Analisis pengaruh self congruity, functional congruity, perceived value, dan attractiveness of alternatives terhadap customer satisfaction dan pada akhirnya customer loyalty pelanggan MR D.I.Y di Kupang

Seran, Chrisantus Yobelto (2022) Analisis pengaruh self congruity, functional congruity, perceived value, dan attractiveness of alternatives terhadap customer satisfaction dan pada akhirnya customer loyalty pelanggan MR D.I.Y di Kupang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri retail telah mengalami pertumbuhan dan perkembangan yang pesat di seluruh penjuru dunia termasuk Indonesia. Salah satu industri retail besar di Indonesia yakni MR D.I.Y. selain menyediakan lapangan pekerjaan, MR D.I.Y juga berkontribusi besar pada pertumbuhan perekonomian nasional. Sehingga, menjadikannya salah satu toko serbaguna yang cukup diandalkan oleh masyarakat, dan MR D.I.Y juga sangat menjaga loyalitas konsumen dengan terus memperkuat kepuasan konsumen dalam menggunakan produk dan jasa yang ditawarkan oleh MR D.I.Y. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari self congruity, functional congruity, perceived value, attractiveness of alternatives dan customer satisfaction terhadap customer loyalty. Manfaat dari penelitian ini untuk meningkatkan wawasan dan pengetahuan khususnya dalam mengetahui seberapa besar pengaruh dari customer satisfaction sehingga dapat meningkatkan customer loyalty. Penelitian ini merupakan penelitian yang bersifat kausal dengan menggunakan metode kuantitatif dan diolah dengan bantuan program statistik yaitu SPSS versi 22.0. Pengumpulan data dilakukan dengan penyebaran kuesioner menggunakan teknik snowball sampling kepada 100 responden, dengan karakteristik responden yaitu berjenis kelamin baik pria maupun wanita, berusia 18-60 tahun, berdomisili di Kupang, pernah membeli dan berkunjung ke MR D.I.Y minimal 2 (dua) kali dalam kurun waktu 6 (enam) bulan terakhir, pernah membeli dan menggunakan produk sejenis lainnya dalam satu tahun terakhir dan pernah berinteraksi dengan karyawan MR D.I.Y. / The retail industry has experienced rapid growth and development throughout the world, including Indonesia. One of the major retail industries in Indonesia, namely MR D.I.Y. Apart from providing jobs, MR D.I.Y also contributed greatly to the growth of the national economy. Thus, making it one of the multipurpose stores that is quite reliable by the public, and MR D.I.Y also really maintains consumer loyalty by continuously strengthening consumer satisfaction in using the products and services offered by MR D.I.Y. The purpose of this study was to determine the effect of self-congruity, functional congruity, perceived value, attractiveness of alternatives and customer satisfaction on customer loyalty. The benefit of this research is to increase insight and knowledge, especially in knowing how much influence customer satisfaction has so that it can increase customer loyalty. This research is a causal research using quantitative methods and processed with the help of a statistical program, namely SPSS version 22.0. Data was collected by distributing questionnaires using the snowball sampling technique to 100 respondents, with the characteristics of the respondents being both male and female, aged 18-60 years, domiciled in Kupang, had bought and visited MR D.I.Y at least 2 (two) times in the period within the last 6 (six) months, have purchased and used other similar products in the past year and have interacted with employees of MR D.I.Y.

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