Year: 2024 | Month: December | Volume: 11 | Issue: 12 | Pages: 151-159
DOI: https://doi.org/10.52403/ijrr.20241218
Consumer Preference in Choosing Minimarkets: Indomaret and Alfamart Bogor
Dewi Maharani Fatimah van Greuningen1, Hartoyo2, Lilik Noor Yuliati3
1IPB University, Bogor, Indonesia.
2IPB University, Bogor, Indonesia.
3IPB University, Bogor, Indonesia.
Corresponding Author: Dewi Maharani Fatimah van Greuningen
ABSTRACT
Consumer have different preference in choosing minimarkets. There is a variety of minimarkets in Indonesia such as Indomaret, Alfamart, Alfamidi, Circle K, Hypermart, Superindo etc.
Indomaret and Alfamart are the two major retail stores in Indonesia. In 2019, Indomaret has 17.506 branches around Indonesia and Alfamart has 13.779 branches around Indonesia. Until 2022, Indomaret has 19.966 branches around Indonesia and Alfamart has 17.394 branches around Indonesia. This indicates that Indomaret has more branches than Alfamart.
Consumers have preference to shop in Indomaret because the minimarket sells a variety of products, it sold in an average price and the service quality of the cashiers is satisfying. Meanwhile Alfamart’s store sells products that are more expensive and the service quality is unfriendly to the consumers. The research will be conducted using a questionnaire to analyze the consumers preference in choosing minimarkets in Indomaret and Alfamart Bogor.
Questionnaire was spread online to 101 respondents to analyze the consumers preference purchasing in Indomaret and Alfamart Bogor. The data analyzes was obtained from chi square and cross tab.
Keywords: Chi Square, Cross Tab, Marketing Mix, Preference, Service Quality
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