Analisis pengruh marketing mix 7-p terhadap customer loyalty melalui customer satisfaction pada konsumen ace hardware di Surabaya

Helmy, Ibnu Walid (2018) Analisis pengruh marketing mix 7-p terhadap customer loyalty melalui customer satisfaction pada konsumen ace hardware di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Dewasa ini, perkembangan industri ritel di Indonesia semakin pesat. Bisnis ritel di Indonesia termasuk yang berkembangnya paling cepat jika dibandingkan di negara lain. Namun, dengan semakin besarnya antusiasme masyarakat terhadap bisnis ritel, maka persaingan di antara para pemilik industri ritel pun semakin ketat. Salah satu pesaing yang eksistensinya semakin nyata dalam industri ritel saat ini adalah Ace Hardware, yang merupakan retailer yang menyediakan perlengkapan rumah dan penunjang gaya hidup yang sangat lengkap dan variatif. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Marekting Mix 7P (Distribution, Promotion, Product Quality, Product Innovation, Price, Service Quality, dan Physical Evidence) terhadap Customer Satisfaction melalui Customer Loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh marketing mix 7P sehingga meningkatkan customer loyalty yang pada akhirnya akan meningkatkan pembelian aktual dari perusahaan ritel Ace Hardware di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 165 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Ace Hardware Surabaya dan pernah melakukan pembelian di Ace Hardware Surabaya minimal 2 kali dalam 1 tahun. Hasil penelitian menunjukkan bahwa Distribution dengan tingkat signifikan sebesar 0.840 tidak mempengaruhi Customer Satisfaction; Promotion dengan tingkat signifikan sebesar 0.929 dan Product Quality dengan tingkat signifikan sebesar 0.783, juga mengartikan bahwa kedua variabel tersebut juga tidak mempengaruhi Customer Satifaction secara signifikan. Sementara Product Innovation dengan tingkat signifikan sebesar 0.00 mempengaruhi Customer Satisfaction; Price dengan tingkat signifikan sebesar 0.00, Service Quality dengan tingkat signifikan sebesar 0.00, dan Physical Evidence dengan tingkat signifikan sebesar 0.008 secara signifikan mempengaruhi Customer Satisfaction; Customer Satisfaction dengan tingkat signifikan sebesar 0.00 mempengaruhi Customer Loyalty / Todays, the development of the retail industry in Indonesia is growing rapidly. Retail business in Indonesia is among the fastest growing in comparison to other countries. However, with the growing public enthusiasm for retail business, the competition among retail industry owners is getting tighter. One of the competitors whose real existence in the retail industry today is Ace Hardware, which is a retailer that provides home and lifestyle equipment that is very complete and varied. This study aims to find out how the influence of Marketing Mix 7P (Distribution, Promotion, Product Quality, Product Innovation, Price, Service Quality, and Physical Evidence) to Customer Satisfaction through Customer Loyalty. The expected benefit of this research is to increase the repertoire of science in the field of management especially how big the influence of 7P marketing mix so as to increase customer loyalty which will ultimately increase the actual purchase from the Ace Hardware retail company in Surabaya. This research is a causal research. The research method used is quantitative method with data processing using AMOS. Data collection was done by distributing questionnaires to 165 respondents with characteristics of male and female respondents aged 18-60 years, knowing Ace Hardware Surabaya and having made purchases at Ace Hardware Surabaya at least 2 times in 1 year. The results showed that Distribution with a significant level of 0.840 does not affect Customer Satisfaction; Promotion with a significant level of 0.929 and Product Quality with a significant level of 0.783, also means that the two variables also do not affect Customer Satifaction significantly. While Product Innovation with a significant level of 0.00 affects Customer Satisfaction; Price with a significant level of 0.00, Service Quality with a significant level of 0.00, and Physical Evidence with a significant level of 0.008 significantly affects Customer Satisfaction; Customer Satisfaction with a significant level of 0.00 affects Customer Loyalty

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