Analisis pengaruh entertainment, exploration, gratification, social, status, idea dan price promotion terhadap customer satisfaction dalam membentuk customer loyalty pada pelanggan H&M di Surabaya

Putri, Alicia Sandra Saskia (2020) Analisis pengaruh entertainment, exploration, gratification, social, status, idea dan price promotion terhadap customer satisfaction dalam membentuk customer loyalty pada pelanggan H&M di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri fashion terus berkembang dan semakin berperan penting dalam perekonomian nasional saat ini. Hal ini disebabkan oleh gaya hidup dan daya beli masyarakat yang terus meningkat. Perkembangan industri fashion ini membuat brand asing berlomba-lomba untuk masuk ke Indonesia. Salah satu perusahaan ritel fashion adalah H&M yang berasal dari Swedia. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Entertainment, Exploration, Gratification, Social, Status, Idea, dan Price Promotion terhadap Customer Satisfaction dalam membentuk Customer Loyalty pada pelanggan H&M di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah menambah kontribusi pada pengembangan teori dalam bidang manajemen, serta memberikan manfaat bagi H&M di Surabaya dalam menelaah seberapa besar pengaruh Entertainment, Exploration, Gratification, Social, Status, Idea dan Price Promotion terhadap Customer Satisfaction dalam membentuk Customer Loyalty. Penelitian ini merupakan penelitian dengan metode kuantitatif dengan menggunakan pengolahan data SPSS 22.0. Pengumpulan data dilakukan dengan penyebaran kuisioner pada 154 responden dengan karakterisik responden pria dan wanita berusia 18-60 tahun, pernah melakukan pembelian minimal 3 kali dalam kurun waktu 2 tahun terakhir di H&M Store, mengetahui promo dan diskon yang ditawarkan H&M, pernah menggunakan kamar ganti H&M, pernah melakukan pembelian bersama teman maupun keluarga, dan pernah menjelajah mall lokasi H&M berada. Dari hasil penelitian dapat ditemukan bahwa variabel yang memiliki pengaruh terbesar adalah variabel Customer Satisfaction terhadap variabel Customer Loyalty sebesar 0,459; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Price Promotion terhadap variabel Customer Satisfaction sebesar 0, 351; variabel yang memiliki pengaruh terbesar ketiga adalah variabel Entertainment terhadap variabel Customer Satisfaction sebesar 0,246; terbesar keempat variabel Idea terhadap variabel Customer Satisfaction sebesar 0,181; terbesar kelima variabel Gratification terhadap variabel Customer Satisfaction sebesar 0,151; terbesar keenam adalah variabel Social terhadap variabel Customer Satisfaction sebesar 0,049; terbesar ketujuh variabel Status terhadap Customer Satisfaction sebesar 0,023; dan terbesar kedelapan adalah variabel Exploration terhadap variabel Customer Satisfaction sebesar 0,021 / The fashion industry continues to grow and plays an increasingly important role in today’s national economy. This is due to the increasing lifestyle and purchasing power of the people. The development of the fashion industry has made foreign brands compete to enter Indonesia. One of the fashion retail companies is H&M from Sweden. This study aims to determine how the effect of Entertainment, Exploration, Gratification, Social, Status, Idea, and Price Promotion on Customer Satisfaction in forming Customer Loyalty to H&M customers in Surabaya. The expected benefit from this research is to increase the contribution to theory development in the field of management, and to provide benefits for H&M in Surabaya in examining how much influence Entertainment, Exploration, Gratification, Social, Status, Idea, and Price Promotion on Customer Satisfaction in forming Customer Loyalty. This research is a research with quantitative methods using SPSS 22.0 data processing. Data collection was carried out by distributing questionnaires to 154 respondents with the characteristics of male and female respondents aged 18-60 years, having made at least 3 purchases in the last 2 years at the H&M Store, knowing the promos and discounts offered by H&M, having used the H&M changing room, have made purchases with friends and family, and have explored the mall where H&M is located. From the results it can be found that the variable that has the greatest influence is the variable Customer Satisfaction with the Customer Loyalty variable of 0.459; then the variable that has the second biggest influence is the Price Promotion variable on the Customer Satisfaction variable of 0, 351; the variable that has the third biggest influence is the Entertainment variable on the Customer Satisfaction variable of 0.246; the fourth largest is the Idea variable towards the Customer Satisfaction variable of 0.181; the fifth largest variable Gratification to the Customer Satisfaction variable is 0.151; the sixth largest is the Social variable to the Customer Satisfaction variable of 0.049; the seventh largest variable of Status to Customer Satisfaction by 0.023; and the eighth largest is the Exploration variable to the Customer Satisfaction variable of 0.021.

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