Analisis pengaruh persepsi nilai loyalitas, program loyalitas, citra toko dan kepuasan pelanggan terhadap loyalitas pelanggan hypermart di Surabaya

Tedamu, Priska Marlangen (2015) Analisis pengaruh persepsi nilai loyalitas, program loyalitas, citra toko dan kepuasan pelanggan terhadap loyalitas pelanggan hypermart di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Growth of retail business in Indonesia showed significant figures. In this case requires retail companies to be able to meet customer needs and adjusts the customer desires so campanies must be able to detect what the market needs and desiresof consumers. Hypermart is one retail company that is engaged in general trading and retail services that provide basic needs and daily necessities. The purpose of this study was to determine and evaluate: (1) the influence of the variables were significant between value perception of loyalty to the program loyalty, (2) the effect of the variables were significant between program loyalty to the store image, (3) the influence of the variables were significant between programs loyalty on customer loyalty, (4) the effect of the variables were significant between store image on customer loyalty, and (5) the effect of the variables were significant between customer satisfaction to customer loyalty Hypermart in Surabaya owner HiCard. The sample used in this study are customers Hypermart who have aged 18-60 years, domiciled in Surabaya, have a membership HiCard Hypermart, and has been making purchases in Hypermart Surabaya more than two times in the last 1 month. Samples were taken by using technique a judgement sampling. The data analysis technique used in this study is Linear Regression Test. The results in this study showed that variable perception of loyalty significant effect on program loyalty of 0.683 with a direct positive direction. Program Loyalty significantly effect on store image of 0.813 with a direct positive direction. Variable program loyalty have a significant effect on customer loyalty of 0.187 with a direct positive direction. Store image have a significant effect on customer loyalty of 0.153 with a direct positive direction. Customer satisfaction have a significant effect on customer loyalty of 0.493 with a direct positive direction / Pertumbuhan bisnis ritel di Indonesia menunjukkan angka yang cukup signifikan. Dalam hal ini menuntut perusahaan ritel untuk dapat memenuhi kebutuhan pelanggan dan menyesuaikan keinginan pelanggan sehingga perusahaan harus mampu mendeteksi apa yang menjadi kebutuhan pasar dan keinginan konsumen. Hypermart adalah salah satu perusahaan ritel yang bergerak dalam bidang perdagangan umum dan jasa eceran yang menyediakan kebutuhan pokok dan kebutuhan sehari-hari Tujuan penelitian ini adalah untuk mengetahui dan mengevaluasi : (1) pengaruh signifikan antara variabel persepsi nilai loyalitas terhadap program loyalitas pelanggan; (2) pengaruh signifikan antara variabel program loyalitas terhadap citra toko; (3) pengaruh signifikan antara variabel program loyalitas terhadap loyalitas pelanggan; (4) pengaruh signifikan antara variabel citra toko terhadap loyalitas pelanggan; dan (5) pengaruh signifikan antara variabel kepuasan pelanggan terhadap loyalitas pelanggan Hypermart Pemilik Kartu HiCard di Surabaya. Sampel yang digunakan pada penelitian ini adalah pelanggan Hypermart Surabaya yang memiliki usia 18-60 tahun, berdomisili di Surabaya, memiliki kartu HiCard, dan telah melakukan transaksi pembelian di Hypermart Surabaya lebih dari dua kali dalam satu bulan terakhir. Sampel yang diambil dengan menggunakan teknik Judgement Sampling. Teknik analisa data yang digunakan pada penelitian ini adalah Uji Regresi Linier. Hasil penelitian menunjukkan bahwa Persepsi Nilai Loyalitas berpengaruh signifikan terhadap Program Loyalitas secara langsung sebesar 0.683 dengan arah positif. Program Loyalitas berpengaruh signifikan terhadap Citra Toko secara langsung sebesar 0.813 dengan arah positif. Program Loyalitas berpengaruh signifikan terhadap loyalitas pelanggan secara langsung sebesar 0.187 dengan arah positif. Citra Toko berpengaruh signifikan terhadap loyalitas pelanggan secara langsung sebesar 0.153 dengan arah positif. Kepuasan Pelanggan berpengaruh signifikan terhadap Loyalitas Pelanggan secara langsung sebesar 0.493 dengan arah positif

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