Pengaruh selection, convenience, customized product, entertainment, exploration, place attachment dan sosial status terhadap utilitarian value dan hedonic value dalam membentuk customer satisfaction dan pada akhirnya customer loyalty pada mall tunjungan plaza Surabaya

Putra, Hansen (2022) Pengaruh selection, convenience, customized product, entertainment, exploration, place attachment dan sosial status terhadap utilitarian value dan hedonic value dalam membentuk customer satisfaction dan pada akhirnya customer loyalty pada mall tunjungan plaza Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Persaingan pusat perbelanjaan atau Mall semakin ketat seiring perkembanganteknologi informasi, yang mana terdapat banyak sekali pedagang online dan juga merupakan salah satu faktor yang membuat sehingga pengunjung mall mulai berkurang. Memahami perubahan terhadap perilaku belanja konsumen menjadi faktor strategis manajemen Mall untuk meningkatkan kepuasan dan loyalitas pelanggan sehingga berdampak pada peningkatan jumlah kunjungan pengunjung, salah satunya Tunjungan Plaza Surabaya. Penelitian ini bertujuan mengetahui selection, convenience, customized product, entertainment, exploration, place attacthment, dan sosial status. dalam mempengaruhi utilitarian value dan hedonic value dalam membentuk customer satisfaction yang pada akhirnya mempengaruhi customer loyalty pada pelanggan Tunjungan Plaza Surabaya. Manfaat yang diharapkan dalam penelitian ini adalah menjadi bahan refrensi dalam kajian ilmu manajemen, khususnya dalam perkembangan manajemen pemasaran mengenai perilaku konsumen dan manfaat bagi para ritel atau pengembang dalam mengambil keputusan mengenai strategi dalam pengembangan terhadap pusat perbelanjaan yang terpadu. Metode penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengunjung setia Mall Tunjungan Plaza Surabaya. teknik sampling dengan kriteria pelanggan minimal usia 18-65 tahun, berdomisili di Surabaya, dan pernah berkunjung dan belanja di Tunjungan Plaza Surabaya minimal 3 kali dalam 1 tahun terakhir. Pengumpulan data menggunakan kuesioner kepada 110 responden. Teknik analisis yang digunakan adalah analisis regresi linear berganda dengan bantuan software SPSS 24. Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah customer satisfaction terhadap customer loyalty sebesar 0,672; variabel yang memiliki pengaruh terbesar kdua adalah hedonic value terhadap customer satisfaction sebesar 0,452; terbesar ketiga adalah variabel utilitarian value terhadap customer satisfaction sebesar 0,365; terbesar keempat adalah variabel selection terhadap utilitarian value sebesar 0,349; terbesar kelima adalah variabel entertainment terhadap hedonic value sebesar 0,301; terbesar keenam adalah variabel social status terhadap hedonic value sebesar 0,260; terbesar ketujuh adalah variabel customized product terhadap utilitarian value sebesar 0,249; terbesar kedelapan adalah variabel convenience terhadap utilitarian value sebesar 0,248; terbesar kesembilan adalah variabel place attachment terhadap hedonic value sebesar 0,184; dan terbesar kesepuluh adalah variabel exploration terhadap hedonic value sebesar 0,182 / Competition for shopping centers or malls is getting tougher along with the development of information technology, where there are lots of online merchants and is also one of the factors that make mall visitors start to decrease. Understanding changes in consumer shopping behavior is a strategic factor for Mall management to increase customer satisfaction and loyalty so that it has an impact on increasing the nuber of visitor visits, one of which is Tunjungan Plaza Surabaya. This study aims to determine selection, convenience, customized product, entertainment, exploration, place attachment, and social status. in influencing utilitarian value and hedonic value in shaping customer satisfaction which ultimately affects customer loyalty to Tunjungan Plaza Surabaya customers. The expected benefit in this research is to become a reference material in the study of management science, especially in the development of marketing management regarding consumer behavior and benefits for retailers or developers in making decisions regarding strategies in developing an integrated shopping center. This research method uses a quantitative approach. The population in this study were loyal visitors to Tunjungan Plaza Surabaya Mall. sampling technique with the criteria of customers being at least 18-65 years old, domiciled in Surabaya, and have visited and shopped at Tunjungan Plaza Surabaya at least 3 times in the last 1 year. Collecting data using a questionnaire to 110 respondents. The analytical technique used is multiple linear regression analysis with the help of SPSS 24 software. The results showed that the variables that had the greatest influence were customer satisfaction on customer loyalty of 0.672; the variable that has the second largest influence is hedonic value on customer satisfaction of 0.452; the third largest is the utilitarian value variable on customer satisfaction of 0.365; the fourth largest is the selection variable to the utilitarian value of 0.349; the fifth largest is the entertainment variable to the hedonic value of 0.301; the sixth largest is the social status variable to the hedonic value of 0.260; the seventh largest is the customized product variable to the utilitarian value of 0.249; the eighth largest is the convenience variable to the utilitarian value of 0.248; the ninth largest is the place attachment variable to the hedonic value of 0.184; and the tenth largest is the exploration variable to the hedonic value of 0.182. Keywords : Selection, Convenience, Customized product, Entertainment, Exploration, Place Attactment, Social status, Utilitarian value, Hedonic value, Customer satisfaction, Customer loyalty Reference: 42 (1990 – 2018)

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