The results of AC Nielson's research stated that the level of spending of Indonesians always ranked third in the Asia Pacific region, even in the first quarter of 2009 it rose from 14 per cent to 15 per cent (http://economy.okezone.com/). This is influenced by the style of shopping which has changed from shopping at simple traditional outlets to modern outlets that are clean, organized and air-conditioned. The population of this study are customers who shop atin hypermarkets in Malang City, namely, Carrefour and Giant. The total population cannot be known with certainty, so the sample size is determined by multiplying the number of indicators from 5 variables by 10, this refers to the opinion expressed by Solimun (2002:78) that the determination of the sample size is equal to 5 to 10 times the number of manifest variables ( indicators) of all latent variables. The number of indicators in this study was 15 indicators. Based on these provisions, the sample size used is 15 X 10 = 150 respondents. The results showed that the respondent's characteristics seen from the frequency of shopping in 1 month were dominated by respondents who shopped 3 times in 1 month. This can be interpreted that to meet their daily needs, respondents in determining where to shop prefer hypermarkets because they prioritize places that are clean, comfortable and offer cheaper prices. Respondents tend to give answers agreeing that service performance is shaped by the quality of interaction, physical environment quality and yield quality. Respondents tend to give an agreeable answer that store attributes are formed by facilities, employee service, after-sales service and merchandise.