RESUMEN
Supermarket in Indonesia and other countries is important for people to come and shop for primary and secondary necessities. With high economy growth supermarket business should have a good opportunity to survive the Covid 19 pandemic. Many people still shop in a brickand-mortar store for supermarket in Indonesia, thus it is possible that this type of business will still be growing in the future. As one of the leading local modern supermarkets in Surabaya, Hokky Supermarket defines itself as supermarket that provides premium ingredients and unique products. The sample used in this study includes Hokky Supermarket costumers domiciled in Surabaya, who are man and woman aged between 18-60, have visited and make a purchase at Hokky Supermarket Surabaya for at least 2 times in the last 3 months, have visited and made a purchase at other supermarkets in Surabaya for at least 2 times in the last 3 months, and have asked for help or interacted with Hokky Supermarket Surabaya employees. There are 139 respondents. Based on the data analysis, it can be concluded that all the five hypotheses in this research are supported.
RESUMEN
The Covid-19 pandemic entered Indonesia in early 2020 and has affected all aspects of human life especially consumption patterns. Since the Covid-19 pandemic, consumers and businesses have switched their transaction patterns from offline to online. Apart from that, this study will also discuss health consciousness because people also know the health effects of consuming too much or too often instant noodles. [...]with the many health issues arising from excessive consumption of instant noodles, this research will become more interesting when analyzed regarding the effect of health awareness on brand loyalty to instant noodles through consumer satisfaction. 2.LITERATURE REVIEW AND HYPOTHESES 2.1 Customer Brand Loyalty Brand loyalty measures how strongly consumers are "bound" to a particular brand (Tjiptnono, 2011: 110). According to So et al. (in Rahmawati and Sanaji, 2015: 252), brand loyalty is formed because of the main role of consumer experience when consuming services from the company. 2.2 Customer Satisfaction According to Zeithaml, Bitner, and Dwayne (2009, p.104), consumer satisfaction is a consumer's assessment of a product or service in terms of assessing whether the product or service has met the needs and expectations of consumers. Consumers tend to interpret prices through subjective perceptions and transfer them as "expensive" or "cheap" concepts in their memory.
RESUMEN
The importance of this research is further emphasized with the use of environmental variables in the midst of the Covid-19 pandemic where offline stores are experiencing fierce competition with online stores. Since the early 2021, Indonesian governments have allowed outdoor activities to be held with the health protocol of the New Normal concept implemented, thus resulting in tighter competition among offline stores. [...]along the economic development path of countries, middle class seems to be the answer to sustainable growth because of its contribution to consumption and factor inputs as they prosper. According to Aprindo, foreign retails of lifestyle goods from East of Asian succeed in penetrating Indonesian market and were able to expansively grow their retails store in such a short period due to the fact that Indonesian consumer's behavior in spending has changed and shifts towards a more leisure and lifestyle goods. [...]as people are no longer satisfied with merely well-functioning product, they now demand for a product that can enhance their lifestyle. [...]stimulate the growth in demand of lifestyle goods and convenience goods, and that motivates those foreign convenience store chain to open their branches in shopping center in Indonesia.