UNDERGRADUATE THESIS
COMPARATIVE STUDY ON CONSUMER SATISFACTION IN CHOOSING SHOPPING PLACES BETWEEN MODERN
AND TRADITIONAL MARKET (Case Study: Bengkalis Island)
As one of the Fulfillment of the Requirements to Obtain an Applied Bachelor’s Degree in the International Business Administration Study program Department
of Business Administration State Polytechnic of Bengkalis
By:
NURAFNI SANOVA 5404171097
APPLIED BACHELOR DEGREE IN
INTERNATIONAL BUSINESS ADMINISTRATION STUDY PROGRAM BUSINESS ADMINISTRATION DEPARTMENT
STATE POLYTECHNIC OF BENGKALIS
2021
vii
COMPARATIVE STUDY ON CONSUMER SATISFACTION IN CHOOSING SHOPPING PLACES BETWEEN MODERN
AND TRADITIONAL MARKET (Case Study: Bengkalis Island)
Nama Mahsiswa : Nurafni Sanova
NIM : 5404171097
Dosen Pembimbing : Teguh Widodo, S.Sos., M.SM., M.Rech Institusi Mahasiswa : Politeknik Negeri Bengkalis
ABSTRAK
Skripsi ini berjudul “Studi Banding Kepuasan Konsumen Dalam Memilih Tempat Berbelanja Antara Pasar Modern dan Traditional (Studi Kasus: Pulau Bengkalis)”. Penelitian ini bertujuan untuk mengetahui perbandingan kepuasan konsumen dalam memilih tempat belanja antara pasar modern dan tradisional, dengan studi kasus di pulau Bengkalis. Penelitian ini menggunakan metode komparatif kuantitatif. Teknik pengumpulan data dilakukan dengan wawancara, kuisioner, dan studi pustaka dengan sample sebanyak 100 orang. Hasil penelitian menunjukkan bahwa ada perbandingan kepuasan konsumen dalam memilih tempat berbelanja antara pasar modern dan traditional. Responden lebih puas dan memilih berbelanja di pasar tradisional dibandingkan di pasar modern adalah dari aspek harga, hal ini dikarenakan harga barang di pasar modern tidak terjangkau oleh sebagian masyarakat. Sedangkan alasan responden lebih puas dan lebih memilih berbelanja di pasar modern daripada di pasar tradisional adalah karena faktor emosional. Bagi sebagian orang, berbelanja di pasar modern mungkin terasa lebih bergengsi. Tidak hanya itu, responden juga memilih pasar modern karena pasar modern lebih nyaman, bersih, dan memiliki jaminan kualitas barang yang lebih baik serta kualitas pelayanan yang lebih baik.
Kata Kunci: Kepuasan Konsumen, Pasar Modern, Pasar Tradisional
viii
COMPARATIVE STUDY ON CONSUMER SATISFACTION IN CHOOSING SHOPPING PLACES BETWEEN MODERN
AND TRADITIONAL MARKET (Case Study: Bengkalis Island)
Name of Student : Nurafni Sanova
Registration Number : 5404171097
Lectures : Teguh Widodo, S.Sos., M.SM., M.Rech Student Institute : State Polytechnic of Bengkalis
ABSTRACT
This Study aims to determine "Comparative Study on Consumer Satisfaction in Choosing Shopping Places Between Modern and Traditional Markets (Case Study: Bengkalis Island)". This study aims to compare consumer satisfaction in choosing shopping places between modern and traditional markets, with a case study on the island of Bengkalis. This research uses quantitative comparative method. Data collection techniques were carried out by interviewing, questionnaire, and literature study with a sample of 100 people. respondents are more satisfied and choosing shopping in traditional markets than in modern markets is the price aspect, this is because the prices of goods in the modern market are not affordable for some people. Meanwhile, the reason why respondents are more satisfied and choosing shopping in modern markets rather than traditional markets is the emotional aspect. for some people, shopping at modern markets may feel more prestigious. Not only that, respondents also choosing the modern market because modern markets are comfortable, clean, and have better quality assurance of goods and better service quality.
Keyword: Consumer Satisfaction, Modern Market, Traditional Market
ix
DEDICATION SHEET
Heal Prostrations and thanks to Allah SWT. Because Your love and affection have given me strength, supplied me with knowledge and introduced me to love. For the gift and convenience that you have given, this simple thesis can be completed in a timely manner.
Shalawat and Greeting are always bestowed on Rasulullah Muhammad SAW.
I Give this simple work to someone I really love and love.
Dear Mother and Father
As a token of endless gratitude I dedicate this small work to Mother (Zuli Bartini) and Father (Dedi Asiadi) who have given me infinite love, support, and infinite love that I cannot possibly repay. Only with a piece of paper that says the word offerings. Hopefully this will be the first step to make Mother and Father happy, because I realize that so far I haven’t been able to do more. For mother and Father who always makes me motivated and always watered
love, always pray for me, always advise me and always pray for me to do better.
