PENGARUH ISLAMIC STORE ATTRIBUTES TERHADAP PATRONAGE BEHAVIOR MELALUI COSTUMER SATISFACTION PADA ISLAMIC BASED STORE

Muhammad Fariz

Abstract


Abstract

This research aims to determine the effect of islamic store attributes (muslim products, islamic store atmosphere, humanistic, halal product sertification, and islamic values) to patronage behavior with customer satisfaction as intervening. The object is Tip Top Supermarket in Rawamangun, East Jakarta, with 100 respondents as sample, using validity test, reliability test, t test, coefficient of determination, and path analysis as research method. The result shows that only islamic values effects directly or indirectly (via customer satisfaction) to patronage behavior, while humanistic and halal product sertification effect only indirectly to patronage behavior via customer satisfaction.

 

Keywords: islamic store attributes, patronage behavior, customer satisfaction

 

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh atribut toko Islam (produk muslim, suasana toko islami, humanistik, sertifikasi produk halal, dan nilai-nilai islam) untuk perilaku patronase dengan kepuasan pelanggan sebagai intervensi. Objek penelitian adalah Tip Top Supermarket di Rawamangun, Jakarta Timur, dengan 100 responden sebagai sampel, menggunakan uji validitas, uji reliabilitas, uji t, koefisien determinasi, dan analisis jalur sebagai metode penelitian. Hasil penelitian menunjukkan bahwa hanya nilai-nilai islam yang berpengaruh langsung atau tidak langsung (melalui kepuasan pelanggan) terhadap perilaku patronase, sementara sertifikasi produk humanistik dan halal hanya berpengaruh secara tidak langsung terhadap perilaku patronase melalui kepuasan pelanggan.

 

Kata kunci: atribut toko islami, perilaku patronase, kepuasan pelanggan


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