FEBRIANTI, ROSINA (2025) IDENTIFIKASI CITRA RITEL FAMILYMART MELALUI PERILAKU KONSUMEN PADA TAHUN 2025. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini dilatarbelakangi oleh pesatnya pertumbuhan industri ritel modern di Indonesia, khususnya toko ritel seperti FamilyMart, yang bersaing dalam memberikan pengalaman berbelanja yang nyaman, cepat, dan efisien. Dalam konteks persaingan ritel yang kompetitif, citra ritel merupakan aspek penting yang dapat menentukan loyalitas konsumen. Citra ritel dibentuk melalui berbagai dimensi, seperti produk, harga, layanan, suasana toko, serta kenyamanan dan aksesibilitas. Perilaku konsumen adalah cerminan langsung dari bagaimana gambar dirasakan dan dievaluasi. Penelitian ini menggunakan konsep citra ritel dan perilaku konsumen sebagai dasar teori, dengan pendekatan terhadap hubungan antara persepsi konsumen terhadap lingkungan toko, layanan staf, dan preferensi produk dengan konstruksi citra merek. Dalam hubungan masyarakat (PR), konsumen dipandang sebagai pemangku kepentingan eksternal yang interaksinya harus dikelola dalam rangka menjaga reputasi dan keberlanjutan brand. Oleh karena itu, strategi seperti penggabungan konsep ritel dengan kedai kopi oleh FamilyMart menunjukkan arah baru dalam membangun kedekatan emosional dengan konsumen. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma konstruktivisme. Teknik pengumpulan data dilakukan melalui wawancara mendalam dengan delapan informan yang merupakan konsumen aktif FamilyMart, serta observasi non-peserta di lokasi ritel. Analisis data dilakukan dengan pendekatan tematik untuk mengidentifikasi pola perilaku konsumen yang mencerminkan citra ritel. Hasil penelitian menunjukkan bahwa perilaku konsumen FamilyMart dipengaruhi oleh faktor-faktor seperti preferensi produk makanan dan minuman siap saji, kenyamanan suasana toko, kualitas pelayanan staf, dan keunikan suasana yang mendukung kegiatan sosial. Konsumen cenderung memilih FamilyMart tidak hanya untuk kebutuhan praktis, tetapi juga sebagai tempat untuk bersantai. Temuan ini menegaskan bahwa perilaku konsumen dapat dijadikan indikator penting untuk memahami dan memantau citra ritel FamilyMart, serta menjadi dasar strategis dalam pengembangan layanan, komunikasi merek, dan daya saing bisnis ritel di Indonesia. This research is motivated by the rapid growth of the modern retail industry in Indonesia, especially convenience stores such as FamilyMart, which compete in providing a comfortable, fast, and efficient shopping experience. In the context of competitive retail competition, retail image is an important aspect that can determine consumer loyalty. Retail image is shaped through various dimensions, such as products, prices, services, store atmosphere, as well as convenience and accessibility. Consumer behavior is a direct reflection of how the image is perceived and evaluated. This study uses the concept of retail image and consumer behavior as the basis of the theory, with an approach to the relationship between consumer perception of the store environment, staff service, and product preferences with the construction of brand image. In public relations (PR), consumers are seen as external stakeholders whose interactions must be managed in order to maintain the reputation and sustainability of the brand. Therefore, strategies such as the merger of the retail concept with a coffee shop by FamilyMart show a new direction in building emotional closeness with consumers. This research uses a descriptive qualitative approach with a constructivism paradigm. The data collection technique was carried out through in-depth interviews with eight informants who were active consumers of FamilyMart, as well as non-participant observations at retail locations. Data analysis was carried out with a thematic approach to identify patterns of consumer behavior that reflect the retail image. The results of the study show that FamilyMart consumer behavior is influenced by factors such as preferences for ready-to-eat food and beverage products, the comfort of the store atmosphere, the quality of staff service, and the uniqueness of the atmosphere that supports social activities. Consumers tend to choose FamilyMart not only for practical needs, but also as a place to relax. These findings confirm that consumer behavior can be used as an important indicator to understand and monitor FamilyMart's retail image, as well as become a strategic basis in service development, brand communication, and retail business competitiveness in Indonesia.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44220120059 |
| Uncontrolled Keywords: | Perilaku Konsumen, Citra Ritel, FamilyMart, Strategi Layanan, Deskriptif Kualitatif Consumer Behavior, Retail Image, FamilyMart, Service Strategy, Descriptive Qualitative |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 11 Sep 2025 02:01 |
| Last Modified: | 11 Sep 2025 02:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97641 |
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