior, and satisfaction with shopping experience.
The modern market, especially the form of hypermarkets, which have the form of retail stores with physical form (brick and mortar), has experienced slowdown in growth in recent years. Declining company income and high operating costs make the company the company suffered losses. Some of them even closed their own outlets to cover existing losses and increase the efficiency of their business (Tamara, 2019). One of the big players or hypermarket brands in Indonesia is Giant Supermarket. Giant is a member of the Hero Supermarket Group and has many branches in Indonesia. Giant carries two brands under its name, namely Giant Ekspres and Giant Ekstra. Giant is one of the largest hypermarket brands in Indonesia. like the others, Giant also experienced difficulties, thus closing some of their outlets for efficiency in the past few years.
Based on the phenomenon shown by the data, researcher saw the importance of researching the phenomenon of consumer satisfaction. The researcher wanted to know whether the store atmosphere can influence consumer satisfaction in the retail business.
The researcher determined the store atmosphere as an Independent variable in this research and consumer satisfaction as the dependent variable.
LITERATURE REVIEW Store Atmosphere
Store atmosphere or atmospheric or atmospheric environment stores are the entire physical environment of a store, especially the physical environment of a store that has direct contact with shop visitors, through which store managers can manipulate it to create certain desired effects on store visitors and try to mobilize shop visitors. There are various store atmosphere definitions put forward by experts namely, as follows:
1) Berman and Evans (2010:508) stated that
“Atmosphere refers to the store’s physical characteristic that projects an image and draws customer.”
2) Gilbert in Foster (2010: 61) defined that store atmosphere is a combination of physical messages that have been planned, store atmosphere can be described as a change in the purchasing environment, planning that produces special emotional effects that can cause consumers to take action to buy.
3) Levy and Weitz (2007: p.510) defined store atmosphere as the design of environment through visual communications, lighting, color, music, and scent to stimulate customer’s perceptual and emotional responses and
ultimately to affect their purchase behavior.
4) Store Atmosphere is one of the stimuluses of the consumer shopping experience (Kaltcheva and Weitz, 2006).
In addition, store atmosphere can also cause emotional reactions from shop visitors.
Berman and Evans (2010) divided store atmosphere to be 4 elements as follow:
1. Exterior
Is the front of the store that has a strong influence on the image of a company. Serves as an identification or identification, so it often states the symbol. Parts included in the exterior are the construction of the building, shop sign, entrance, display window, height and size of the building, interior, surroundings and parking lot.
2. Interior
The impression created, when consumers enter a shop, includes flooring, color, room lighting, music, aroma, equipment placement, wall texture, room temperature, alley width, personnel or waiters, price enhancements, cashier laying, technology used and cleanliness.
3. Store Layout
The part that is included in the store layout is the allocation of space for sales transactions, the allocation of space for
employees, the allocation of space for consumers, traffic flow, the distance between dining table settings and product groupings.
4. Interior (point-of-purchase) Displays The part that include in displays in sales positions, which can provide additional information for consumers who can provide additional store atmosphere and provide an important promotional role in the store.
From many elements that make up the store atmosphere, the researchers choose elements of ambient music, ambient scent, cleanliness, lighting, air temperature, and store layout and product display. The selection was carried out with the consideration that the elements of the store atmosphere that are selected are the ambient elements related to the shopping environment and influence the consumer's perception of the products sold.
Consumer Satisfaction
According to Kotler (2009:177), consumer satisfaction is a feeling of happiness or disappointment that comes up to customer after they compare performance of their perceptions or their expectations with the real performance itself.
Sangadji and Sopiah (2013: 181) defined consumer satisfaction as a situation where consumer expectations of a product are in
accordance with the reality that consumers receive.
According to Fandy Tjiptono (2014:
353), satisfaction comes from the Latin
"Satis" which means good enough, adequate and "Facio" which means doing or making.
In simple terms, satisfaction can be interpreted as "an effort to fulfill something"
or "make something adequate".
From the above definitions from Kotler in Sunyoto (2013), Sangadji and Sopiah (2013), and Fandy Tjiptono (2014), the researcher concluded that consumer satisfaction is a feeling of pleasure or disappointment from consumers after comparing expectations of a product with the performance of the product itself.
