Analisis pengaruh salesPpople, enviroment, assortment dan promotion terhadap satisfaction, value for money dan loyalty intention pada pelanggan Hartono Elektronika di Surabaya

Putra, Fandy (2020) Analisis pengaruh salesPpople, enviroment, assortment dan promotion terhadap satisfaction, value for money dan loyalty intention pada pelanggan Hartono Elektronika di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri Ritel merupakan industri yang strategis dalam kontribusinya terhadap perekonomian di Indonesia. Dalam konteks global, potensi pasar ritel Indonesia tergolong cukup besar. Selain itu, di lihat dari sisi pengeluaran, GDP yang ditopang oleh pola konsumsi juga memiliki hubungan erat dengan industri ritel. Hal inilah yang di yakini menjadi daya dorong pemulihan pertumbuhan ekonomi Indonesia pasca Krisis yang di alami pada tahun 1998 ( Saidani dan Arifin, 2012 ). Pada tahun 2015 akan dimulai pembukaan pasar bebas Asean, bukan hanya masyarakat dari negara Asean yang akan masuk ke Indonesia, namun juga peritel dari seluruh negara-negara Asean. Sehingga secara demografi, ritel modern semakin dibutuhkan oleh masyarakat dimana seharusnya dalam iklim bisnis pasar bebas semua pihak yang bersaing secara sehat memberikan apa yang punya kepada para konsumen. Hartono elektronika adalah industry ritel yang bergerak dibidang barang elektronika yang menyediakan barang yang cocok bagi konsumenya Penelitian ini ditujukan untuk menganalisa suatu variable satisfaction, value for money, loyalty intention, salespeople, environment, assortment, promotion. Dalam meningkatkan Loyalty intention yang positif maka sampel yang digunakan dalam penelitian ini yaitu pelanggan Hartono Elektronika berusia 18- 60 tahun baik pria maupun wanita, berdomisili Surabaya, dan pernah melakukan transaksi pembelian di hartono elektronika minimal 1 kali dalam setahun. Penelitian ini menggunakan 154 responden dan Amos 22.0 untuk mengolah data / The retail industry is a strategic industry in its contribution to the economy in Indonesia. In the global context, the potential for the Indonesian retail market is quite large. In addition, in terms of expenditure, GDP, which is supported by consumption patterns, also has a close relationship with the retail industry. This is what is believed to be the driving force for the recovery of Indonesia's economic growth after the crisis experienced in 1998 (Saidani and Arifin, 2012). In 2015, the opening of the Asean free market will begin, not only for people from Asean countries to enter Indonesia, but also retailers from all Asean countries. So that demographically, modern retail is increasingly needed by society where in a free market business climate all parties who compete fairly give what they have to consumers. Hartono Elektronik is a retail industry engaged in electronic goods that provides goods that are suitable for consumers This study aims to analyze a variable satisfaction, value for money, loyalty intention, salespeople, environment, assortment, promotion. In increasing positive Loyalty intention, the sample used in this study is Hartono Elektronika customers aged 18-60 years, both male and female, domiciled in Surabaya, and have made purchase transactions at electronic hardware at least once a year. This study used 154 respondents and Amos 22.0 to process data

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