ANTECEDENTS OF CUSTOMER SATISFACTION AND PURCHASE INTENTION IN PAMELLA SUPERMARKET

Abstract

Retail industry consumers around the world are now undergoing a massive business transformation. In the rapid flow of change, retail stores must be able to adapt their business in the next few decades. The future of the retail industry will only be grasped by business actors who continue to update their business and refuse to surrender in the flow of competition. Therefore, managers should constantly align marketing stimuli in ways that help create, maintain and sustain competitive advantage. This study aims to provide a more complete view of the role of marketing stimuli such as advertising campaign familiarity, perceived service-oriented employee behavior, and physical environment in improving purchase intention trough customer satisfaction. This research was conducted in Yogyakarta. The data were collected using questionnaire based on Likert Scale and distributed via both online and offline of 242 customers who have purchased in Pamella Supermarket. The data was then analyzed by using Structural Equation Modeling analysis with the helping of SPSS and AMOS. The result of this study found that perceived service-oriented employee behavior and physical environment positively and significantly affected customer satisfaction. While advertising campaign familiarity does not significantly affect customer satisfaction. Furthermore, customer satisfaction had positive influence toward purchase intention.