PREFERENSI CUSTOMER SAAT BERBELANJA DI PT. MATAHARI DEPARTMENT STORE JOHAR PLAZA JEMBER

CONDRO, WULAN (2025) PREFERENSI CUSTOMER SAAT BERBELANJA DI PT. MATAHARI DEPARTMENT STORE JOHAR PLAZA JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACT This research is driven by the dynamics of the modern retail industry, where customer experience has become a crucial factor on par with product and price. PT. Matahari Department Store Johar Plaza Jember faces a significant challenge with a low Net Promoter Score (NPS) of 27%, the lowest in the East Java Area and far below the regional average of 85%. The phenomenon of duality in customer preferences—where some customers feel assisted by employee accompaniment while others feel disturbed or lose their privacy—is the central issue examined in this study. This research aims to analyze in depth the customer preferences toward employee accompaniment, identify the fundamental reasons behind these differing preferences, and provide strategic recommendations for management to improve service quality. The study employs a qualitative approach with a phenomenological strategy through observation, documentation, and in-depth interviews with 15 respondents, analyzed using NVIVO software. The results show that most customers appreciate employee accompaniment as they feel assisted in finding products, obtaining recommendations, and receiving prompt service. However, some customers reject accompaniment because they feel monitored and lose their freedom in choosing products. According to customers, the ideal employee accompaniment is flexible, conducted with a polite and non-coercive attitude, and tailored to the customer's needs and comfort. A friendly and professional employee attitude is proven to be a key factor in creating a positive shopping experience and fostering customer loyalty toward Matahari Department Store. Keywords: Customer Preference, Employee Accompaniment, Shopping Experience, Net Promoter Score (NPS), Retail Industry.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	17 Apr 2026 09:00
Last Modified:	17 Apr 2026 09:00
URI:	http://repo.itsm.ac.id/id/eprint/1720

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