Analisis pengaruh price sensitivity, variety of product, shopping enjoyment, dan privacy concern terhadap loyalty program dan customer loyalty dari pelanggan ranch market di Surabaya

Laksmi, Vike Ayu (2017) Analisis pengaruh price sensitivity, variety of product, shopping enjoyment, dan privacy concern terhadap loyalty program dan customer loyalty dari pelanggan ranch market di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Pada saat ini, bisnis ritel seperti hypermarket, supermarket dan minimarket di Indonesia menunjukkan perkembangan yang cukup signifikan dari tahun ke tahun. Maka dari itu para peritel harus terus berkembang agar dapat memenuhi kebutuhan pelanggan pada zaman yang terus maju ini. Ranch Market adalah salah satu perusahaan ritel yang terus bertumbuh menjadi salah satu yang terbaik dalam bidang kesehatan dan gaya hidup konsumen menengah dan atas, yang menyediakan berbagai variasi kebutuhan sehari – hari. Penelitian ini ditujukan untuk mengetahui dan menganalisa pengaruh variabel Price Sensitivity, Variety of Product, Shopping Enjoyment, Privacy Concern terhadap Loyalty Program dan Customer Loyalty dari pelanggan Ranch Market di Surabaya. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 105 responden yang berjenis kelamin laki – laki dan perempuan, berdomisili di Surabaya, dengan batasan usia 18 – 60 tahun. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Hasil analisis menunjukkan bahwa Statistical product and service solutions (SPSS) dengan software 22.0 sebagai softwere untuk mengolah data. Temuan empiris tersebut mengindikasikan bahwa pengaruh Loyalty Program terhadap Customer Loyalty memiliki koefisien regresi paling tinggi dengan nilai sebesar 0.610. Variety of Product memiliki pengaruh terhadap Loyalty Program dengan koefisien regresi sebesar 0.271. Shopping Enjoyment memiliki pengaruh terhadap Loyalty Program dengan koefisien regresi sebesar 0.207. Privacy Concern memiliki pengaruh terhadap Loyalty Program dengan koefisien regresi sebesar 0.205. Price Sensitivity memiliki pengaruh terhadap Loyalty Program dengan koefisien regresi sebesar 0.103 / In the present, retail business such as hypermarkets, supermarkets and minimarkets in Indonesia showing significant growth from year to year. Therefore, retailers should continue to grow in order to meet the needs of customers in this advanced era. Ranch Market is one of the fastest growing retail companies to become one of the best in the health and lifestyle of middle and upper consumers, providing a variety of daily needs. This research is aimed to know and analyze the influence of Price Sensitivity, Variety of Product, Shopping Enjoyment, Privacy Concern toward Loyalty Program and Customer Loyalty from Ranch Market customers in Surabaya. The sample used in this study is based on data from 105 respondents of male and female sex, domiciled in Surabaya, with the age limit of 18-60 years. For processing and analyzing data in this research is by using SPSS as a software to process data. The analysis result shows that Statistical Product and Service Solutions (SPSS) with software 22.0 as software to process data. These empirical findings indicate that the influence of Loyalty Program on Customer Loyalty has the highest regression coefficient with a value of 0.610. Variety of Product has an influence on Loyalty Program with regression coefficient of 0.271. Shopping Enjoyment has an influence on Loyalty Program with regression coefficient of 0.207. Privacy Concern has an influence on Loyalty Program with regression coefficient of 0.205. Price Sensitivity has an influence on Loyalty Program with regression coefficient of 0.103

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