Hypothesis
H0: Store Atmosphere has no direct and significant influence on Consumer Satisfaction.
H1: Store Atmosphere has a direct and significant influence on Consumer Satisfaction.
Figure 2 Hypothesis Model
Source: processed research data (2019) Independent
Variable Store Atmosphere
Dependent Variable Consumer Satisfaction
RESEARCH METHOD
The type of research in this minor thesis is explanatory research. It is because this research highlights the relationship between variables and testing hypotheses that have been formulated previously (Singarimbun, 2006: 5). The research subject of this study is students of Universitas Brawijaya, thus they are more likely to shop near the campus. This research was carried out in Giant Ekspres Dinoyo, Jalan MT Haryono, Malang and around Universitas Brawijaya. Data collection techniques used in this research is a questionnaire. The total samples are 100 respondents that represent the population by purposive sampling.
RESEARCH RESULT Result of Validity Test
Table 1
Variable Validity Test
Item r Count Sig. r Table Information X1 0.407 0.000 0.196 Valid X2 0.423 0.000 0.196 Valid X3 0.588 0.000 0.196 Valid X4 0.401 0.000 0.196 Valid X5 0.483 0.000 0.196 Valid X6 0.559 0.000 0.196 Valid X7 0.526 0.000 0.196 Valid X8 0.447 0.000 0.196 Valid X9 0.304 0.002 0.196 Valid X10 0.387 0.000 0.196 Valid X11 0.361 0.000 0.196 Valid X12 0.430 0.000 0.196 Valid
X13 0.403 0.000 0.196 Valid X14 0.374 0.000 0.196 Valid X15 0.809 0.000 0.196 Valid X16 0.922 0.000 0.196 Valid X17 0.937 0.000 0.196 Valid X18 0.885 0.000 0.196 Valid Y1 0.453 0.000 0.196 Valid Y2 0.568 0.000 0.196 Valid Y3 0.658 0.000 0.196 Valid Y4 0.655 0.000 0.196 Valid Y5 0.608 0.000 0.196 Valid Y6 0.729 0.000 0.196 Valid Y7 0.817 0.000 0.196 Valid Y8 0.725 0.000 0.196 Valid Y9 0.719 0.000 0.196 Valid Y10 0.808 0.000 0.196 Valid Y11 0.784 0.000 0.196 Valid Y12 0.829 0.000 0.196 Valid
Source: Processed Primer Data
From Table 4.7 above, it can be seen that the value of sig. Indicator questions r are smaller than 0.05 (α = 0.05) which means that each indicator variable is valid, so it can be concluded that these indicators can be used to measure the research variables.
Result of Reliability Test
From Table below, it is known that the value of Cronbach alpha for all variables is greater than 0.6. From the provisions mentioned earlier, all variables used for research are reliable.
Table 2
Reliability Variable Test
No. Variable Coefficient
Reliabilities Information
1 Store
Atmosphere (X) 0.951 Reliable
2 Customer
Satisfaction (Y) 0.904 Reliable
Source: Processed Primer Data
Classic Regression Assumption Normality Test
Table 3
Normality Test Result
One-Sample Kolmogorov-Smirnov Test
a Test Distribution is Normal b Calculated from Data Source: Processed Primer Data
From the calculation results obtained sig.
value is 0.356, which can be seen in Table above, or greater than 0.05; then the H0: Residuals are spread normally provision is accepted, which is the assumption of normality is fulfilled.
Heteroscedasticity Test Figure 3
Heteroskedasticities Test
Source: Processed Primer Data
From the results of the test, it was found that the scatterplot display diagram spreads and does not form a specific pattern, so there is no heteroscedasticity. It can be concluded that the residual has a homogeneous range (constant) or in other words, there are no symptoms of heteroscedasticity.
Simple Linear Regression Analysis Regression Equation
Table 4: Regression Equation
Independent Variable
Unstandardized Coefficients
Standardize d
Coefficients t Sig.
B Std.
