PENGARUH STORE NAME TERHADAP LOYALTY MELALUI PERCEIVED QUALITY DAN SATISFACTION PADA KONSUMEN RETAIL HYPERMARKET DI JAKARTA
STIE INDOCAKTI MALANG
DOI:
https://doi.org/10.70197/jebisma.v2i2.90Keywords:
Store Name, Customer Loyalty, Perceived Quality, SatisfactionAbstract
Kondisi bisnis dalam industri retail saat ini sangat agresif, ketatnya persaingan mengharuskan para pelaku bisnis untuk mencari cara dalam meningkatkan pangsa pasar sehingga tetap mampu bertahan dalam kancah persaingan bisnis. Diketahui bahwa variabel nama toko atau merek, persepsi pelanggan atas layanan yang diberikan, akan berpengaruh terhadap kepuasan dan loyalitas pelanggan. Hal ini sesuai dengan penelitian yang dilakukan dengan judul Pengaruh Store Name terhadap Loyality melalui Perceived Quality dan Satisfaction pada konsumen retail Hypermarket di Jakarta. Jenis penelitian ini adalah statistik deskriptif melalui pendekatan correlational research dengan jumlah sampel 100 pelanggan Hypermarket di Jakarta. Metode pengambilan data dengan observasi, interview, dan kuesioner, kemudian data yang dikumpulkan dianalisis dengan menggunakan Structural Equation Modelling (SEM) dengan bantuan program atau software AMOS versi 6.0. Dari hasil pengolahan data, dapat disimpulkan bahwa nilai X² sebesar 61.910 < 66.340 dengan batas penerimaan yang disarankan X2 hit < X2 tabel(df=49) yang berarti dapat disimpulkan model yang dihasilkan goodness of fit. Nilai RMSEA adalah sebesar 0,036 batas penerimaan yang disarankan 0.05 - 0.08 artinya model yang dihasilkan marginal fit. Sedangkan dari hasil perhitungan diperoleh nilai GFI sebesar 0.951 dengan batas penerimaan yang disarankan ≥ 0.90 sehingga dapat disimpulkan bahwa model yang dihasilkan bersifat goodness of fit karena nilai GFI diharapkan mendekati 1 (satu). Oleh karena itu, berdasarkan hasil analisis yang dilakukan dapat disimpulkan terdapat pengaruh secara signifikan antara store name terhadap loyalty melalui perceived quality dan satisfaction.
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