Aurelia, Christina (2020) Analisis pengaruh innovative service, novel offering, creative promotion, new experience terhadap patronage intention melalui perceived value pada pelanggan Transmart hypermarket Rungkut di Surabaya. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Gelombang industri 4.0 memberi dampak besar bagi industri ritel Indonesia. Kondisi ritel yang saat ini semakin menurun ini membuat beberapa ritel modern yang cukup besar mengevaluasi strategi mereka dan menyesuaikan dengan perkembangan zaman. Peritel yang terus melakukan ekspansi ini adalah Carrefour, Transmart. Walaupun keadaan ritel yang menurun, Transmart merasa cara untuk tidak tergerus, dengan membuka toko atau membuka peluang. Transmart terus akan berusaha menyediakan produk dan layanan yang tidak disediakan oleh e-commerce. Tujuan penelitian ini ditujukan untuk menganalisis pengaruh variabel innovative services, novel offering, creative promotion dan perceived value terhadap patronage intention. Dalam meningkatkan Perceived Value dan Patronage Intention yang positif maka sampel yang digunakan dalam penelitian ini yaitu pengunjung Transmart Rungkut Surabaya yang berusia 18-60 tahun baik pria maupun wanita, berdomisili di Surabaya, pernah melakukan pembelanjaan di Transmart Rungkut Surabaya minimal 2 kali dalam enam bulan terakhir. Penelitian ini menggunakan 100 responden dan Amos 20.0 untuk mengolah data. Hasil penelitian menunjukan bahwa variabel yang memiliki pengaruh terbesar adalah innovative service terhadap perceived value dengan nilai koefisien regresi 0,616 dan nilai C.R 2,407, pengaruh terbesar kedua adalah novel offering terhadap perceived value dengan nilai koefisien regresi 0,377 dan nilai C.R 2,009 / Industry 4.0 has a big impact on the Indonesian retail industry. The condition of retail, which is currently decreasing, has made some large modern retailers evaluate their strategies and adapt to the times. Retailers that continue to expand are Carrefour, Transmart. Despite the decline in retail conditions, Transmart feels the way not to be eroded, by opening shops or opening opportunities. Transmart will continue to strive to provide products and services that are not provided by e-commerce. The purpose of this study was to analyze the influence of variables innovative services, novel offering, creative promotion and perceived value on patronage intention. In increasing Perceived Value and Patronage Intention, the sample used in this study is the 18-60 years old visitor of Transmart Rungkut Surabaya, both male and female, domiciled in Surabaya, and has made purchases at Transmart Rungkut Surabaya at least 2 times in the last six months. This study used 100 respondents and Amos 20.0 to process data. The results showed that the variable that had the greatest influence was innovative service on perceived value with a regression coefficient of 0.616 and a CR value of 2.407, the second largest effect was novel offering on perceived value with a regression coefficient of 0.377 and a CR value of 2.009.
Item Type: | Thesis (Bachelor) | ||||||||||||
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Uncontrolled Keywords: | innovative service; novel offering; creative promotion; new experience; perceived value; patronage intention | ||||||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management Current > Faculty/School - UPH Surabaya > Business School > Management |
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Depositing User: | Users 4792 not found. | ||||||||||||
Date Deposited: | 27 Oct 2020 07:51 | ||||||||||||
Last Modified: | 27 Oct 2020 07:51 | ||||||||||||
URI: | http://repository.uph.edu/id/eprint/11282 |
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