ANALISIS ATRIBUT - ATRIBUT TOKO YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP TOKO (STORE LOYALTY) ( Studi Kasus Toko Swalayan SARINAH Tlogosari Semarang )

Lestari, Elise Nugrahani (2002) ANALISIS ATRIBUT - ATRIBUT TOKO YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP TOKO (STORE LOYALTY) ( Studi Kasus Toko Swalayan SARINAH Tlogosari Semarang ). Masters thesis, program Pascasarjana Universitas Diponegoro.

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Abstract

Dalam mencennati persaingan bisnis yang semakin tajam, riteler dituntut untuk mencari solusi yang tepat guna agar perusahaan dapat bertahan, bersaing dan menguasai pasar. Kenichi Ohmae (1986) mengemukakan penjual dapat menjadi unggul bila memiliki atau mengetahui bagaimana cam menciptakan sikap yang positip kepada konsumen. Kondisi dimana konsumen mempunyai sikap positip terhadap toko, mempunyai komitmen terhadap toko dan bermaksud meneruskan pembelian di masa yang akan datang dinyatakan sebagai loyalitas konsumen terhadap toko. Kriteria evaluasi konsumen tentang atribut toko merupakan faktor yang dapat menciptakan loyalitas konsumen terhadap toko. Berdasarkan latar belakang penelitian, maka dikembangkan suatu permasalahan dalam penelitian. Adapun permasalahan dalam penelitian ini adalah : bagaimana pengaruh atribut-atribut toko (lokasi, kualitas produk, harga, iklan dan promosi penjualan, kualitas pelayanan) terhadap loyalitas konsumen dan bagaimana secara simultan atribut-atribut toko tersebut berpengaruh terhadap loyalitas konsumen. Untuk menjawab permasalahan tersebut, maka dikembangkan model penelitian yang terdiri dari 5 (lima) variabel independen (lokasi, kualitas produk, harga, iklan dan promosi penjualan, kualitas pelayanan) dan 1 (satu) variabel dependen (loyalitas konsumen) dengan 6 (enam) hipotesis yang akan diuji. Analisas data terhadap 100 responden yang telah berbelanj a di toko swalayan SARTNAH Tlogosari dilakukan dengan alat analisis regresi tinier berganda melalui program SPSS 10.0. Basil analisis data menunjukan bahwa hanya hipotesis kualitas produk dan kualitas pelayanan yang dapat diterima. Sedangkan hipotesis lokasi, harga, iklan dan promosi penjualan ditolak. Namun demikian hipotesis mengenai lokasi, kualitas produk, harga, iklan dan promosi penjualan, kualitas pelayanan secara simultan berpengaruh dan signifikan terhadap loyalitas konsumen diterima. Penelitian ini juga memberikan implikasi kebijakan bagi manajemen toko swalayan SARINAH Tlogosari. Adapun keterbatasan penelitian dan agenda untuk penelitian mendatang dapat dijadikan acuan bagi penelitian selanjutnya.In the business competition, retailer is forced to searching for an appropriate solution in order that the company will survive, competitive, and control the market. Kenichi Ohmae (1986) stated a superior seller have to know about the method of creating a positive attitudes to the consumer. A condition where consumer has a positive attitudes to the store, having a commitment with the store and intend to continue to buy it in the future, are know as store loyalty. The consumer evalution criterion about store attitudes is a factor in creating store loyalty. The problem in this research are, how will the store attributes (location, the quality of product, price, advertisement and sales promotion, and quality of service) affect the store loyalty and how will the store attributes simultaneously affect the store loyalty , are developed based on the research background. To answer that problem, developed research models consist of five independent variable (location, the quality of product, price, advertisement and sales promotion, and quality of service), one dependent variable (consumer loyalty), responder of Sarinah Swalayan at Tlogosari are held using double regression linear analysis tool through SPSS 10.0 program. The result of the analysis showed the quality of product hypothesis and the quality of service were significantly proved having a positive relation with store loyalty so that both hypothesis were acceptable. In contrary, the location, price, advertisement and sales promotion were rejected because insignificant. However, those hypothesis simultaneosly proved affect the consumer loyalty and significant. The research also gave implicit policy to the management of Sarinah Swalayan. The limitation of the research and the future research agenda for the next research are acceptable as references for next research.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Postgraduate Program > Master Program in Management
ID Code:8965
Deposited By:Mr UPT Perpus 1
Deposited On:21 Apr 2010 19:34
Last Modified:21 Apr 2010 19:34

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