Manajemen in-store logistik : suatu perspektif dalam layanan bisnis ritel pada perusahaan pt x di Jakarta

Akbar, Ninov Reczha Valian (2016) Manajemen in-store logistik : suatu perspektif dalam layanan bisnis ritel pada perusahaan pt x di Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Loyalitas pelanggan dianggap menjadi bagian yang sangat penting pada pengulangan pembelian pada pelanggan.Para ahli menjelaskan, loyalitas pelanggan memiliki korelasi yang positif dengan performa bisnis khususnya di dalam bisnis ritel. Selain itu loyalitas pelanggan tidak hanya meningkatkan nilai dalam bisnis, tetapi juga dapat menarik pelanggan baru. Penerapan logistik dalam perkembangannya hingga kini merupakan suatu ilmu yang mendapat perhatian khusus. Dengan adanya penerapan manajemen logistik yang baik di dalam bisnis, akan membentuk pola yang efektif baik secara tata letak dan pendistirbusian barang sehingga memberikan perspektif yang positif kepada pelanggan. Oleh karena itu, manajemen in store logistic menjadi suatu perspektif baru dalam layanan ritel yang berguna memberikan kepuasan pada pelanggan. Selain itu store image salah satu bagian penting untuk memberikan nilai lebih bagi konsumen. Store image di ibaratkan sebagai karakteristik dari sebuah toko tersebut sehingga memilki dampak yang positif dalam persepsi konsumen. Penelitian ini bertujuan untuk menguji pengaruh in-store logistic terhadap customer satisfaction yang di mediasi oleh store image. Data yang digunakan dalam penelitian ini merupakan data primer yang diperoleh dengan cara menyebarkan kuesioner kepada karyawan di PT X daerah Kenari - Jakarta Pusat yaitu sebanyak 200 responden. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model – Partial Least Square (SEM-PLS) dengan bantuan aplikasi SmartPLS 3.0. Hasil penelitian menunjukkan bahwa in-store logistic berpengaruh positif dan signifikan terhadap customer satisfaction. Selain itu, variabel mediator yaitu store image memiliki peran mediasi penuh atas pengaruh in-store logistic terhadap customer satisfaction. Hasil positif yang diberikan kedua variabel tersebut menandakan bahwa perusahaan yang menerapkan in-store logistic dan membangun store image mampu meningkatkan kepuasan pelanggan khususnya dalam bidang ritel / Customer loyalty is considered to be a very important part in the repetition of purchase on customer. Researchers explain that customer loyalty has a positive correlation with business performance, especially in the retail business. Besides customer loyalty not only increases the value of the business, but also to attract new customers. Application of logistics in its development up to now is a science which receive special attention. With the implementation of logistics management both within the business, will form an effective pattern of both layout and effective distribution to provide a positive customer perspective. Therefore, the management of in-store logistics into a new perspective in retail services that are useful to provide satisfaction in customer. Beside it, store image is one important part to provide more value for consumers. Store image described as the characteristic of a store that has an positive impact on consumer perception. This study aimed to examine the effect of in-store logistics to customer satisfaction that is mediated by the store image. The data used in this study are primary data obtained by distributing questionnaires to employees in PT X Kenari - Central Jakarta with 200 respondents. Methods of data analysis used in this research is Structural Equation Model - Partial Least Square (PLS-SEM) with SmartPLS 3.0 application. The results showed that in-store logistics has positive and significant impact on customer satisfaction. And mediator variables that store image has a full mediating role on the influence of in- store logistics to customer satisfaction. Positive results are given both these variables indicates that companies are implementing in-store logistics and build store image is able to improve customer satisfaction, especially in retail

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