NURUL AZZAH
041324353026
Dosen Pembimbing
Dr.Dien Mardhiyah,S.E.M.Si.
ABSTRACT
Traditional market conditions often result in some of the visitors looking for alternatives to other shopping places, between diverting shopping places to street vendors or relatively young and affordable traveling traders. This condition causes traditional market traders to choose whether to stay within traditional markets with unchanged facilities or to keep up with the existing shopping model models. Based on data of APPSI (Association of Indonesian Whole Market Traders) in 2010 the number of traditional traders reached. While the number of traditional markets as many as 11,000 units. The number of traders and traditional markets has not increased since 2008 past 12.5 million (http://industri.bisnis.com/read/20140226/12/206343).
ABC market unit is business under the management of PD Pasar Surya. In the management of many facilities obtained facilities that are not maximal, among others, the arrangement of irregular stand building and lack of parking area, so many traders who sell outside the market. Amidst the tight competition of market units ABC must retain consumers or tenant in the market. Based on the results of several studies found, retaining customers will increase profits by 5 (five) times rather than attract new customers (Chiu et al., 2012; Kim and Gupta, 2009). Important concepts in predicting customer loyalty and retention are service
quality, customer satisfaction, and trust. Taking into consideration the rental value applied in the market unit ABC PD Pasar Surya, allegedly price reasonable also cause a conflict so it needs to be tested in relation to moderate the relationship between service quality and customer satisfaction. Related to this matter, then problem formulation in this research are: (1) Is sevice quality have positive effect to customer satisfaction ?; (2) Does customer satisfaction have a positive effect on trust (3) Does trust have a positive effect on loyalty? ; (4) Does customer satisfaction have a positive effect on loyalty ?; (5) Does the price reasonable have a moderating effect on the effect of the relationship between sevice quality and customer satisfaction?
The analysis technique used is Partial Least Squares Structural Equation Modeling (PLS-SEM). Sampling technique research by doing purposive sampling with criteria of respondents are customers who have rented booth in a period of at least 1 year.From the research results can be seen that two hypotheses that do not have a positive influence, namely Customer satisfaction has no effect on loyalty, and Price reasonanble has no effect as a moderating variable on the relationship Service quality and customer satisfaction. In the management should the company pay more attention to service quality in order to commensurate with the service quality given, because it is more needed by the tenant .
Keywords: Traditional Market, service quality, customer satisfaction, trust, loyalty, PLS-SEM.
