Analisis pengaruh store image terhadap store Loyalty melalui store satisfaction pada Giant Hypermarket di Surabaya

Sukatama, Audrey Fabrianne (2011) Analisis pengaruh store image terhadap store Loyalty melalui store satisfaction pada Giant Hypermarket di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Saat ini sering ditemukan sejumlah keluhan dari pelanggan yang berbelanja di suatu toko. Salah satunya adalah adanya ketidakpuasan yang dirasakan oleh salah satu pelanggan yang berbelanja di Giant Hypermarket di Surabaya. Selain itu, keluhan tersebut disinyalir akibat kurangnya pembentukan image yang tepat dan kurangnya kepuasan. Adanya fenomena negatif yang terjadi di Giant Hypermarket di Surabaya menarik untuk diteliti. Penelitian sebelumnya mengungkapkan beberapa faktor yang mempengaruhi Store Loyalty adalah Store Image dan Store Satisfaction. Untuk mendapatkan kinerja toko yang baik maka suatu toko harus memperhatikan para pelanggannya. Salah satu masalah yang dihadapi oleh suatu toko adalah tingkat kesetiaan dari para pelanggan terhadap suatu toko. Penelitian ini menjelaskan pengaruh mediasi dari Store Satisfaction dalam kaitannya antara Store Image terhadap Store Loyalty. Seratus lima puluh pelanggan telah memiliki keinginan untuk menjawab suatu self-administered questionnaire. Empat hipotesis telah dianalisis menggunakan Structural Equation Modeling (SEM) dengan menggunakan program Lisrel 8.80. Hasil dari penelitian ini menunjukkan bahwa Store Image berpengaruh secara positif dan signifikan terhadap Store Satisfaction. Store Satisfaction memiliki pengaruh secara positif dan signifikan terhadap Store Loyalty. Store Image berpengaruh secara positif dan signifikan terhadap Store Loyalty. Selanjutnya, Store Satisfaction telah terbukti sebagai variabel mediasi antara Store Image terhadap Store Loyalty. Rekomendasi dari penelitian ini adalah meningkatkan Store Image seperti dengan memberikan diskon-diskon dan promo-promo yang menarik konsumen, sehingga dapat meningkatkan pula Store Satisfaction dan selanjutnya dapat meningkatkan pula Store Loyalty yang dirasakan oleh para pelanggan dari Giant Hypermarket di Surabaya / Nowadays, there are frequently found several complaints from customers who shopped at the store. One of those complaints is the dissatisfaction felt by one of the costumers who shop at Giant Hypermarket in Surabaya. In addition, that complaint allegedly due to lack of proper image formation and lack of satisfaction levels. The existence of negative phenomena that occurring at Giant Hypermarket in Surabaya make interesting for study. Previous studies revealed several factors that influence the Store Loyalty, there are Store Image and Store Satisfaction. To get a good performance of a shop, the shop must pay attention to their customers. One of the problems faced by a store is the level of loyalty from the customers to the store. This study describes the effect of mediation from Store Satisfaction in relation between Store Image on Store Loyalty. One hundred and fifty customers have answered a self-administered questionnaires. Four hypotheses have been analyzed using the Structural Equation Modeling (SEM) using Lisrel 8.80 program. The results of this study indicate that the Store Image has a positive and significant impact on Store Satisfaction. Store Satisfaction has a positive and significant influence on Store Loyalty. Store Image has a positive and significant impact on Store Loyalty. Furthermore, Store Satisfaction has been proven as a mediating variable between Store Image on Store Loyalty. Recommendations of this research is to improve the Store Image like give a discount and promo that attract consumer, thereby increasing Store Satisfaction and furthermore increasing Store Loyalty too that perceived by customers of Giant Hypermarket in Surabaya

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