Analisis Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen Pada Pasar Modern (Studi Kasus pada Indomaret Bandar Kediri)

Authors

  • Lolyka Dewi Indrasari Program Studi Teknik Industri,Fakultas Teknik,Universitas Kadiri.

DOI:

https://doi.org/10.30737/jatiunik.v1i1.71

Keywords:

Indomaret, loyality, Consument, satisfaction

Abstract

The purpose of this study was to analyze the influence of the availability of goods, price, location, communication mix, and the design and appearance of consumer repurchase stores in Indomaret Bandar Kediri. The population in this study are all consumers who have made purchases at Indomaret Bandar. The sampling technique used was purposive sampling, with 100 respondents, data were collected using a questionnaire as the main instrument, and the questionnaire used a Likert scale to measure respondents' answers. Path analysis is used to identify the relationship between retail marketing mix and consumer repurchase decisions. Regression analysis using the stepwise method produces 3 main predictor variables that can be used to measure Indomaret customer loyalty. The three variables are satisfaction, merchandise, and promotion. The simultaneous test results presented produce a sig value of 0,000. This value is smaller than the research error level used which is 0.05 (5%), so the conclusions that can be drawn are satisfaction, merchandise, and promotions variables simultaneously have a significant effect on customer loyalty.


Tujuan penelitian ini adalah untuk menganalisis pengaruh antara persedian barang, harga,lokasi, bauran komunikasi serta desain dan tampilan toko pembelian ulang konsumen di Indomaret Bandar Kediri. Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian pada Indomaret Bandar. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan jumlah responden sebanyak 100 orang, Data dikumpulkan dengan menggunakan kuisioner sebagai instrument utama, dan kuisioner menggunakan skala Likert untuk mengukur jawaban responden. Analisis jalur digunakan untuk mengidentifikasi hubungan antara bauran pemasaran ritel dan keputusan pembelian ulang konsumen. Analisis regresi dengan metode stepwise menghasilkan 3 variabel prediktor utama yang dapat digunakan untuk mengukur loyalitas pelanggan indomaret. Ketiga variabel tersebut adalah kepuasan, merchandise, dan promosi. Hasil uji serentak yang disajikan menghasilkan nilai sig sebesar 0.000. Nilai ini lebih kecil dari tingkat kesalahan penelitian yang digunakan yaitu 0.05 (5%), sehingga kesimpulan yang dapat diambil adalah variabel kepuasan, merchandise, dan promosi berpengaruh signifikan secara serentak terhadap loyalitas pelanggan.


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Published

2017-11-10

How to Cite

Indrasari, L. D. (2017). Analisis Pengaruh Retail Marketing Mix Terhadap Loyalitas Konsumen Pada Pasar Modern (Studi Kasus pada Indomaret Bandar Kediri). JATI UNIK : Jurnal Ilmiah Teknik Dan Manajemen Industri, 1(1), 51–59. https://doi.org/10.30737/jatiunik.v1i1.71

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Vol. 1 No. 1 (2017): October

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