Analysis of Consumer Satisfaction and Loyalty Towards Service at Hypermart Modern Market in Bengkulu City

Abstract

This study analyzes consumer satisfaction and loyalty toward services at the Modern Market Hypermart in Bengkulu City. It is grounded in modern retail competition that requires fast, friendly, clear, and comfortable service. A descriptive quantitative survey was conducted in January 2026 involving 93 consumers selected through accidental sampling. Data were collected using closed-ended four-point Likert questionnaires consisting of 25 items for satisfaction and 25 items for loyalty. The results show a satisfaction score of 83.7, categorized as very satisfied, and a loyalty score of 83.41, categorized as very loyal. The findings indicate that Hypermart services have met consumer expectations, especially in empathy, responsiveness, tangible evidence, and trust. The study implies that Hypermart should maintain service quality while improving product-information competence, complaint handling, and after-sales service.