ANALISIS KEPUASAN SERVICESCAPE PASAR TRADISIONAL
Abstract
Servicescape pada fasilitas umum telah menjadi perhatian antara akademisi dan praktisi, baik pengelola fasilitas tersebut, maupun perencana seperti arsitektur. Servicescape bangunan, seperti pasar dapat mempengaruhi sikap, minat dan prilaku pembeli. Penelitian terdahulu telah menginvestigasi servicescape pada objek bangunan dan kawasan wisata. Namun, penelitian sebelumnya gagal memberikan perhatian servicescape pada pasar tradisional. Penelitian ini mendeskripsikan kepuasan pedangang terhadap servicescape pasar tradisional di Painan, Kabupaten Pesisir Selatan. Selain itu, penelitian ini juga mengjawab apakah kepuasan atas komponen servicescape berbeda antara sampel: jenis kelamin dan tingkat Pendidikan responden/pedagang. Enam puluh lima pedagang berpartisipasi dalam penelitian ini. Metode data deskriptif dan komparatif digunakan untuk mencapai tujuan tesebut. Hasil penelitian menunjukan bahwa pedagang tidak puas dengan servicescape pasar tradisional Painan. Selanjutnya, hasil beda antara sampel laki-laki dan perempuan menunjukan tidak ada perbedaan kepuasan atas servicescape pasar tradisional. Namun, hasil beda untuk sampel tingkat Pendidikan mengindikasi kepuasan atas komponen servicescape pasar tradisional (kenyaman dan keamanan) berbeda antar sampel dengan tingkat Pendidikan yang berbeda. Penelitian bermanfaat bagi pihak yang berkepentingan pasar untuk merencanakan revitalisasi pasar menjadi pasar modern. Penelitian ini memberikan sumbangan pada literatur servicescape dengan objek yang unik yaitu pasar tradisional.
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