The Effect of Customer Perception towards Characteristics of Wet Market and Supermarket on Attitude and Purchase Intentions: Empirical Study on Broiler Carcass Retailing
| Main Authors: | Syahlani, Suci Paramitasari, Haryadi, F.Trisakti, Utami, S.S. |
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| Format: | Proceeding NonPeerReviewed application/pdf |
| Bahasa: | eng |
| Terbitan: |
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/136133/1/ilovepdf_merged-copy-1.pdf https://repository.ugm.ac.id/136133/ |
Daftar Isi:
- The objectives of this reseach were to analyze the differences of customer perception towards customer service, physical features, price-promotion between wet and supermarket, the effect of perception towards characteristics of wet and supermarket on attitude, and the effect of attitude on purchase intentions. Research design used was survey to seventy five housewives that involved as the respondent. The differences of customer perception were analysed by Manova test. The effect of customer perception on attitude and attitude on purchase intentions were analyzed by linear regression. The result indicated that there were differences of customer perception towards customer service, special physical features, as well as price and promotion between wet and supermarket. Customer perception towards customer service, physical features and price-promotion in modern market was better than in wet market. The average perception of customer service (p<0.05), physical features and price-promotion (p<0.01) in supermarket were significantly higher than those in wet market which were 3.57; 4.11 and 3.58 compare to 3.28; 2.80 and 3.11. The perception of those market characteristics had no effect on consumer attitude in wet market while in modern market perception of service consumer (p<0.01) and price-promotion (p<0.05) influenced attitude significantly. Customer attitude affected on purchase intentions significantly (p<0.01).