Preferensi Minat Beli Ulang Konsumen Berdasarkan Kualitas Layanan dan Kepuasan Pada Toko Ritel Lokal Jember

Abstract

The modern retail industry in Indonesia is an industrial sector that is able to contribute to the national economy. The retail industry sector is experiencing development in line with Indonesia's stable economic growth, large population, increasing per capita income and the development of modern retail infrastructure. Jember Regency is a region that has an area of 3,293.34 km2 with a population density of 2,536,729 people (Jember Central Statistics Agency, 2020). Population density is a factor in increasing demand, thus encouraging entrepreneurs to develop their businesses in the field of providing daily necessities. Modern retail in the Jember Regency area is starting to spread to every sub-district, sub-district and village. This research uses Service Quality Theory (SERQUAL) to measure service quality. Service Quality Indicators are Physical Aspects, Reliability, Personal Interaction, Problem Solving and Policies in local retail stores. This research aims to analyze and discuss the influence of consumer repurchase interest preferences based on service quality and satisfaction at local Jember retail stores. The object of this research was 120 consumers of Dira Kencong, CV Sumber Rejeki and Rindang using quota sampling techniques. The types of data in this research are primary and secondary data sources. Data collection uses an offline questionnaire. The analysis method in this research uses Path Analysis. The results of this research are that Service Quality has a positive and significant effect on Satisfaction, Satisfaction has a positive and significant effect on Repurchase Intention and Service Quality has a positive and significant effect on Repurchase Intention at local retail stores in Jember.