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Abstract
Penelitan tentang dimensi citra toko umumnya terbatas pada penggunaan variabel laten yang diukur melalui satu tahap (single order), padahal indikator dari citra toko sangat variatif dan komplek. Tujuan penelitian ini menguji dimensi citra toko melalui pengujian dua tahap (second order). Alat analisis yang digunakan adalah Generalized Structured Component Analysis (GSCA). Analisis GSCA dapat diterapkan pada hubungan antar variabel yang komplek, GSCA dapat digunakan pada model struktural yang melibatkan variabel dengan indikator dan butir serta dinyatakan dalam bentuk diagram jalur. Hasil temuan menunjukkan bahwa dimensi-dimensi yang mempengaruhi terbentuknya citra toko oleh-oleh berdasar persepsi konsumen, apabila diurutkan secara rangking maka memperoleh hasil sebagai berikut; dimensi Institusi Toko Eceran, Barang Dagangan, Kemudahan, Fisik, Suasana Toko, Pelayanan, dan terakhir dimensi Para Pembeli.
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