Analisis pengaruh merchandise value, internal shop environment, interaction with staff, merchandise variety, presence interaction other customers, dan in-shop emotions terhadap intention to repatronage melalui customer satisfaction pada pelanggan MR DIY Tunjungan Plaza Surabaya

Tan, Glorya Christiany (2023) Analisis pengaruh merchandise value, internal shop environment, interaction with staff, merchandise variety, presence interaction other customers, dan in-shop emotions terhadap intention to repatronage melalui customer satisfaction pada pelanggan MR DIY Tunjungan Plaza Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

MR DIY adalah perusahaan ritel yang bergerak dibidang penjualan peralatan rumah tangga dan aksesoris yang berasal dari Malaysia. Walaupun industri ritel terus mengalami peningkatan dari tahun ke tahun, namun persaingan juga tidak dapat dihindari karena jumlah kompetitor pastinya akan terus bertambah. Penelitian ini memiliki tujuan untuk mencari faktor yang berpengaruh terhadap Intention to Repatronage melalui Customer Satisfaction pada pelanggan MR DIY Tunjungan Plaza Surabaya. Penelitian ini bermanfaat bagi industri ritel khususnya yang menjual peralatan rumah tanggan dan aksesoris untuk membuat konsumen menjadi setia dan ingin melakukan transaksi kembali dikemudian hari. Penelitian ini bersifat kausal dan menggunakan metode kuantitatif lalu menggunakan AMOS 22.0 untuk membantu proses pengolahan data primer dari 155 pelanggan MR DIY Tunjungan Plaza Surabaya yang telah dikumpulkan menggunakan teknik snowball sampling. Dalam penelitian ini ditemukan bahwa keinginan untuk melakukan transaksi kembali terhadap industri fashion baru dapat terjadi jika seseorang merasakan kepuasan pelanggan, dimana kepuasan tersebut dipengaruhi oleh Merchandise Variety, Merchandise Value, In-Shop Emotions, Internal Shop Environment, Presence Interaction Other Customers, dan Interaction with Staff. Banyaknya variasi barang yang ditawarkan oleh sebuah toko biasanya membuat konsumen menjadi puas karena mereka dapat memenuhi kebutuhan mereka di waktu dan tempat yang sama. Hal tersebut dapat dibuktikan oleh MR DIY dengan hasil bahwa Merchandise Variety adalah yang paling memberikan pengaruh signifikan terhadap kepuasan pelanggan. Oleh sebab itu, disarankan untuk MR DIY dapat mempertahankan produk yang dimiliki saat ini dan terus mengembangkan lini produknya sesuai dengan tren ataupun keinginan konsumen. / MR DIY is a retail company operating in the sale of household equipment and accessories, originating from Malaysia. Despite the continuous growth in the retail industry over the years, competition is inevitable as the number of competitors is expected to increase. This research aims to identify factors influencing the Intention to Repatronage through Customer Satisfaction among customers of MR DIY Tunjungan Plaza Surabaya. The study is beneficial for the retail industry, particularly those selling household equipment and accessories, in creating customer loyalty and encouraging repeat transactions in the future. The research is causal and employs a quantitative method, utilizing AMOS 22.0 to help in processing primary data from 155 customers of MR DIY Tunjungan Plaza Surabaya, collected through snowball sampling. The findings reveal that the desire for repeat transactions in the retail industry can occur if customers experience satisfaction, influenced by Merchandise Variety, Merchandise Value, In-Shop Emotions, Internal Shop Environment, Presence Interaction with Other Customers, and Interaction with Staff. The abundance of product variations offered by a store typically satisfies consumers as they can meet their needs at the same time and place. This is evidenced by MR DIY, with the result that Merchandise Variety has the most significant influence on customer satisfaction. Therefore, it is recommended for MR DIY to maintain its current product range and continue developing its product line in line with trends or consumer preferences.

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