Analysis of Location and Service Quality on Visitor Interest with Promotion Strategy as an Intervening Variable at the New Building of Pasar Raya Phase VII, Padang City
##semicolon##
https://doi.org/10.59188/eduvest.v5i9.52214##semicolon##
location##common.commaListSeparator## quality of service##common.commaListSeparator## promotional strategy##common.commaListSeparator## visitor interest##common.commaListSeparator## traditional marketAbstrakt
Padang City Supermarket Phase VII is one of the traditional trading centers that has been revitalized to improve attractiveness, comfort, and service quality for visitors. However, low visitor numbers remain a challenge, so it is important to analyze locational factors, service quality, and promotional strategies and their influence on visitor interest. This study aims to examine the influence of location and service quality on visitor interest, with promotional strategies as intervening variables. The research used a quantitative approach by distributing questionnaires to 30 respondents who visited Phase VII Supermarket. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The study results show that service quality has a significant effect on visitor interest, while location has no direct effect. In addition, promotional strategies were shown to act as a mediating variable in the relationship between location and visitor interest, although they are not effective in mediating the influence of service quality. These findings confirm that improving service quality and implementing appropriate promotional strategies can strengthen visitor interest, while also providing input for market managers and local governments in formulating more effective market development policies. In conclusion, the success of traditional market revitalization depends not only on physical development but also on service quality and promotional strategies that can create a positive shopping experience for visitors.
##submission.citations##
Assauri, S. (2018). Manajemen pemasaran. Rajawali Pers.
Basiya, R., & Rozak, H. A. (2015). Kualitas layanan, kepuasan pelanggan dan minat berkunjung kembali. Jurnal Penelitian Ekonomi dan Bisnis, 2(1), 89–104.
Budiarno, B., Udayana, I. B. N., & Lukitaningsih, A. (2022). Pengaruh kualitas layanan, kualitas produk terhadap kepuasan pelanggan dalam membentuk loyalitas pelanggan. Equilibrium: Jurnal Penelitian Pendidikan Dan Ekonomi, 19(02), 226–233.
Geraldine, A. R., Fauzi, R. U. A., & Apriyanti, A. (2022). Pengaruh strategi pemasaran terhadap minat berkunjung pada Dungus Forest Park di Madiun. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 2(1), 106–118. https://doi.org/10.55606/jaem.v2i1.168
Hafidz, G. P., & Muslimah, R. U. (2023). Pengaruh kualitas layanan, citra merek, kepercayaan pelanggan dan kepuasan pelanggan terhadap loyalitas pelanggan produk Herbalife. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(1). https://doi.org/10.31955/mea.v7i1.2912
Hersupunya, P., Wijaya, S., & Rahman, A. (2021). Strategi pemasaran dalam era digital. Jurnal Manajemen Pemasaran, 8(3), 234–248.
Hidayatul Putri Azizah. (2023). Pengaruh gaya kepemimpinan dan disiplin kerja terhadap kinerja pegawai dengan motivasi sebagai variabel intervening pada Biro Perekonomian Kantor Gubernur Provinsi Sumatera Barat. At-Tawassuth: Jurnal Ekonomi Islam, 8(1), 45–67.
Hwang, C., & Heath, E. I. (2022). Lokasi, keberagaman produk, harga, dan kualitas pelayanan pengaruhnya terhadap minat beli pada pasar tradisional Bersehati Calaca. Journal of Clinical Oncology, 32(27), 3083. https://doi.org/10.1200/JCO.2014.56.8501
Irfanudin, A. M. (2019). Pengaruh kualitas produk, harga dan kualitas layanan terhadap kepuasan pelanggan. Jurnal SeMaRaK, 2(1). https://doi.org/10.32493/smk.v2i1.2662
Kominfo, A. (2024). Pasar Raya Fase VII mulai ditempati pedagang, tidak ada lagi PKL di badan jalan. Padang.go.id.
Mahadika, N., Wulansari, N., & Susanti, R. (2024). Pengaruh kualitas produk dan lokasi terhadap minat beli ulang di Foursides Coffee Padang. Jurnal Kajian Pariwisata dan Perhotelan, 2(1), 17–26. https://doi.org/10.62379/jkph.v2i1.957
Mafitri, V., & Barusman, T. M. (2022). Analisis strategi pemasaran Villa Gardenia dalam upaya menarik minat pengunjung pada masa pandemi Covid-19. Sibatik Journal: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, dan Pendidikan, 1(9), 1739–1748. https://doi.org/10.54443/sibatik.v1i9.231
Munadi, E., & Ibrahim, M. (2017). Strategi lokasi bisnis dan pengaruhnya terhadap profitabilitas. Jurnal Manajemen Strategis, 12(4), 178–192.
Nurofik, A., & Wiana, P. P. (2022). Pengaruh kualitas layanan terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening. Jurnal Pustaka Manajemen (Pusat Akses Kajian Manajemen), 2(1). https://doi.org/10.55382/jurnalpustakamanajemen.v2i1.211
Onggusti, P., & Alfonso, R. (2017). Analisis pemilihan lokasi usaha ritel. Jurnal Bisnis dan Ekonomi, 24(2), 67–81.
Padang Pasbana. (2024). Pasar Raya Fase VII Padang resmi ditempati pedagang, PKL tak lagi di badan jalan.
Sahla, W. A. (2019). Strategi pemasaran modern. Pustaka Setia.
Sari, W. A., & Najmudin, M. (2021). Pengaruh media sosial, kualitas layanan dan pengalaman wisatawan terhadap minat berkunjung kembali di objek wisata Pulepayung Kabupaten Kulon Progo. Efektif Jurnal Bisnis dan Ekonomi, 12(1), 49–58.
Selviyani, S. H., & Zurida, L. (2023). Pengaruh produk, harga, lokasi, dan promosi terhadap minat beli pengunjung pusat oleh-oleh Adrem Khas Sanden Bantul. Jurnal Riset Akuntansi dan Bisnis Indonesia, 3(4), 1233–1255. https://doi.org/10.32477/jrabi.v3i4.852
Stevenson, W. J., & Chee Chuong, S. (2014). Operations management (11th ed.). McGraw-Hill Education.
Wijaya, F., & Sujana, S. (2020). Pengaruh kualitas layanan dan persepsi harga terhadap kepuasan pelanggan serta dampaknya terhadap word of mouth. Jurnal Ilmiah Pariwisata Kesatuan, 1(1). https://doi.org/10.37641/jipkes.v1i1.323
##submission.downloads##
Publikované
##submission.howToCite##
Číslo
Sekcia
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by-sa4.footer##