Thank you Mother and Father My closest Sister and person.
As a sign of gratitude, I present this small work to my sister (Ira Saputri, Siti Fatimah, and Siti Zuliyana) and M Khairul Amri (My Partner) Thank you for giving encouragement and inspiration in completing this Final Project. May your prayers and all the best things you give
make me a good person too. Thanks.
Friends:
For my friends who always provide motivation, advice, moral support and material that always encourages me to complete this thesis, you have given me many unforgettable things.
Thesis Supervisor:
Mr. Teguh Widodo,S.Sos.,M.SM., M.Rech as my thesis supervisor, thank you very much for helping me, giving input or suggestions for my thesis, teaching me from not knowing to
knowing, and directing me until this thesis is finished.
x
PREFACE
Praise the presence of Allah SWT for His grace and gift so that the author can complete the thesis as one of the requirement to get on applied bachelor degree in International Business Administration Study Program at Department of Business Administration State Polytechnic of Bengkalis.
On this occasion the author would like to thank those who have participated in the completion of writing this report include:
1. Mr. Jhony Custer ST., MT as the Director of State Polytechnic of Bengkalis.
2. Mr. Armada ST., MT as Deputy Director I of State Polytechnic of Bengkalis
3. Mrs. Yunelly Asra, SE., MM as Chairman of the Department of Business Administration.
4. Mr. Hutomo Atman Maulana, S.Pd., M.Si as Chairman of the International Business Administration Study Program.
5. Mr. Teguh Widodo, S.Sos., M.SM., M.Rech as a thesis advisor in the International Business Administration Study Program.
6. Mrs. Wan Junita Raflah., B.Sc., M.Ec, Dev as the Undergraduate Thesis Coordinator and Lecturer of International Business Adminsitration VII B 7. All Lecturers, especially the Bachelor Degree of Applied International
Business Administration Study Program who have taught during the lecture.
8. All Lecturers and employees of State Polytechnic of Bengkalis who have collaborated in the lecture process to the preparation of this thesis task.
9. Especially for both parents who have given a lot of sacrifice, support, prayers, time, energy and materials to help and provide convenience during lectures to realize the ideals for them.
10. Dear brother and sister who always give encouragement and advice in completing the thesis on time.
11. To all my friends Especially for Elli Safika and Cut Mu’azinah, Risa Suryani always give encouragement in completing this thesis.
xi
12. Friends in State Polytechnic of Bengkalis, especially the International Business Administration Study Program, thank you for your support and cooperation when completing this thesis.
The author realizes that in the preparation of this thesis report is still far from perfect, both in terms of preparation, language, and writing. Therefore, the authors highly expect criticism and constructive suggestions to become a reference for writers in the future. Hopefully this thesis report is useful for both writers and readers.
Bengkalis, 2021
NURAFNI SANOVA 5404171097
xii
TABLE OF CONTENT
UNDERGRADUATE THESIS ... ii
APPROVAL SHEET ... iii
VALIDITY SHEET ... iv
ACCEPTANCE SHEET ... v
DECLARATION SHEET ... vi
ABSTRACT ... vii
DEDICATION SHEET ... ix
PREFACE ... x
TABLE OF CONTENTS ... xii
LIST OF TABLES ... xv
LIST OF FIGURE ... xvii
LIST OF APPENDIX ... xviii
CHAPTER I INTRODUCTION 1.1 Background ... 1
1.2 Formulation of the Problem ... 2
1.3 Purpose of the Study ... 3
1.4 Significance of the Study ... 3
1.5 Scope and Limitation of the Problem ... 3
1.6 Writing System ... 3
CHAPTER II LIRATURE REVIEW 2.1 Related Study ... 5
2.2 Literature Review ... 6
2.2.1 Understanding of the Market ... 6
2.2.2 Modern Market ... 7
2.2.2.1 Modern Market Characteristic ... 7
2.2.2.2 Advantages of Modern Market... 8
xiii
2.2.3 Traditional Market ... 8
2.2.3.1 Characteristics of Traditional Markets ... 9
2.2.3.2 Advantage of Traditional Market ... 9
2.2.3.3 Lack of Traditional Market ... 10
2.2.4 Definition of Customer Satisfaction ... 10
2.2.5 Factor that Affect Customer Satisfaction ... 12
CHAPTER III METHOD AN ACCOMPLISMENT PROCESS 3.1 Location and Object of the Study ... 13
3.1.1 Location of the Study ... 13
3.1.2 Object of Study ... 13
3.2 Types and Sources of Data ... 13