Error Beta
(Constant) 19.621 3.269 6.001 0.000
X 1.601 0.202 0.625 7.933 0.000
Source: Processed Primer Data
Regression equation is as follow: Y = 19.621 + 1.601 X
The above equation can be interpreted as follows:
Unstandardized Residual N
Normal Parametersa,b
Most Extreme Differences
Kolmogorov-Smirnov Z Asymp. Sig. (2-Tailed)
Mean Std. Deviation Absolute Positive Negative
100 .0000000 5.23950592 .093 .052 -.093 .928 .356
The constant of 19.621 indicates that the average Customer Satisfaction if there is no Store Atmosphere is 19.621
Regression coefficient of 1.601 means that Customer Satisfaction will increase by 1.601 units for each additional one- unit X1 (Store Atmosphere). Thus, if the Store Atmosphere has increased by 1 unit, then Customer Satisfaction will increase by 1.601 units assuming the other variables are considered constant.
Based on the above interpretation, it can be seen that Store Atmosphere has a positive effect on Customer Satisfaction. In other words, if the Store Atmosphere increases, it will be followed by an increase in Customer Satisfaction.
Coefficient of Determination (R2) Table 5
Correlation and Determination Coefficient
R R Square Adjusted R Square
0.625 0.391 0.385
Source: Processed Primer Data
From the analysis in Table 4.13, the results of R (coefficient of determination) are 0.391.
It means that 39.1% of Customer Satisfaction variables will be influenced by the independent variable, namely Store Atmosphere (X). While the remaining 60.9%
of Customer Satisfaction variables will be
influenced by other variables not discussed in this research. The low point of R Square (correlation of determination) is because there are many factors that influenced customer satisfaction. Because in the practice, there are factors such as product quality, price, service quality, emotional factor, and easiness to get products that also influenced customer satisfaction (Irawan, 2004).
Hypothesis Testing (t-Test)
Based on Table 4 above, the value of t
count is 7.933. While t table (α = 0.05; db residual = 98) is equal to 1.984. Because tcount
> ttableis 7.933 > 1.984 or sig value t (0.000)
<α = 0.05 then the regression analysis model is significant. It means H0 is rejected and H1
is accepted; it can be concluded that the dependent variable (Customer Satisfaction) can be significantly influenced by the Store Atmosphere variable.
Discussion
In this research, as many as 100 people who were chosen as respondents. Test instruments from the study consist of validity and reliability tests. The next test is the classic assumption test, the classification assumption test consists of normality test and heteroscedasticity test. After classic assumption test carried out, it is followed by simple classic regression analysis which aim
to determine the effect of independent variable on dependent variable and proceed by testing the hypothesis of this research by conducting the t-test.
Effect of Store Atmosphere on Customer Satisfaction
There is a significant influence between the Store Atmosphere variable on Customer Satisfaction simultaneously. This condition also supported by previous research, Heung
& Gu (2012) find that one of the most important contributions of this research is its demonstration of a direct link between restaurant atmospherics and customers’
dining satisfaction, thus suggesting that these atmospherics, which comprises the restaurant’s spatial layout and employee factors, ambience, facility aesthetics, and the view from the restaurant window, have a significant and direct influence on dining satisfaction.
According to Morrison et al. (2011), music and aroma positively influenced shopper behavior including time and money spend, approach behavior, and satisfaction with shopping experience.
Also, Ali et al. (2016) found that physical environment in airport positively and significantly affected passenger delight and passenger satisfaction. Besides, passenger
delight also positively and significantly affected passenger satisfaction.
Implications
This research was conducted to test and analyse the effect of store atmosphere on consumer satisfaction. This implication can be used as consideration for Giant Supermarket in setting strategies to stimulate consumer satisfaction amongst Giant consumers.
In this research, the findings shown that lifestyle, reference group, and brand image as independent variable do positively and significantly influence the brand loyalty. The result also obtained that reference group is the most dominant on giving significant impact on brand loyalty in this case.
It is expected that the company can maintain and improve service to the Store Atmosphere because the Store Atmosphere variable has a dominant influence in influencing Customer Satisfaction. Despite this there are also other factors that play role in forming consumer satisfaction that this research has not explored yet. Therefore, considering that the independent variables in this research are very important in influencing Customer Satisfaction, it is expected that the results of this research can be used as a reference for future researchers to develop this research by considering other
variables which are other variables beyond the variables included in this research.
