ANALISIS PENGARUH SALESPERSON TRUSTWORTHINESS, STORE ENNVIRONMENT, STORE ASSORTMENT, DAN STORE COMMUNICATION TERHADAP PERCEIVED VALUE DAN STORE LOYALTY MELALUI TRUST PADA PELANGGAN TRANSMART DI SURABAYA

Abstract

The retail industry continues to experience changes every year and there are always new challenges that must be faced by companies in this competitive industry. Since 2017, many large retail companies have gone bankrupt and this phenomenon may also continue this year. Even though some large retail companies have gone bankrupt, there are still many other retail companies that have managed to survive and even expand their business. One of the companies engaged in retail is Transmart. PT Trans Retail Indonesia is ready to compete amid sluggish retail conditions. This company integrates with various business lines that are at CT Corp to be able to realize the 4 in 1 concept. This study aims to determine how the influence of Salesperson Trustwiness, Store Environment, Store Assortment, and Store Communication on Perceived Value and Store Loyalty through Trust. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence the Trust has so that it increases Perceived Value and Store Loyalty, which in turn will increase Transmart customer loyalty. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 110 respondents with the characteristics of male and female respondents aged 18-60 years, conducting transactions in Transmart Surabaya in the last six months. The results showed that the variable Salesperson Trustworthiness had no significant effect on Trust with a regression coefficient of 0.001; the Store Environment variable has a significant effect on Trust with a regression coefficient of 0.465; the Store Assortment variable has no significant effect on Trust with a regression coefficient of 0.043; Store Communication variables have a significant effect on Trust with a regression coefficient of 0.442; Trust variables have a significant effect on Perceived Value with a regression coefficient of 0.993; Perceived Value variable has a significant effect on Store Loyalty with a regression coefficient of 0.519; Trust variables have no significant effect on Store Loyalty with a regression coefficient of 0.091.