Jonathan, Edward (2022) Analysis of the effects of product quality, promotion, and location on customer loyalty using customer satisfaction as the mediating variable at PT Multi Niaga Indotama Medan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
In the past 2019, covid-19 had a give a huge impact on many aspect especially economics where people started to be more selective to consume or buy a product in order to balance between expenses and income in which most of people prefer to save more money in order to survive. As time goes by, this condition slowly recover and getting better which this is strongly affect to the economic aspect especially for the people’s purchasing power. As their purchasing power is getting better, people started to buy a product that is considered as secondary or tertiary product. The increasing feeling of product fulfillment, make people started to realize that color really affect their life and some of them consider color as important as could affect the psychology feelings. This habbits automatically affect the wall paint industry where the demand of its started to increase as nowadays, wall paint can be considered as not a secondary but semi-primary needs. This is happen because wall paint does not only give a single effect which give a color and paint those related object, but also it contains various benefit such as beautify and protecting those object from external factors where this is the reason why wall paint is growing rapidly. Then, the increasing demand of wall paint products tend to give a good opportunity in running this business where a lot of new company started to emerge as they are race to invent and innovate various kind of wall paint with different benefit. By seeing the business condition, several big company distribute and sell their product to several retailer store with certain requirement and the fact is wall paint business is identic with retailer store sector of business. Accordance to the system, this will make the retailer store market turn to more competitive and it will make the owner have several difficulties in maintaining their store as retailer store is a business that sell same product and refer as dependent towards subsidiary company. Therefore, the increasing competition in the retailer store sector of business at Medan, force the owners to develop their business by being more selective, creative, and should have an ability to expand the marketing method to the high- tech marketing tools such as social media and digital marketing in order to following the trend, effectively reach the target market with different background, and even could strengthen their store reputation by boost their sales in a very dynamic competitive market. One of the retailer store that located in Medan and will be researched is PT Multi Niaga Indotama where their store is quite exclusive because they are focusing on one core of wall paint brand namely Jotun which competing with competitors that are sell various kind of wall paint products will make PT Multi Niaga Indotama need to explore and find out how they are able to develop and further improve their business strategy in order to have an ability in fulfill different kinds of customers expectations and the success of a store or business, is been measured on how people feel satisfied to the product and even the store which this could change the customers become loyal and vice versa. Primary and secondary data are used in this research where questionnaires are distributed to PT Multi Niaga Indotama Medan’s customers in a total of 100 respondents with the characteristics of male and female respondents aged 18-70 years old, has conducted more than five times purchases, and their background of education that were needed to analyze more the company. This research is a causal research and the method used is quantitative method with the gathered data is analyzed using Structural Equation Model (SEM) with AMOS 22.0 program. Moreover, the sampling method used is non-probability sampling method, namely snowball method. The purpose of this research was to determine the effect of those business strategy factors which consist of Product Quality (PQ), Promotion (P), and Location (L) towards Customer Satisfaction (CS) and Customer Loyalty (CL) at PT Multi Niaga Indotama Medan. In addition, it is to evaluate which between those independent variables has the greatest influence on mediating variable that affected the dependent variable. The result shows that Product Quality has a positive and significant effect to Customer Satisfaction with the regression coefficient value of 0.613; Promotion has a positive and significant effect to Customer Satisfaction with the regression coefficient value of 0.950; Location has a positive and significant effect to Customer Satisfaction with the regression coefficient value of 0.277; Customer Satisfaction has a positive and significant effect to Customer Loyalty with the regression coefficient value of 0.756. / Pada tahun 2019 yang lalu, covid-19 memberikan dampak yang sangat besar pada banyak aspek terutama ekonomi dimana masyarakat mulai lebih selektif dalam mengkonsumsi atau membeli suatu produk agar dapat menyeimbangkan antara pengeluaran dan pendapatan dimana sebagian