Analisis faktor faktor yang mempengaruhi customer loyalty pelanggan H&M di Surabaya

Salim, Vennysia (2020) Analisis faktor faktor yang mempengaruhi customer loyalty pelanggan H&M di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan industri ritel Indonesia melambat karena beberapa hal, seperti kondisi ekonomi masyarakat kelas menengah ke bawah dan adanya pergeseran pola konsumsi ke leisure (kuliner, travelling, dan entertain) yang telah diperkirakan sejak tahun 2017. Dapat dikatakan bahwa H&M adalah perusahan ritel perintis yang berbenah diri serta menyesuaikan strategi bisnisnya dengan perkembangan yang terjadi. Pergeseran pola konsumsi masyarakat Indonesia ke leisure pada industri ritel membuat H&M berada pada posisi atas. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh environment, service dan merchandise layout and assortment terhadap customer loyalty melalui customer satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh customer satisfaction sehingga meningkatkan customer loyalty yang pada akhirnya akan meningkatkan transaksi berkelanjutan dari pelanggan H&M di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili Surabaya, pernah berbelanja di H&M tunjungan plaza Surabaya minimal dua kali dalam enam bulan terakhir, dan pernah berbelanja di H&M Surabaya lainnya dalam enam bulan terakhir. Hasil penelitian menunjukkan bahwa variabel environment berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.348 ; variabel service berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.272; variabel merchanise layoutand and assortment berpengaruh signifikan terhadap customer satisfaction dengan koefisien regresi sebesar 0.328; variabel merchandise layout andassortment tidak berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.092; variabel customer satisfaction berpengaruh signifikan terhadap customer loyalty dengan koefisien regresi sebesar 0.803) / The growth of the Indonesian retail industry has slowed down due to several reasons, such as the economic conditions of the lower middle class and the shift in consumption patterns to leisure (culinary, traveling and entertainment) which have been predicted since 2017. It can be said that H&M is a pioneering retail company that is improving itself. as well as adapting its business strategy to developments. The shift in the consumption pattern of the Indonesian people to leisure in the retail industry has made H&M in the top position . This study aims to determine how the effect of environment, service and merchandise layout and assessment on customer loyalty through customer satisfaction. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence customer satisfaction has, thereby increasing customer loyalty, which in turn will increase sustainable transactions from H&M customers in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using SPSS. The data was collected by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, had shopped at H&M tunjungan plaza Surabaya at least twice in the last six months, and had shopped at other H&M Surabaya in the last six months. . The results showed that environmental variables have a significant effect on customer satisfaction with a regression coefficient of 0.348; service variable has a significant effect on customer satisfaction with a regression coefficient of 0.272; variable merchandise layout and assortment has a significant effect on customer satisfaction with a regression coefficient of 0.328; the variable merchandise layout and assortment has no significant effect on customer loyalty with a regression coefficient of 0.092; customer satisfaction variable has a significant effect on customer loyalty with a regression coefficien

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Salim, VennysiaNIM02011170006vennysia1098@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorAmelia, AmeliaNIDN0715128701UNSPECIFIED
Thesis advisorGunawan, Hananiel MenovardiNIDN0712118402UNSPECIFIED
Thesis advisorUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Thesis advisorUNSPECIFIEDUNSPECIFIEDUNSPECIFIED
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Users 15360 not found.
Date Deposited: 03 Nov 2020 07:09
Last Modified: 03 Nov 2020 07:09
URI: http://repository.uph.edu/id/eprint/11508

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