The Influence of Distance, Product Price, Brand Image, and Service Quality on Customer Choice of Complex PT. Nubika Jaya at Mini Market Alfamart, Alfamidi and Indomaret in Blok Songo, Kotapinang

Ucok Erwinanto Malau; Junita Lubis; Nurintan Asyiah Siregar

doi:10.31538/iijse.v7i1.3412

Ucok Erwinanto Malau Universitas Labuhanbatu, Labuhanbatu, Indonesia
Junita Lubis Universitas Labuhanbatu, Labuhanbatu, Indonesia
Nurintan Asyiah Siregar Universitas Labuhanbatu, Labuhanbatu, Indonesia

DOI: https://doi.org/10.31538/iijse.v7i1.3412

Keywords: Distance, Cost, Brand Image, Service Quality

Abstract

Retail in Indonesia has appeared one by one over time, including in rural areas like the Blok Songo Area, a village in the Kotapinang District of the North Sumatra Province. In Blok Songo, there are retail companies Alfamart, Alfamidi, and Indomaret. This creates competition that confuses each customer. The strategy implemented by retail companies makes customers more attached to their respective products; however, the obstacle that frequently arises for customers is the difference in distance, price, brand image, and service quality, which causes customer dissatisfaction. As a result, the purpose of this study has two sides. first, to investigate the factors that influence customers’ decisions regarding Alfamart, Alfamidi, and Indomaret as shopping destinations. Second, to know the significant impact on customers from the Complex where residents are engaged in the efficient operation of a retail business, by taking interviews with the complex’s authorities in order to gather data that will be beneficial to every retailer in developing, changing and even create new marketing techniques that link the key feature that significantly affects visitor interest. The Analytical Hierarchy Process is the method that is utilized and the last result of the alternatives Alfamidi Obtained 0,51925, Indomaret with 0,31002, and Alfamat with 0,17073 score.

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