PENGARUH NILAI PELANGGAN DAN KUALITAS PELAYANAN TERRADAP KEMAMPUAN MEMPERTAHANKAN PELANGGAN DALAM UPAYA PENINGKATAN LOYALITAS PELANGGAN (Pada Pasar Swalayan ADA Majapahit, Semarang)

Sitorus, Jeffer Hawer (2001) PENGARUH NILAI PELANGGAN DAN KUALITAS PELAYANAN TERRADAP KEMAMPUAN MEMPERTAHANKAN PELANGGAN DALAM UPAYA PENINGKATAN LOYALITAS PELANGGAN (Pada Pasar Swalayan ADA Majapahit, Semarang). Masters thesis, Program Pascasarjana Universitas Diponegoro.

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Abstract

Abstract Supermarket is a retail business, where the customers are the key of success in this business. ADA Majapahit Supermarket-Semarang was is established in the tight competition condition. As a retailer, ADA Majapahit Supermarket-Semarang has a duty to fulfill the customers needs, which consists of everyday needs (primary) and secondary needs, such as clothes, etc. The atmosphere of retailer competition is very tight, so it demands ADA Supermarket to apply the ability of maintaining the customers in order to increase the customer's loyalty. Based on the problem background on this research, we develop the research gap, which become the set of problem in this research that is "How does the influence of customer value and service quality to ability of maintaining the customer in order to increase the customer loyalty?" To answer the research problem, a model has been developed of four dimension, those are: costumer's value dimension, service quality dimension, customers maintenance dimension, and customers loyalty dimension; with three hypotheses, will be tried out. Analysis of data to 100 respondents of ADA Majapahit supermarket-Semarang, is done by using structural equation modeling (SEM) at Amos 4.0 program. The result of the analysis showed that all hypotheses could be proved, so it can be concluded that there is a relationship between customers maintenance ability with increasing the customers loyalty: the variable of customers value had positive influence to the ability of maintaining the customers, and the variable of service quality influences positively the ability of maintaining the customers, and the variable of maintain the customers has a positive influence to the increase of customers loyalty. ABSTRAKSI Pasar Swalayan merupakan suatu usaha di bidang bisnis eceran, di mana pelanggan men.makan kunci sukses usaha di bidang mi. Pasar Swalayan ADA Majapahit - Semarang didirikan di tengah kondisi persaingan yang sangat ketat. Sebagai pedagang eceran, Pasar Swalayan ADA Majapahit - Semarang bertugas memenuhi kebutuhan dan keinginan pelanggan, yang terdiri dari kebutuhan sehari- had (pokok) juga kebutuhan selcunder pelanggan, seperti pakaian dan lain-lain. Suasana persaingan bisnis eceran yang sedemikian ketatnya, ruenuntut Pasar Swalayan ADA Majapahit — Semarang menerapkan strategi mempertahankan pelanggan dalam upaya peningkatan loyalitas pelanggan. Berdasarkan latar belakang masalah dalam penelitian ini, maka dikembangkan research gap yang menjadi permasalahan dalam penelitian ini, yaitu "Bagaimana pengaruh nilai pelanggan dan kualitas pelayanan terhadap kemampuan mempertahankan pelanggan dalam upaya peningkatan loyalitas pelanggan ?". Guna menjawab permasalahan dalam penelitian ini, maka dikembangkanlah model penelitian yang terdiri dari empat dimensi, yaitu : dimensi nilai pelanggan, dimensi kualitas pelayanan, dimensi mempertahankan pelanggan dan dimensi loyalitas pelanggan ; dengan tiga hipotesis yang akan diuji. Analisa data tehadap 100 responden Pasar Swalayan ADA Majapahit Semarang, dilakukan dengan menggunakan alat analisa Structural Equation Modeling (SEM) pada program Amos 4.0. Hasil analisa data menunjukkan bahwa semua hipotesis dapat dibuktikan, sehingga dapat disimpulkan bahwa terdapat hubungan antara kemampuan mempertahankan pelanggan dengan peningkatan loyalitas pelanggan : variabel nilai pela.nggan memiliki pengaruh terhadap kemampuan mempertahankan pelanggan secara positif, begitu juga variabel kualitas pelayanan mempengaruhi secara positif terhadap kemampuan mempertahankan pelanggan, sedangkan variabel mempertahankan pelanggan memiliki pengaruh positif terhadap peningkatan loyalitas pelanggan.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HG Finance
Divisions:Postgraduate Program > Master Program in Management
ID Code:9138
Deposited By:Mr UPT Perpus 2
Deposited On:23 Apr 2010 09:20
Last Modified:23 Apr 2010 09:20

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