Analisis pengaruh bauran pemasaran eceran, harapan pelanggan dan store image terhadap store loyalty pada toko buku nusantara di Bojonegoro

Utomo, Dion Dwipayana (2012) Analisis pengaruh bauran pemasaran eceran, harapan pelanggan dan store image terhadap store loyalty pada toko buku nusantara di Bojonegoro. Masters thesis, Universtitas Pelita Harapan.

	Text (Title.pdf) Cover.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (27kB)
Preview	Text (Abstract.pdf) Abstrak.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (46kB) | Preview
Preview	Text (Chapter1.pdf) BAB I.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (68kB) | Preview
	Text (Chapter2.pdf) BAB II.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (199kB)
	Text (Chapter3.pdf) BAB III.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (114kB)
	Text (Chapter4.pdf) BAB IV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (460kB)
	Text (Chapter5.pdf) BAB V.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (23kB)
Preview	Text (Bibliography.pdf) Daftar Referensi.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (72kB) | Preview
	Text (Appendices.pdf) Lampiran.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Dalam mencermati persaingan bisnis toko buku di Bojonegoro yang semakin banyak, maka membuat persaingan di bisnis tersebut menjadi ketat dan semakin sulit. Sebagai pelaku bisnis buku di kota Bojonegoro, maka toko buku Nusantara berusaha untuk memenangkan persaingan dengan menerapkan berbagai strategi bisnis termasuk salah satu diantaranya adalah strategi bauran penjualan eceran, memenuhi harapan pelanggan dan membentuk citra toko yang baik di benak konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh variabel bauran pemasaran eceran, harapan pelanggan dan citra toko yang mempengaruhi loyalitas toko. Penelitian ini dilakukan dengan metode survei dimana data diperoleh dengan penyebaran kuesioner kepada 210 responden. Populasi dalam obyek penelitian ini adalah konsumen toko buku Nusantara di Bojonegoro yang sudah pernah membeli minimal tiga kali. Hasil penelitian menunjukkan bahwa variabel bauran pemasaran eceran mempunyai pengaruh yang paling dominan terhadap kepuasan pelanggan maupun store loyalty dibanding dengan variabel harapan pelanggan dan store image. Oleh sebab itu, toko buku Nusantara di Bojonegoro sebaiknya lebih memfokuskan pada variabel yang terdapat pada bauran pemasaran eceran sehingga konsumen lebih merasa nyaman dalam berbelanja di toko buku Nusantara / Looking at the number of bookstores in Bojonegoro that is getting larger, the competition in that business becomes tighter and more difficult. As a business person in a bookstore in Bojonegoro, the owner of Nusantara bookstore tries to win the competition by implementing various business strategies including retail marketing mix strategy, fulfilling customer expectations and establishing a good store image in consumers’ mind. The study aims to analyze the effect of retail marketing mix, store image and customer expectations variable that affect store loyalty. This research was conducted by survey method where the data was obtained by distributing questionnaires to 210 respondents. The object population in this study is Nusantara bookstore’s consumers who had been purchased books at least three times. The results showed that the retail marketing mix variable has the most dominant influence on customer satisfaction and store loyalty more than customer expectations and store image variable. Therefore, Nusantara bookstore in Bojonegoro should be more focus on the contained in the retail marketing mix variables so that consumers feel more comfortable shopping at Nusantara bookstore

Actions (login required)

View Item