3.2.1 Type of the Data ... 13
3.2.2 Sources of the Data ... 14
3.3. Population and Sample ... 14
3.3.1 Population ... 14
3.3.2 Sample ... 15
3.4 Sampling Technique ... 16
3.5 Data Collection Technique ... 16
3.6 Data Processing Technique ... 17
3.7 Measurement Scale ... 18
3.8 Data Analysis Method ... 19
3.9 Type of Research ... 20
3.10 Concept Definition and Operational variable ... 20
3.10.1 Concept Definition ... 20
3.10.2 Operational Variable ... 21
CHAPTER IV RESULT AND DISCUSSION 4.1 Result ... 23
4.1.1 Research Object Overview ... 23
4.1.1.1 Overview of Bengkalis Island ... 23
xiv
4.1.1.2 Overview of Modern Market ... 25
4.1.1.3 Overview of Traditional Market... 25
4.1.2 Characteristic of Respondent ... 26
4.1.2.1 Based on the Gender ... 27
4.1.2.2 Based on the Age ... 27
4.1.2.3 Based on Occupation ... 28
4.1.2.4 Based on Income ... 28
4.1.3 Result of Descriptive Statistics ... 28
4.1.3.1 Results Respondents Responses Regarding Product Quality Factors ... 30
4.1.3.2 Results Respondents Responses Regarding Service Quality Factors ... 32
4.1.3.3Results Respondents Responses Regarding Emotional Aspect ... 34
4.1.3.4 Results Respondents Responses Regarding Price Aspect ... 36
4.1.4 Result of Comparative ... 39
4.1.5The Most Dominant and Less Dominant Factor in Determining Consumer Satisfaction When Choosing Shopping Places Between ... 41
4.2 Limitation of the Study ... 42
CHAPTER V CONCLUSION AND SUGGESTION 5.1 Conclusion ... 44
5.2 Suggestion ... 44
REFERENCES ... 46
APEENDIX ... 48
WRITER BIOGRAPHY ... 66
xv
LIST OF TABLES
Table 3.1 Identification of Scores………..19
Table 3.2 Variable Question, Definition, Indicator, Indicator Statement, and Type of Measurement ……….21
Table 4.1 Characteristics of Respondents by Gender……….27
Table 4.2 Characteristics of Respondents by Age………..28
Table 4.3 Characteristics of Respondents by Occupation………..28
Table 4.4 Characteristics of Respondents by Income……….29
Table 4.5 Results of Respondents Responses to Offers a Quality Product in Modern Markets……….30
Table 4.6 Results of Respondents Responses to Offers a Quality Product In Traditional Markets ………...30
Table 4.7 Results of Respondents Responses to The Product Has a Brand Image in Modern Markets ……….…31
Table 4.8 Results of Respondents Responses to The Product Has a Brand Image in Traditional markets ……...……….….31
Table 4.9 Results of Respondents Responses to Service Provided are Fast in Modern Market………...32
Table 4.10 Results of Respondents Responses to Service Provided are Fast in Traditional Market………...33
Table 4.11 Results of Respondents Responses Services Provided in Modern Market ……….….33
Table 4.12 Results of Respondents Responses Services Provided in Traditional Markets……….……..….34
Table 4.13 Results of Respondents Responses the Goods Offered are Branded So I Feel Confident in Modern Markets………..34
Table 4.14 Results of Respondents Responses the Goods Offered are Branded So I Feel Confident in Traditional Markets……….35
xvi
Table 4.15 Results of Respondents Responses Feel Comfortable with its Place Condition in Modern Markets………...35 Table 4.16 Results of Respondents Responses Feel Comfortable with its
Place Condition in Traditional Markets………...……...36 Table 4.17 Results of Respondents Responses Easy to Negotiate the Price
of the Good Being Sold in Modern Markets………..37 Table 4.18 Results of Respondents Responses Easy to Negotiate the Price
of the Good Being Sold in Traditional Markets…...………..37 Table 4.19 Results of Respondents Responses Price are Given in
Accordance With Quality of The Goods Being Sold in
Modern Markets……….38 Table 4.20 Results of Respondents Responses Price are Given in
Accordance With Quality of The Goods Being Sold in
Modern Markets……….38 Table 4.21 Comparative of Consumer Satisfaction in Choosing Shopping
Places Between Modern and Traditional Market………...39 Table 4.22 Recapitulation of Respondents Responses Regarding
the Determining Consumer Satisfaction When Choosing
Places between Modern and Traditional Markets………..41
xvii
LIST OF FIGURES
Figure 4.1 Map of Bengkalis Regency………..…..23 Figure 4.2 Modern Market Atmosphere………..25 Figure 4.3 Traditional Market Atmosphere……….26
xviii
LIST OF APPENDICES
Appendix 1 Research Questionnaire………..48
Appendix 2 Respondents Identity………..53
Appendix 3 Respondents Answer to Each Question Item…….……....60
