Consumer Preference In Choosing Minimarkets : Indomaret and Alfamart Bogor

Abstract

Consumers have different preferences in choosing a minimarket. There are various minimarkets in Indonesia such as Indomaret, Alfamart, Alfamidi, Circle K, Hypermart, Superindo etc. Indomaret and Alfamart are two large retail stores in Indonesia. This study aims to identify consumer preferences in choosing a place to shop at Indomaret or Alfamart minimarkets, and to analyze factors related to these consumer preferences. The study was conducted from January to October 2024 involving 101 individuals selected by voluntary sampling, namely those who were willing to fill out a questionnaire distributed online. The sample criteria were those aged 17 years and over, residing in Bogor and having experience shopping at Indomaret or Alfamart. The results of the research showed that consumer preferences who had the same preferences (indifferent) were 46 individuals (45.54%), 28 individuals (27.2%) had a preference for shopping at Indomaret and 27 individuals (26.74%) had a preference for shopping at Alfamart, out of a total of 101 individuals. This shows that consumers have relatively the same preferences between shopping at Indomaret and Alfamart. This is because Indomaret and Alfamart sell relatively the same products, implement relatively the same marketing strategies and are located close to each other in one area. Data analysis shows that the consumer generation/age variables and marketing mix does not have connection with consumer preferences in shopping at Indomaret and Alfamart. Type of job, income, gender, shopping frequency and service quality have connection with consumer preferences in choosing to shop at Indomaret and Alfamart. Consumers have a preference for shopping at minimarkets, because of the perspective of service quality. The managerial implications that can be applied are that cashiers must be given training so that they are friendlier in serving consumers and provide responsive and faster service in serving consumers. Cashiers must be willing to help consumers and have good communication skills with consumers so that consumers at Alfamart are satisfied with the service that has been provided.