ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI CUSTOMER SATISFACTION DALAM MEMBENTUK REPURCHASE INTENTION PELANGGAN ACE HARDWARE DI SURABAYA

Abstract

The retail industry sector is one of the marketing products which selling goods directly to consumers. In general the retail industry is a business activity selling various kinds of goods for direct and indirect consumption. In the trade chain, retail business is at the very end of the distribution process of goods and services. Therefore the presence of Ace Hardware is very influential in the development of the retail industry, particulary in Surabaya. This study aims to analyze the effects of variables such as Merchandise Value, Internal Shop Environment, Interaction With Staff, Merchandise Variety, Presence Interaction Other Customers, In-shop Emotions towards Repurchase Intentions through Customer Satisfaction of the customers of the Ace Hardware in Surabaya. The sample in this study is men and women, aged 18-65 who live in Surabaya. Total respondents who make purchase for personal needs and have made purchases within 2 times in the last 3 months. Data were analysed using the SPSS 22. The results of the study show that there was a relationship of several variables, among others Merchandise Value towards Customer Satisfaction with a regression coefficient of 0.173, Internal Shop Environment towards Customer Satisfaction with a regression coefficient of 0.166, Interaction With Staff towards Customer Satisfaction with a regression coefficient of 0.433, Merchandise Variety towards Customer Satisfaction with a regression coefficient of 0.109, Presence Interaction Other Customers have no influence on Customer satisfaction with a regression coefficient of 0.023, In-shop Emotions towards Customer Satisfaction with a regression coefficient of 0.149, Customer Satisfaction towards Repurchase Intentions with a regression coefficient of 0.322