PEMILIHAN RITEL TERBAIK BERDASARKAN CORPORATE SOCIAL RESPONSIBILITY, CUSTOMER RELATIONSHIP MANAGEMENT, DAN PEMASARAN RAMAH LINGKUNGAN ATAS DASAR PERSEPSI KONSUMEN (STUDI KASUS PADA MASYARAKAT PENGGUNA JASA RITEL ALFAMART, INDOMARET, DAN HYPERMART
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Institusion

IAIN Surakarta

Author

Fatimah, Mar’atus Sholikhah
Septin, Puji Astuti, S.Si., M.T., Ph.D

Subject

303 Social processes 

Datestamp

2017-10-12 05:24:37 

Abstract :
ABSTRACT The aim of this research is to identify the existence of retail marketing strategy in Surakarta. Therefore, it is necessary to know the position of the best retail based on the perception of Surakarta society about corporate social responsibility (CSR), customer relationship management (CRM) and green marketing (eco-friendly marketing). Respondents of this research are the customers of Alfamart, Indomaret, and Hypemart who are the resident of Surakarta about 101 respondents. Are taken to fill the questionaire Analytic Hierarchy Process (AHP) was appliced to analyse perception of customers about the retail based CSR, CRM, and green marketing . Consistency test of three pairwise matrices of respondent’s perceptionon retail are consistent, with consistency ratio less than 0.1. From this research based on three criteria and nine subcriteria, respondents put Alfamart in the first position with a weight value of 0.5557 and in second place Indomaret with a weight value of 0.2833, while Hypermart third position With a weight value of 0.1608. Keywords: Corporate Social Responsibility (CSR), Customers Relationship Management (CRM), Eco-Friendly Marketing   ABSTRAK Penelitian ini akan menyoroti strategipemasaran ritel yang ada di kota Surakarta. Oleh karena itu perlu untuk diketahui posisi dari ritel terbaik berdasarkan persepsi masyarakat kota Surakarta mengenai coorporate social responsibility (CSR), customer relationship management (CRM) dan green marketing. Responden dalam penelitian ini adalah masyarakat pengguna jasa ritel Alfamart, Indomaret, dan Hypemart yang merupakanpendudukkota Surakartasekitar 101 responden. Yang diambiluntukmengisikuesionerAnalitic Hierarchy Process (AHP) diaplikasikanuntukmenganalisapersepsikonsumententangritelberbasis CSR, CRM, dangreen marketing. Ujikonsistensiterhadap tiga matrik berpasangan persepsirespondenterhadapriteltelah dinyatakan konsisten, dengan consistency ratio< 0,1. Dari penelitianiniberdasarkantigakriteriadan Sembilan subkriteria, respondenmenempatkan Alfamart di posisi pertama dengan bobot nilai sebesar 0,5557 dan di posisi kedua Indomaret dengan bobot nilai sebesar 0,2833, sedangkan Hypermart diposisi ketiga dengan bobot nilai 0,1608. Kata Kunci: Coorporate Social Responsibility (CSR), Customers Relationship Management (CRM), Pemasaran Ramah Lingkungan 

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