Improve retail service quality

Oct 13, 2025 by magicalceylontours.com 15 views

The Effect of Product Quality and Retail Service Quality on Miniso Product Re-purchase Intentions among North Sumatra University Students

Introduction

In today's competitive retail market, understanding the factors that influence consumer purchasing decisions is crucial for businesses to stay ahead of the game. Miniso, a popular Japanese retail brand, has gained immense popularity among students of the University of North Sumatra. This study aims to investigate the effect of product quality and retail service quality on the intention of repurchasing Miniso products among this demographic. By analyzing the relationship between these two factors, we can gain a deeper understanding of the factors that influence consumer purchasing decisions and provide valuable insights for Miniso to improve its marketing strategies.

Methodology

This study employed a quantitative approach with the association method to analyze the data. A purposive sampling technique was used to select a sample of 100 respondents, who were students of the University of North Sumatra. Primary data were collected through online questionnaires distributed via Google Form, while secondary data were obtained through literature studies. Various methods were used in data analysis, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests.

Results

The results of this study showed that product quality (X1) had no significant influence on the intention of repurchase (Y). However, the quality of retail services (X2) was proven to have a significant influence on the intention of re-purchase. Interestingly, although product quality did not have a direct effect, both product quality and retail service quality simultaneously had a significant impact on the intention of repurchasing Miniso products. The Adjusted R Square value obtained was 0.116, indicating that 11.6% of the intention of repurchasing Miniso products among students of the University of North Sumatra was influenced by product quality variables and the quality of retail services, while the remaining 87.6% was influenced by other factors not examined in this study.

Retail Product and Service Quality Analysis

Product quality is often one of the main factors that influence purchasing decisions. However, in the context of this research, the results showed that students of the University of North Sumatra were more affected by the quality of retail services. This could be caused by a pleasant shopping experience, friendly service, and ease of accessing information about products. Good service quality can increase customer satisfaction and build stronger relationships between consumers and brands.

On the other hand, although the quality of Miniso's products is categorized well, there was no significant effect on the intention of re-purchase. This can show that students pay more attention to the aspects of service when shopping. This reflects a shift in consumption patterns where shopping experiences can be a stronger determinant factor than just the quality of the product itself.

The Importance of Retail Service Quality

The results of this study emphasize the importance of retail service quality in influencing consumer purchasing decisions. In today's competitive retail market, businesses need to focus not only on the quality of their products but also on providing excellent customer service. This can be achieved by training staff to be friendly and helpful, providing easy access to information about products, and creating a pleasant shopping experience.

Conclusion

This study shows that the quality of retail services influences the intention of repurchasing Miniso products among students of the University of North Sumatra compared to product quality. This emphasizes the importance of Miniso to not only focus on the products offered but also improve and maintain the quality of services provided to consumers. Given that there are 87.6% of other factors that can influence the re-purchase decisions, it is essential to conduct further research to identify these factors and improve marketing strategies. Thus, Miniso can continue to grow and maintain its position as one of the favorite retail in Medan.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve retail service quality: Miniso should focus on improving the quality of its retail services, including training staff to be friendly and helpful, providing easy access to information about products, and creating a pleasant shopping experience.
Conduct further research: Further research should be conducted to identify the other factors that influence consumer purchasing decisions and improve marketing strategies.
Develop targeted marketing strategies: Miniso should develop targeted marketing strategies to appeal to the preferences of students of the University of North Sumatra, including emphasizing the importance of retail service quality.

By implementing these recommendations, Miniso can continue to grow and maintain its position as one of the favorite retail in Medan.
Frequently Asked Questions (FAQs) about the Effect of Product Quality and Retail Service Quality on Miniso Product Re-purchase Intentions among North Sumatra University Students

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of product quality and retail service quality on the intention of repurchasing Miniso products among students of the University of North Sumatra.

Q: What methodology was used in this study?

A: This study employed a quantitative approach with the association method to analyze the data. A purposive sampling technique was used to select a sample of 100 respondents, who were students of the University of North Sumatra. Primary data were collected through online questionnaires distributed via Google Form, while secondary data were obtained through literature studies.

Q: What were the results of this study?

A: The results of this study showed that product quality (X1) had no significant influence on the intention of repurchase (Y). However, the quality of retail services (X2) was proven to have a significant influence on the intention of re-purchase. Interestingly, although product quality did not have a direct effect, both product quality and retail service quality simultaneously had a significant impact on the intention of repurchasing Miniso products.

Q: What does this study mean for Miniso?

A: This study emphasizes the importance of retail service quality in influencing consumer purchasing decisions. Miniso should focus on improving the quality of its retail services, including training staff to be friendly and helpful, providing easy access to information about products, and creating a pleasant shopping experience.

Q: What are the implications of this study for other businesses?

A: The findings of this study have implications for other businesses in the retail industry. Businesses should focus on improving the quality of their retail services to increase customer satisfaction and loyalty.

Q: What are the limitations of this study?

A: This study has several limitations, including the use of a small sample size and the reliance on self-reported data. Further research should be conducted to identify the other factors that influence consumer purchasing decisions and improve marketing strategies.

Q: What are the recommendations for future research?

A: Future research should focus on identifying the other factors that influence consumer purchasing decisions and improving marketing strategies. Additionally, research should be conducted to explore the impact of retail service quality on customer loyalty and retention.

Q: What are the implications of this study for students of the University of North Sumatra?

A: This study provides insights into the factors that influence consumer purchasing decisions among students of the University of North Sumatra. Students can use this information to make informed purchasing decisions and to develop effective marketing strategies for their own businesses.

Q: What are the implications of this study for the retail industry?

A: The findings of this study have implications for the retail industry as a whole. Retailers should focus on improving the quality of their retail services to increase customer satisfaction and loyalty.

Q: What are the implications of this study for Miniso's marketing strategies?

A: The findings of this study have implications for Miniso's marketing strategies. Miniso should focus on emphasizing the importance of retail service quality in its marketing campaigns and on improving the quality of its retail services to increase customer satisfaction and loyalty.

Q: What are the implications of this study for the development of effective marketing strategies?

A: The findings of this study have implications for the development of effective marketing strategies. Businesses should focus on improving the quality of their retail services to increase customer satisfaction and loyalty.

Q: What are the implications of this study for the development of effective customer service strategies?

A: The findings of this study have implications for the development of effective customer service strategies. Businesses should focus on providing excellent customer service to increase customer satisfaction and loyalty.