The Implementation of Modern Retail Application Alfagift and Impact on Consumer Satisfaction
Abstract
This study aims to analyze impact of modern retail implementation through the Alfagift application on consumer satisfaction in the Bandung Raya region. Using a quantitative descriptive approach, the study involved 103 respondents who had made purchases through Alfagift. The results of simple regression analysis indicate that 74.6% of consumer satisfaction is influenced by the implementation of modern retail through Alfagift. Hypothesis testing confirms a significant influence between modern retail, the Alfagift application, and consumer satisfaction. This study offers a comprehensive insight into the correlation between modern retail and consumer satisfaction, with Alfagift as a case study. Although 25.4% of other influences remain unexplained, these findings lay the groundwork for further exploration of additional factors affecting consumer satisfaction in the context of modern retail through Alfagift.
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