Analisis pengaruh environmental dan nonenvironmental terhadap customer engagement dan customer loyalty pada pelanggan alfamart di Surabaya

Benu, Suzan Caroline (2016) Analisis pengaruh environmental dan nonenvironmental terhadap customer engagement dan customer loyalty pada pelanggan alfamart di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Pasar ritel modern telah berkembang secara pesat khususnya di Indonesia, demikian juga dengan jumlah perusahaan ritel modern. Di Indonesia sendiri terdapat beberapa perusahaan yang berkuasa di pasar. Alfamart merupakan salah satu dari dua perusahaan yang merupakan penguasa pasar ritel modern di Indonesia. Meskipun terdapat banyak perusahaan yang bergerak di industri bisnis, Alfamart tetap dapat menjaga sehingga para pelanggannya dapat tetap setia dan memilih Alfamart dibanding toko ritel lainnya di Indonesia. Tujuan dari penelitian ini adalah untuk menentukan pengaruh dari service quality, merchandise quality, store environment, convenience, assortment, promotion, product price, store reputation dan word of mouth terhadap customer engagement dan customer loyalty pada pelanggan Alfamart di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah menambahkan kontribusi pada ilmu dalam bidang manajemen, khususnya mengenai seberapa besar pengaruh dari service quality, merchandise quality, store environment, convenience, assortment, promotion, product price, store reputation dan word of mouth dapat meningkatkan customer loyalty sehingga dapat meningkatkan daya saing dan kesuksesan dari perusahaan dalam jangka panjang. Penelitian ini menggunakan pendekatan kuantatif untuk teknik analisis Structural Equation Model (SEM) dan AMOS 22.0 software. Kuesioner didistribusikan kepada 185 responden dimana karakteristiknya antara lain berjenis kelamin pria dan wanita yang berusia antara 18 – 60 tahun, berdomisili di Surabaya, serta setidaknya telah berbelanja di Alfamart sebanyak dua kali dalam satu bulan terakhir. Metode sampling yang digunakan dalam penelitian ini adalah non-probability sampling. Hasil menunjukan bahwa service quality berpengaruh positif tidak signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,03, merchandise quality berpengaruh positif tidak signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,109, store environment berpengaruh positif tidak signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,056, convenience berpengaruh positif tidak signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,166, assortment berpengaruh positif tidak signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,039, promotion berpengaruh positif signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,279, product price berpengaruh berpengaruh positif signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,209, store reputation berpengaruh positif signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,415, word of mouth berpengaruh positif signifikan terhadap customer engagement dengan nilai koefisien regresi sebesar 0,247, customer engagement berpengaruh positif signifikan terhadap customer loyalty dengan nilai koefisien regresi sebesar 0,812 / The market of modern retail has been grown rapidly especially in Indonesia as well as numbers of modern retail company. In Indonesia alone there are several leaders of the market. Alfamart is one of the top two biggest leader in Indonesia. Despite there are so many companies which are in the same business industry, Alfamart can maintain that the customers are still loyalty and prefer to choose them instead of all the other modern retail store in Indonesia. The purpose of this study was to determine the effect of service quality, merchandise quality, store environment, convenience, assortment, promotion, product price, store reputation and word of mouth on customer loyalty through customer engagement of the customer of Alfamart in Surabaya. The expected benefits of this research is to add contributions to science in the field of management, especially how big the influence of service quality, merchandise quality, store environment, convenience, assortment, promotion, product price, store reputation and word of mouth can increase the customer loyalty that that can gain the competitiveness and success of the company in the long run. This study uses a quantitative approach to the analysis technique of Structural Equation Model (SEM) and the AMOS 22.0 software. The questionnaire distributed to 185 respondents in the sample in which the characteristics of respondents which consists of men and women in the age range 18-60 years, consumers who live in Surabaya, at least has shopped in Alfamart for two times in the last one month. The sampling method used in this research that is non - probability sampling. The results showed that Service Quality has insignificant positive effect on the customer engagement with regression coefficient of 0.03, merchandise quality has insignificant positive effect on the customer engagement to the value of regression coefficient of 0.109, store environment has insignificant positive effect on the customer engagement with the value of regression coefficient of 0.056, convenience has insignificant positive effect on customer engagement with regression coefficient of 0.166, assortment has insignificant positive effect on customer engagement with regression coefficient for 0.039, promotion has significant positive effect on customer engagement to the value of the coefficient Regression of 0.279, product price has significant positive effect on the customer engagement with the value of regression coefficient of 0.209, store reputation has significant positive effect on the customer engagement with regression coefficient of 0.415, word of mouth has significant positive effect on customer engagement with regression coefficient by 0.247, customer engagement has significant positive effect on customer loyalty with regression coefficient of 0.812

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