Analisis pengaruh service quality, product quality, dan perceived value terhadap customer loyalty melalui customer satisfaction pada pelanggan Sogo department store di Surabaya

Go, Vernando (2020) Analisis pengaruh service quality, product quality, dan perceived value terhadap customer loyalty melalui customer satisfaction pada pelanggan Sogo department store di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Munculnya department store ke berbagai daerah telah menyebabkan perubahan gaya hidup masyarakat, sehingga kegiatan berbelanja di department store menjadi salah satu indikator status sosial yang dimiliki oleh seseorang. SOGO Co., Ltd adalah salah satu perusahaan yang mempunyai peranan besar dalam industri retail Indonesia, khususnya dalam industri department store. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Service Quality, Product Quality, dan Perceived Value terhadap Customer Loyalty melalui Customer Satisfaction. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Customer Satisfaction sehingga meningkatkan Customer Loyalty yang pada akhirnya akan meningkatkan transaksi berkelanjutan dari pelanggan SOGO department store di Surabaya. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SEM. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 120 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili Surabaya, dan pernah membeli di SOGO department store minimal dua kali dalam tiga bulan terakhir. Hasil penelitian menunjukkan bahwa variabel Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.621; variabel Product Quality berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.693; variabel Perceived Value berpengaruh signifikan terhadap Customer Satisfaction dengan koefisien regresi sebesar 0.457; dan variabel Customer Satisfaction berpengaruh signifikan terhadap Customer Loyalty dengan koefisien regresi sebesar 0.992 / The emergence of department stores to various regions has led to changes in people's lifestyles, so that shopping at department stores becomes an indicator of a person's social status. SOGO Co., Ltd is a company that has a big role in the Indonesian retail industry, especially in the department store industry. This study aims to determine how the influence of Service Quality, Product Quality, and Perceived Value on Customer Loyalty through Customer Satisfaction. The expected benefit from this research is to increase knowledge in the field of management, especially how much influence Customer Satisfaction will have, thereby increasing Customer Loyalty which in turn will increase sustainable transactions from SOGO department store customers in Surabaya. This research is a causal research. The research method used is a quantitative method with data processing using SEM. Data collection was carried out by distributing questionnaires to 120 respondents with the characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, and had purchased at SOGO department store at least twice in the last three months. The results showed that the Service Quality variable had a significant effect on Customer Satisfaction with a regression coefficient of 0.621; Product Quality variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.693; Perceived Value variable has a significant effect on Customer Satisfaction with a regression coefficient of 0.457; and the Customer Satisfaction variable has a significant effect on Customer Loyalty with a regression coefficient of 0.992

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