The Role Of Service, Price, Promotion,Place, And Comfort On Customer Satisfaction And Switching Intention In Minimarket At Jember Regency

Abstract

This research aims to analyze and examine the role of employee service, price, promotion, place, and comfort on customer satisfaction; it also examines the role of customer satisfaction on switching intention. The samples of this research are some of the costumers who had ever made shopping transaction on retail business at Indomaret and Alfamart in Jember Regency. The sampling technique utilizes non-probability sampling with purposive sampling technique. The sample are 200 customers of Indomaret and Alfamart. The analysis method employs Partial Least Square (PLS). The result demonstrates that employee service, price, promotion, and place influence customer satisfaction; except comfort, it has positive influence but not significant on satisfaction. It means that, no matter how the comfort is, it does not affect customer satisfaction. The finding says that comfort does not significantly influence customer satisfaction; furthermore, customer satisfaction does not have any significant effect on switching intention.