Analisis pengaruh variabel store novelty, store design pleasure dan retail price terhadap brand loyalty melalui customer satisfaction pada store charles & keith di Surabaya

Indra, Akhirna Julvian (2018) Analisis pengaruh variabel store novelty, store design pleasure dan retail price terhadap brand loyalty melalui customer satisfaction pada store charles & keith di Surabaya. Masters thesis, Universtitas Pelita Harapan.

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Abstract

Industri fashion saat ini berkembang dengan pesat seiring dengan perkembangan zaman, hal ini tentu saja berdampak semakin kompetitifnya persaingan dalam pasar industri fashion. Sebuah hal yang tidak dapat dipungkiri, bahwa masyarakat Indonesia cenderung lebih memilih produk-produk buatan luar negeri dibandingkan dengan produk lokal, dimana masyarakat menganggap produk buatan luar negeri lebih bagus dan prestige. Sehingga menjadi peluang yang besar bagi industri fashion luar negeri untuk menawarkan produknya di Indonesia. Charles & Keith merupakan salah satu merek di industri fashion yang masuk ke dalam pasar di Indonesia yang tentu saja bukan menjadi satu-satunya industri fashion yang menembus ke dalam pasar Indonesia. Dimana masih banyak pesaing-pesaing dari luar negeri yang terus berlomba-lomba menawarkan keunggulan produknya kepada masyarakat di tanah air. Hal ini tentu saja menjadi peringatan besar bagi Charles & Keith Indonesia agar dapat terus bertahan didalam persaingan pasar yang semakin ketat. Penelitian ini ditujukan untuk menganalisa pengaruh Store Novelty, Store Design Pleasure dan Retail Price terhadap Brand Loyalty melalui Customer Satisfaction pada pelanggan store Charles & Keith di Surabaya. Dengan menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software AMOS 22.0. Kuesioner disebarkan kepada 120 responden sebagai sampel dimana karakteristik responden yakni terdiri dari pria dan wanita pada rentang usia 18-60 tahun, konsumen yang berdomisili di Surabaya, sudah pernah mengunjungi, membeli dan menggunakan produk Charles & Keith sebanyak dua kali dalam satu tahun terakhir, serta mengetahui karakteristik yang dimiliki produk-produk Charles & Keith. Hasil penelitian menunjukkan bahwa Store Novelty berpengaruh positif signifikan terhadap Customer Satisfaction, Store Design Pleasure berpengaruh positif signifikan terhadap Customer Satisfaction, Retail Price berpengaruh positif signifikan terhadap Customer Satisfaction, Customer Satisfaction berpengaruh signifikan terhadap Brand Loyalty, Store Novelty berpengaruh positif signifikan terhadap Brand Loyalty, Store Design Pleasure berpengaruh positif signifikan terhadap Brand Loyalty, Retail Price berpengaruh positif signifikan terhadap Brand Loyalty. Penelitian lanjutan diharapkan dapat melengkapi variabel-variabel yang sudah ada pada penelitiaan ini sehingga dapat semakin menyempurnakan pemahaman akan faktor-faktor yang mempengaruhi brand loyalty antara lain seperti trust, WOM (word of mouth), price, advertising, dan brand. Selain itu Penelitian lanjutan dapat dikembangkan dengan menghubungkan faktor-faktor yang mempengaruhi brand loyalty berdasarkan tingkat penghasilan. Penelitian mendatang juga bisa memperluas cakupan responden yang akan diteliti, atau melakukan penelitiannya di daerah yang berbeda dengan penelitian yang telah dilakukan saat ini. Sehingga penelitian lanjutan yang dilakukan semakin memberikan gambaran luas terhadap brand loyalty / Fashion industry is currently growing rapidly along with the times, this of course, the impact of competitive competition in the fashion industry market. It is undeniable that Indonesians tend to prefer foreign-made products compared to local products, where people perceive better foreign-made products and prestige. So a great opportunity for the fashion industry abroad to offer its products in Indonesia. Charles & Keith is one of the brands in the fashion industry that entered into the market in Indonesia which of course is not the only fashion industry that penetrates into the Indonesian market. Where there are still many competitors from overseas are also constantly competing to offer excellence products to the people in the country. This is certainly a big warning for Charles & Keith Indonesia to continue to survive in the increasingly fierce market competition. This research is aimed to analyze the influence of Novelty Store, Store Design Pleasure and Retail Price on Brand Loyalty through Customer Satisfaction at Charles & Keith store customer in Surabaya. Using a quantitative approach with Structural Equation Model (SEM) and AMOS 22.0 software. Questionnaires were distributed to 120 respondents as a sample in which the respondents' characteristics consisted of men and women in the age range 18-60 years, consumers domiciled in Surabaya, had a minimum income of Rp 4,000,000 per month, had visited, bought and used Charles & Keith twice in the past year, and know the characteristics of Charles & Keith's products. The result of the research shows that Novelty Store has significant positive effect to Customer Satisfaction, Store Design Pleasure has significant positive effect to Customer Satisfaction, Retail Price has significant positive effect on Customer Satisfaction, Customer Satisfaction has significant effect on Brand Loyalty, Novelty Store has significant positive effect on Brand Loyalty, Store Design Pleasure have a significant positive effect on Brand Loyalty, Retail Price have significant positive effect to Brand Loyalty. Further research is expected to complement the existing variables in this research so that it can further refine the understanding of the factors affecting brand loyalty such as trust, WOM (word of mouth), price, advertising, and brand. Further research can be developed by linking factors affecting brand loyalty based on income levels. Future research may also extend the scope of the respondents to be researched, or conduct research in a different area from the current research. So that further research done give more description to brand loyalty

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