Analisis faktor-faktor yang memengaruhi customer satisfaction dalam membentuk repurchase intention pelanggan ace hardware di Surabaya

Siahaya, Janice Carysa (2019) Analisis faktor-faktor yang memengaruhi customer satisfaction dalam membentuk repurchase intention pelanggan ace hardware di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Sektor industri ritel merupakan salah satu pemasaran produk penjualan barang langsung kepada konsumen. Secara umum industri ritel adalah kegiatan usaha menjual berbagai macam barang untuk dikonsumsi langsung dan tidak langsung. Dalam mata rantai perdagangan, bisnis ritel terdapat pada bagian paling akhir dari proses distribusi barang dan jasa. Oleh karena itu hadirnya Ace Hardware sangat berpengaruh dalam perkembangan industry ritel, khususnya di Surabaya. Penelitian ini ditujukan untuk menganalisa pengaruh variabel merchandise value, internal shop environment, interaction with staff, merchandise variety, presence interaction other customers, in-shop emotions terhadap repurchase intention melalui customer satisfaction pelanggan Ace Hardware di Surabaya. Sampel yang digunakan pada penelitian ini yaitu pada laki-laki dan wanita, berusia 18-65 tahun yang tinggal di kota Surabaya sejumlah 140 responden yang melakukan pembelian untuk keperluan pribadi dan pernah melakukan pembelian dalam kurun waktu 2 kali dalam 3 bulan terakhir. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS 22 sebagai software untuk mengolah data. Temuan empiris tersebut mengindikasi bahwa hubungan merchandise value memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.173, internal shop environment memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.166, interaction with staff memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.433, merchandise variety memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.109, presence interaction other customers tidak memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.023, in-shop emotions memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.149, in-shop emotions memiliki pengaruh terhadap customer satisfaction dengan koefisian regresi sebesar 0.149, customer satisfaction memiliki pengaruh terhadap repurchase intention dengan koefisian regresi sebesar 0.322 / The retail industry sector is one of the marketing products which selling goods directly to consumers. In general the retail industry is a business activity selling various kinds of goods for direct and indirect consumption. In the trade chain, retail business is at the very end of the distribution process of goods and services. Therefore the presence of Ace Hardware is very influential in the development of the retail industry, particulary in Surabaya. This study aims to analyze the effects of variables such as Merchandise Value, Internal Shop Environment, Interaction With Staff, Merchandise Variety, Presence Interaction Other Customers, In-shop Emotions towards Repurchase Intentions through Customer Satisfaction of the customers of the Ace Hardware in Surabaya. The sample in this study is men and women, aged 18-65 who live in Surabaya. Total respondents who make purchase for personal needs and have made purchases within 2 times in the last 3 months. Data were analysed using the SPSS 22. The results of the study show that there was a relationship of several variables, among others Merchandise Value towards Customer Satisfaction with a regression coefficient of 0.173, Internal Shop Environment towards Customer Satisfaction with a regression coefficient of 0.166, Interaction With Staff towards Customer Satisfaction with a regression coefficient of 0.433, Merchandise Variety towards Customer Satisfaction with a regression coefficient of 0.109, Presence Interaction Other Customers have no influence on Customer satisfaction with a regression coefficient of 0.023, In-shop Emotions towards Customer Satisfaction with a regression coefficient of 0.149, Customer Satisfaction towards Repurchase Intentions with a regression coefficient of 0.322

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