CUSTOMER SATISFACTION ANALYSIS OF REPURCHASING LEVEL USING THE CUSTOMER SATISFACTION INDEX IN RETAIL

Abstract

The purpose of this study was to determine and analyze the effect of customer satisfaction on the level of repurchase by using the customer satisfaction index at retail in the Jember district campus area. The minimarket type retail was chosen in the Jember district campus area because in the campus area there are many students and employees who come from outside Jember and their behavior tends to prefer shopping at minimarket retail types than other types of retail. The variables that became the object of observation in the study were Customer Satisfaction. The dimensions used to measure the quality of service itself include: Tangibles (Direct Evidence) with indicators: Employees are skilled in providing services and the comfort of the place to perform services, Reliability with indicators: Employees are careful when serving customers and employees quickly respond to customer needs, Responsiveness (Responsiveness) with indicators: Employees are fast in carrying out their duties and employees correctly carry out their duties, Assurance with indicators: Employees provide guarantees on time in service and products that are not good can be returned, Empathy (Empathy) with Indicators: Employees are polite in serving and employees do not discriminate against consumers in providing services. Sample of 100 respondents. The sample criteria were that they had bought at retail minimarkets around the Jember district campus and were more than 17 years old. In this study using SPSS version 23.00 software. The results of the CSI (Customer Satisfaction Index) calculation above obtained a figure of 80.8% which means that customer satisfaction which consists of Tangible (tangible), Reliability (reliability), Responsiveness (responsiveness), Assurance (guarantee), Empaty (empathy) has satisfied category. The satisfied category still has to be maintained and improved, because all parties are competing to attract consumers' attention and fulfill customer satisfaction by always innovating and adapting to environmental changes.

Keywords: Customers, Retail, Satisfied, Repeat Purchase