ANTESEDEN DAN KONSEKUENSI DARI EMOSI POSITIF PELANGGAN PADA PERUSAHAAN INDUSTRI RITEL DI TRANSMART INDONESIA = ANTESEDENTS AND THE CONSEQUENCES OF CUSTOMER POSITIVE EMOTIONS IN THE RETAIL INDUSTRY COMPANY IN TRANSMART INDONESIA

Oktavia, Heni (2020) ANTESEDEN DAN KONSEKUENSI DARI EMOSI POSITIF PELANGGAN PADA PERUSAHAAN INDUSTRI RITEL DI TRANSMART INDONESIA = ANTESEDENTS AND THE CONSEQUENCES OF CUSTOMER POSITIVE EMOTIONS IN THE RETAIL INDUSTRY COMPANY IN TRANSMART INDONESIA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Berdasarkan hasil survey dari top brand index dari tahun 2012 sampai 2017 diketahui bahwa dari tahun ke tahunnya Transmart mengalami fluktuasi, hal ini bisa terjadi dikarenakan kurangnya kualitas pelayanan yang diberikan perusahaan Transmart, harga barang yang meningkat lalu adanya pesaing baru yang muncul yang mengakibatkan daya tarik minat beli konsumen di Transmart menurun. metode penelitian yang dipakai adalah dengan menggunakan metode survey dengan menyebarkan kuesioner. Populasi dalam penelitian ini yaitu semua orang yang pernah berbelanja di Transmart. Sampel sebanyak 300 responden sehingga dapat memberikan gambaran terhadap fakta yang ada. Penelitian ini menggunakan metode analisis data menggunakan PLS-SEM(aplikasi Smart-PLS). kesimpulan dari penelitian ini adalah terdapat pengaruh signifikan suasana toko terhadap emosi positif pelanggan di Transmart, terdapat pengaruh signifikan emosi positif pelanggan terhadap keputusan pembelian di Transmart, dan terdapat pengaruh signifikan emosi positif pelanggan terhadap minat beli kembali di Transmart. Based on the survey results from the top brand index from 2012 to 2017, it is known that from year to year Transmart has fluctuated, this can occur due to the lack of service quality provided by the Transmart company, the price of goods has increased and there are new competitors that have emerged which resulted in an attraction consumer buying on Transmart has decreased. The research method used is to use a survey method with a questionnaire. The population in this study are all people who have been at Transmart. A sample of 300 respondents so that it can provide an overview of the facts. This study uses data analysis methods using PLS-SEM (Smart-PLS Application). The results of this study are that there is a significant effect of shop atmosphere on positive emotions of Transmart customers, there is a significant influence of customer emotions on purchasing decisions at Transmart, and there is a significant influence of customer emotions on repurchase intention at Transmart.

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