STUDI TENTANG WORDS OF MOUTH (WOM) POSITIF
PADA BISNIS RITEL PASAR MODERN
(Kasus Empiris Pada Minimarket Alfamart dan Indomaret
di Kota Semarang)
ABSTRACT
This research problem originated from
the differences in the results of research (research gaps) which states that
service quality significantly influences the communication Words of Mouth
(WOM), while other studies claim is not significant. This problem is combined
with the problem of the phenomenon of modern markets, particularly retailing
minimarket in which in the future will face major challenges in the form of
negative issues in the community about the development and the work system of
modern minimarket, therefore the formulated problem will be solved through this
research is “how to manage the service quality in a modern market retail
business minimarket so as to encourage the creation of positive WOM in customers
and society at large. “
The problem Solving begins by
formulating and developing a research model based on theoretical studies of the
previous research results. This model has six variables (Relationship Effort,
Quality of Service Attributes Core, Retail Reputation, Customer Delight,
Customer Confidence and Positive Words of Mouth) and six hypotheses that will
be estimated to solve the problem of the research. The respondents of this
study are 120 people who had ever shopped at least three times in Alfamart or
Indomaret minimarket in Semarang. Based on the experiments with the technique
of Structural Equation Model (SEM) using AMOS software 16, it gained modificated
full model in accordance with the empirical data that can be used as a basis
for problem solving research, became it fulfill most of the criteria for
goodness of fit such as follows Chi-square 173.895 on 148 df; probabiIity =
0.072; RMSEA = 0.038; GFI = 0.876; AGFI = 0.824; Cmin / DF = 1.175, TLI = .971
and CFI = .977. Thus it can be said that the model is fit for use.
The conclusion of this study indicates
that the process to bring forth the positive words of mouth in a mini retail
business in the modern market is by improving service quality of the core
attributes that can lead to happy / excited feeling to customers (increasing
Customer Delight). Quality of additional services in this study is limited on
Relationship Effort which has positive effect on Customer Delight but not
enough to encourage to create Customer Delight, so that otherwise is not significant
to the creation of positive words of mouth.
ABSTRAKSI
Masalah
penelitian ini berawal dari adanya perbedaan hasil penelitian (research
gap) yang menyatakan kualitas layanan
berpengaruh secara signifikan terhadap komunikasi Words
of Mouth (WOM),
sementara penelitian lain menyatakan tidak signifikan. Permasalahan ini setelah
dipadukan dengan masalah dalam fenomena bisnis ritel pasar modern khususnya
minimarket yang dimasa datang akan menghadapi tantangan besar berupa isu-isu
negatif di masyarakat tentang perkembangan dan sistem kerja minimarket modern
tersebut maka dirumuskan permasalahan yang akan dipecahkan melalui penelitian
ini yaitu “bagaimana mengelola kualitas layanan pada minimarket bisnis ritel
pasar modern sehingga mampu mendorong terciptanya WOM
positif di pelanggan dan masyarakat
secara luas”.
Pemecahan
masalah diawali dengan perumusan dan pengembangan model penelitian yang
didasarkan pada kajian-kajian teoritis hasil penelitian terdahulu. Dari model
tersebut diketahui terdapat enam variabel (Relationship
Effort, Kualitas Layanan
Atribut Inti, Reputasi Ritel, Customer Delight,
Kepercayaan Pelanggan dan Words of Mouth Positif) dan enam hipotesis yang akan diestimasi
untuk menyelesaikan permasalahan penelitian. Responden penelitian ini sebanyak
120 orang yang pernah berbelanja minimal tiga kali pada minimarket Alfamart
atau Indomaret di kota Semarang. Berdasarkan pengujian dengan teknik Structural
Equation Model (SEM)
menggunakan software AMOS 16, maka
diperoleh Full model dengan modifikasi yang dinyatakan sesuai dengan data empiris
dan dapat digunakan sebagai pijakan penyelesaian masalah penelitian karena
telah memenuhi sebagian besar kriteria goodness of fit sebagai berikut Chi-square
173,895 pada df 148; probabiIity
= 0,072; RMSEA = 0,038; GFI = 0,876;
AGFI =0,824; CMIN/DF = 1,175; TLI = 0,971 dan CFI = 0,977. Dengan demikian
dapat dikatakan bahwa model tersebut layak digunakan.
Kesimpulan
dari penelitian ini menunjukkan bahwa proses untuk mendorong terciptanya words
of mouth positif dalam
minimarket bisnis ritel pasar modern adalah melalui peningkatan Kualitas
Layanan Atribut inti yang mampu menimbulkan rasa senang / gembira pada
pelanggan (meningkatkan Customer Delight). Kualitas layanan tambahan yang dalam
penelitian ini dibatasi pada Relationship Effort dinyatakan berpengaruh positif terhadap
Customer
Delight tetapi
tidaklah cukup untuk mendorong terciptanya Customer Delight
tersebut, sehingga dinyatakan tidak signifikan
terhadap penciptaan words of mouth positif.
