Analysis of Increasing Customer Value Through Quality of Service and Consumer Perception (study of Indomaret Tangerang customers)

Abstract

The development of modern retail has increasing rapidly. The increase in modern retail is influenced by the increasing number of consumers who want to shop easily and comfortably.The purpose of this study was to determine the effect of service quality and consumer perceptions of customer value on Indomaret consumers in Permata villa Tangerang. Data collection was obtained from distributing questionnaires and processed using SPSS software version 24. The sample of this study was 72 respondents of Indomaret villa Permata consumers, the method used was incidental sampling.The results of this study partially address the Service Quality Variable (X1) has a positive effect on Customer Value (Y) because the value of t is 9,656> from t table of 1.66691. Consumer Perception (X2) has a positive effect on Customer Value (Y) because the value of t arithmetic of 8.620> of t table of 1.66691. Simultaneously Service Quality Variable (X1) and Consumer Perception (X2) have a positive effect on Customer Value (Y) because the calculated F value of 62.670, with a coefficient of determination of 0.654, or 65.4% is the remainder influenced by factors not researched.

Keywords - Service Quality, Consumer Perception, Customer Value

DOI: 10.7176/JMCR/62-03

Publication date: November 30^th 2019