Pengaruh Citra Toko, Private Brand, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dan Loyalitas Pelanggan Supermarket

Elistia Elistia, Muhammad Rizan

Sari


Kesuksesan suatu organisasi bisnis dipengaruhi oleh loyalitas pelanggan sebagai faktor yang dominan. Pada dekade ini loyalitas pelanggan telah menjadi sorotan retailer Super-market dalam menghadapi kondisi persaingan retail. Kepuasan pelanggan dan loyalitas pe-langgan adalah perilaku konsumen yang merupakan salah satu faktor menguntungkan bagi perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh citra  toko, private brand, dan kualitas pelayanan terhadap kepuasan pelanggan dan loyalitas pelanggan. Penelitian ini dila-kukan di wilayah Jakarta Barat pada bulan September 2007 dan objek penelitiannya adalah 4 Supermarket yaitu Carrefour, Giant, Alfa, dan Superindo. Sampel dalam penelitian adalah 200 responden yang akan dibagi masing—masing 50 untuk setiap Supermarket,  dan meng-gunakan metode survey melalui kuesioner. Penelitian ini menggunakan analisis regresi berganda  dan sederhana. Bagaimana pengaruh citra toko, private brand, dan kualitas pela-yanan terhadap kepuasan pelanggan secara  simultan dan parsial, dan selanjutnya bagaimana pengaruh kepuasan pelanggan terhadap loyalitas pelanggan. R2 menunjukkan besarnya pre-sentase variabel independen yang dapat dijelaskan, dan uji hipotesis yang merupakan uji  signifikansi secara parsial dan simultan antara variable dependen dan independen yang meng-gunakan t-tes dan F-test. Hasil penelitian pada 200 responden pengaruh variabel citra toko, private brand, dan kualitas pelayanan berpengaruh signifikan terhadap kepuasan pelanggan   dengan R2 sebesar 43,9%. Kepuasan pelanggan berpengaru signifikan terhadap loyalitas pe-langgan dengan R2 sebesar 33,9%. Hasil penelitian antara keempat Supermarket menunjuk-kan bahwa signifikansi secara parsial  variabel tidak sama, akan tetapi secara simultan sama. Pada Carrefour, citra toko, private brand, dan kualitas pelayanan berpengaruh signifi-kan terhadap kepuasan pelanggan dengan R2 52,1%, pada Giant hanya citra toko, private brand yang berpengaruh signifikan terhadap kepuasan pelanggan sedangkan kualitas pela-yanan tidak dengan R2 38,4%, pada Alfa hanya private brand dan kualitas pelayanan yang berpengaruh pada kepuasan pelanggan sedangkan citra toko tidak dengan R2 45%, pada Superindo hanya  citro toko dan kualitas pelayanan yang berpengaruh terhadap kepuasan pelanggan, sedangkan private brand tidak dengan R2 43,4%.Kepuasan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan di Carrefour dengan R2 29,2%, Giant dengan R2 22,2 %, Alfa dengan R2  22.7%, dan Superindo dengan R2  52,1%.

 

Kata Kunci: private brand, kualitas pelayanan, loyalitas pelanggan

 

 

Abstract

Customer loyalty has been recognized as the dominant factor in a business organization's  success. The  customer loyalty sub]ect  has become  of  increased interest  to most retail’s businesses of Supermarkets in the competitive situation over the last few years. Store loyalty and customer satisfaction describes a consumer behavior that is likely to be advantageous to Supermarkets. This research describes  factors  that determine customer satisfaction is influenced by store image, private brand, and service quality of Consumers’ Supermarket. The research was conducted in West Jakarta on September 2007, with rese-arch ob]ect of four supermarkets they are Carrefour, Giant, Alfa, and Superindo,  using survey method with questioner. The samples are 200 respondents, which are distributing 50 respondents for each Supermarket. Customer satisfaction as mediating factor to influenced customer loyalty. The   research using linier regression analysis to predict number of the independent variable can explain de-pendent variable. The R2 shows the number of independent variable’s explaining percentage to  depen-dent variable. Test hypotheses shown the significance interaction of dependent variable and independent variable, using F-test for simultan interaction, and t-test for partial interaction. The result of the research shows that regression  coefficient interaction among Supermarket is different significant in partial interaction, but in simultant all the independent variable are the same significant influence customer satisfaction  for  each  Supermarket.  For overall four Supermarket (200 respondent) store image, private brand, service quality are significant influence customer satisfaction with R2 is 43.9%.   And, finally customer satisfaction as mediating factor has a significant influenced to customer loyalty with R2 is 33.9%. In Carrefour store image, private brand, and service quality as partial significant influenced customer satisfaction with R2 52.1%. But, the other Supermarket is different,  in  Giant, store  image, and private brand has partial significant in customer satisfaction with R2  38.4 %. Alfa has private brand and service quality are significant variable in partial  interaction  influenced  customer satisfaction with R2 45%.  Store image and service quality are significant variable in partial influenced customer satisfaction with R2 43.4% at Superindo. Customer loyalty is significant influen-ced by customer satisfaction in Carrefour with R2 29.2%, Giant with R2 22.2%, Alfa with R2 22.7%, and Superindo with R2  52.1%.

 

Keywords: private brand, service quality, customer satisfaction


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