besar masyarakat lebih memilih untuk menghemat agar dapat bertahan hidup. Seiring berjalannya waktu, kondisi ini perlahan pulih dan membaik yang mana hal ini sangat berpengaruh pada aspek ekonomi khususnya daya beli masyarakat. Seiring dengan membaiknya daya beli masyarakat, masyarakat mulai membeli produk yang dianggap sebagai produk sekunder atau tersier. Meningkatnya keinginan pemenuhan produk, membuat orang mulai menyadari bahwa warna sangat berpengaruh terhadap kehidupan mereka dan beberapa dari mereka menganggap warna berperan penting karena dapat mempengaruhi perasaan psikologis. Kebiasaan ini secara otomatis mempengaruhi industri cat tembok dimana permintaannya mulai meningkat karena saat ini cat tembok dianggap bukan sebagai kebutuhan sekunder melainkan semi primer. Hal ini terjadi karena cat tembok tidak hanya memberikan efek tunggal yang memberi warna dan mengecat benda-benda yang terkait, tetapi juga mengandung berbagai manfaat seperti mempercantik dan melindungi benda-benda tersebut dari faktor eksternal dimana hal inilah yang menjadi alasan mengapa cat tembok berkembang pesat. Meningkatnya permintaan produk cat tembok cenderung memberikan peluang yang baik dalam menjalankan bisnis ini dimana mulai bermunculan perusahaan- perusahaan baru yang berlomba-lomba untuk menciptakan dan berinovasi dalam berbagai jenis cat tembok dengan manfaat yang berbeda-beda. Melihat kondisi bisnis tersebut, beberapa perusahaan besar mendistribusikan dan menjual produknya ke beberapa toko retail dengan persyaratan tertentu dan faktanya bisnis cat tembok identik dengan sektor bisnis toko retail. Sesuai dengan sistem, ini akan membuat pasar toko pengecer menjadi lebih kompetitif dan akan membuat pemilik memiliki beberapa kesulitan dalam mempertahankan tokonya karena toko pengecer adalah bisnis yang menjual produk yang sama dan mengacu pada anak perusahaan. Oleh karena itu, semakin ketatnya persaingan di bidang usaha toko pengecer di Medan, memaksa para pemilik untuk mengembangkan usahanya dengan menjadi lebih selektif, kreatif, dan harus memiliki kemampuan untuk memperluas metode pemasaran ke alat pemasaran berteknologi tinggi seperti media sosial dan pemasaran digital agar dapat mengikuti tren, secara efektif menjangkau target pasar dengan latar belakang yang berbeda, dan bahkan dapat memperkuat reputasi toko mereka dengan meningkatkan penjualan di pasar kompetitif yang sangat dinamis. Salah satu retail store yang berlokasi di Medan dan akan diteliti adalah PT Multi Niaga Indotama dimana tokonya cukup eksklusif karena fokus pada salah satu core brand cat tembok yaitu Jotun dimana mereka akan bersaing dengan kompetitor yang menjual berbagai macam produk cat tembok, hal ini akan membuat PT Multi Niaga Indotama perlu menggali dan mencari tahu bagaimana mereka dapat mengembangkan dan lebih meningkatkan strategi bisnis mereka agar memiliki kemampuan dalam memenuhi berbagai macam harapan pelanggan dan keberhasilan sebuah toko atau bisnis, diukur pada bagaimana orang merasa puas terhadap produk dan bahkan toko tersebut dapat mengubah pelanggan menjadi loyal dan sebaliknya. Data primer dan sekunder digunakan dalam penelitian ini dimana kuesioner disebarkan kepada pelanggan PT Multi Niaga Indotama Medan sebanyak 100 responden dengan karakteristik responden pria dan wanita berusia 18-70 tahun, telah melakukan pembelian lebih dari lima kali, dan latar belakang pendidikan mereka yang diperlukan untuk menganalisis lebih dalam mengenai perusahaan. Penelitian ini merupakan penelitian kausal dan metode yang digunakan adalah metode kuantitatif dengan data yang terkumpul dianalisis menggunakan Structural Equation Model (SEM) dengan program AMOS 22.0. Selain itu, metode pengambilan sampel yang digunakan adalah metode non-probabilitas yaitu metode snowball. Penelitian ini bertujuan untuk mengetahui pengaruh faktor-faktor strategi bisnis yang terdiri dari Kualitas Produk (PQ), Promosi (P), dan Lokasi (L) terhadap Kepuasan Pelanggan (CS) dan Loyalitas Pelanggan (CL) pada PT Multi Niaga. Indotama Medan. Selain itu juga untuk mengevaluasi manakah diantara variabel independen tersebut yang paling besar pengaruhnya terhadap variabel mediasi yang kemudian mempengaruhi variabel dependen. Hasil penelitian menunjukkan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dengan nilai koefisien regresi sebesar 0,613; Promosi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dengan nilai koefisien regresi sebesar 0,950; Lokasi berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dengan nilai koefisien regresi sebesar 0,277; Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan dengan nilai koefisien regresi sebesar 0,756.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | product quality; promotion; location; customer satisfaction; customer loyalty; business strategy | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Medan > Business School > Management Current > Faculty/School - UPH Medan > Business School > Management |
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Depositing User: | Users 28936 not found. | ||||||||
Date Deposited: | 10 Feb 2023 03:18 | ||||||||
Last Modified: | 10 Feb 2023 03:18 | ||||||||
URI: | http://repository.uph.edu/id/eprint/54148 |
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