PENGARUH SERVICESCAPE TERHADAP PERCEIVED QUALITY PADA SWALAYAN DI KOTA PADANG
Universitas Negeri Padang
DOI:
https://doi.org/10.70197/jebisma.v2i3.103Keywords:
Perceived Quality, ServicescapeAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh dimensi-dimensi servicescape yang terdiri dari ambient conditions, spatial layout and functionality, signs, symbols and artifacts, serta social factors terhadap perceived quality pada swalayan di Kota Padang. Penelitian ini menerapkan pendekatan kuantitatif dengan populasi meliputi semua konsumen yang pernah berbelanja pada swalayan di Kota Padang. Sampel sebanyak 210 responden diperoleh melalui teknik purposive sampling, dengan penyebaran kuesioner melalui GForm. Teknik analisis data dilakukan dengan pendekatan SEM melalui software Smart-PLS. Hasil penelitian menunjukkan, semua dimensi serviscape memiliki pengaruh signifikan terhadap perceived quality. Temuan ini mengindikasikan bahwa servicescape berperan strategis dalam meningkatkan perceived quality. Penelitian ini memberikan implikasi bahwa pelaku usaha swalayan perlu mengelola dimensi servicescape secara optimal guna meningkatkan perceived quality sebagai upaya memperkuat daya saing.
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