ANALISIS TINGKAT RETAILING GROUNDEDNESS PELANGGAN: STUDI PADA GERAI INFORMA

SYAVINNA DWI ANNISA, . (2026) ANALISIS TINGKAT RETAILING GROUNDEDNESS PELANGGAN: STUDI PADA GERAI INFORMA. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memetakan tingkat Retailing Groundedness pelanggan pada gerai fisik Informa di DKI Jakarta melalui tiga dimensi, yaitu Connection to Place, Connection to People, dan Connection to Past. Groundedness merupakan kondisi psikologis ketika konsumen merasa memiliki keterikatan emosional yang kuat terhadap tempat, orang, dan masa lalu, sehingga menimbulkan rasa aman, kuat, dan stabil secara emosional di tengah pesatnya digitalisasi ritel. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan melibatkan 180 responden pelanggan gerai fisik Informa di wilayah DKI Jakarta yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert empat poin (forced-choice), kemudian dianalisis menggunakan Tingkat Capaian Responden (TCR), nilai rata-rata (mean), dan standar deviasi. Hasil penelitian menunjukkan bahwa tingkat Retailing Groundedness pelanggan Informa secara keseluruhan berada pada kategori sangat baik dan sangat tinggi. Penelitian ini memberikan implikasi bagi manajemen Informa untuk terus memperkuat elemen desain toko, kurasi produk, dan kegiatan komunitas guna mempertahankan serta meningkatkan keterikatan emosional pelanggan terhadap gerai fisik. ***** This study aims to examine the level of customers' Retailing Groundedness at Informa physical stores in the Special Capital Region of Jakarta (DKI Jakarta) through three dimensions: Connection to Place, Connection to People, and Connection to Past. Retailing Groundedness refers to a psychological condition in which consumers develop a strong emotional attachment to a retail store through its physical environment, social interactions, and meaningful memories, fostering feelings of security, strength, and emotional stability amid the rapid digitalization of the retail industry. This study employed a descriptive quantitative approach involving 180 customers of Informa physical stores in DKI Jakarta, selected using a purposive sampling technique. Data were collected through a four-point forced-choice Likert scale questionnaire and analyzed using the Respondent Achievement Level (Tingkat Capaian Responden/TCR), mean, and standard deviation. The findings indicate that the overall level of customers' Retailing Groundedness at Informa is categorized as very high and excellent. The results suggest that Informa has successfully established strong emotional connections with its customers through its physical stores. This study provides practical implications for Informa's management to further strengthen store design, product curation, and community engagement activities in order to maintain and enhance customers' emotional attachment to physical retail stores.

Item Type:	Thesis (Diploma)
Additional Information:	1). Hania Aminah, S.Pd., M.M., Ph.D.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Syavinna Dwi Annisa .
Date Deposited:	24 Aug 2026 02:11
Last Modified:	24 Aug 2026 02:11
URI:	http://repository.unj.ac.id/id/eprint/72798

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