CONCLUSION AND SUGGESTION Conclusion
Based on the calculation of simple linear regression analysis, it can be seen that the effect of the independent variables on Customer Satisfaction is done by t-test testing. From the simple linear regression analysis results obtained, Store Atmosphere has a significant effect on Customer Satisfaction. So, it can be concluded that testing of the hypothesis which states that the influence of Store Atmosphere on the Customer Satisfaction variable is acceptable.
Suggestion
Based on the conclusions above, several suggestions are proposed for the company and other parties. It is expected that the company can maintain and improve service to the Store Atmosphere because the Store Atmosphere variable has a dominant influence in influencing Customer Satisfaction, especially all the aspect that mentioned in the earlier chapter. To be more specific as follow:
a. Music: Background music can affect the mood of the consumer. The company is expected to play the music that popular and can boost the consumer mood, so
they will enjoy and have a great experience while they go shopping.
b. Scent: Adjust the scent of the store so it will not get stinky nor will not smell too strong.
c. Cleanliness: Cleanliness will please the customer. Clean floor and shelves will make the customer comfortable, and clean goods make the products itself look better so the customer will be attracted to it.
d. Lighting: Good lighting will make the store look more attractive. The company should adjust the light so it will brighten the products they sell and the overall store, so it will make the customer easier to look for what they want to shop.
e. Temperature: Adjust the store temperature not too cold nor hot that will make the customer comfortable while they are shopping.
f. Store Layout and Product Display: the store layout and product display are very important to consider. Good store layout will make the products that the company sell more visible. Sufficient corridor width makes the customer easier to move from one corridor to another, especially when they are shopping a lot of goods.
Neat display product also will make the
customer easier to find the products they want.
Bibliography
Ali, F., Kim, W. G., & Ryu, K. (2016). The Effect of Physical Environment on Passenger Delight and Satisfaction:
Moderating Effect of National Identity. Tourism Management, 213- 224.
Berman, B. R., & Evans, J. R. (2010). Retail Management: A Strategic Approach (11th ed.). New Jersey: Pearson Pretice Hall, Inc.
Foster, B. (2008). Manajemen Ritel.
Bandung: Alfabeta.
Heung, V. C., & Gu, T. (2012, December).
Influence of Restaurant
Atmospherics on Patron Satisfaction and Behavioral Intentions.
International Journal of Hospitality Management, 31(4), 1167-1177.
Irawan, H. (2002). 10 Prinsip Kepuasan Pelanggan. Jakarta: Elex Media Komputindo.
Kaltcheva, V. D., & Weitz, B. A. (2006).
When Should a Retailer Create an Exciting Store Environment. Journal of Marketing, 107-118.
Kata Data. (2019, June 25).
databoks.katadata.co.id. Retrieved August 20, 2019, from
katadata.co.id:
https://databoks.katadata.co.id/datap ublish/2019/06/25/berapa-jumlah- gerai-giant
Kotler, P. T., Bowen, J. R., & Makens, J.
(2013). Marketing for Hospitality
and Tourism. Upper Saddle River:
Pearson Education, Inc.
Kotler, P., & Keller, K. L. (2008).
Manajemen Pemasaran (12 ed., Vol.
2). Jakarta: PT Macanan Jaya Cemerlang.
Kotler, P., & Keller, K. L. (2009).
Manajemen Pemasaran (12th ed.).
Jakarta: PT Indeks.
Kotler, P., & Keller, K. L. (2016).
Marketing Management (15th ed.).
New Jersey: Pearson Pretice Hall, Inc.
Levy, M., & Weitz, B. A. (2007). Retailing Management. Irwin: McGraw-Hill.
Morrison, M., Gan, S., Dubelaar, C., &
Oppewal, H. (2010, June 1). In-store music and aroma influences on shopper behavior and satisfaction.
Journcal of Business Research, 64(6), 558-564.
Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen: Pendekatan Praktis.
Yogyakarta: CV. Andi Offset.
Tamara, N. H. (2019, 07 04).
katadata.co.id/analisisdata.
Retrieved 11 12, 2019, from katadata.co.id:
https://katadata.co.id/analisisdata/20 19/07/03/perubahan-peta-persaingan- bisnis-retail-di-indonesia
Tjiptono, F. (2014). Pemasaran Jasa:
Prinsip, Penerapan, Penelitian.
Yogyakarta: CV. Andi Offset.
