PENGARUH SALESPEOPLE COMPETENCE & TRUSTWORTHINESS, STORE ENVIRONMENT, ASSORTMENT, DAN PROMOTION, TERHADAP VALUE FOR MONEY, DAN CUSTOMER SATISFACTION YANG MEMBENTUK LOYALTY INTENTION DARI PELANGGAN MINISO DI TUNJUNGAN PLAZA 6 DI SURABAYA

Abstract

Nowadays, customer interest is more to leisure, so in order to be able to continue to attract customer spending, one of the ways is by providing experience in delivering goods at the store, these changes have been realized by retail entrepreneurs, some of whom have already tidied up and adjusted their business strategies with developments that occur. One of the companies engaged in the Indonesian retail sector is MINISO. This study aims to determine whether the factors of Salespeople Competence, Salespeople Trustworthiness, Store Environment, Assortment, Promotion owned by the company will affect customer loyalty by mediating Customer Satisfaction and Value for Money factors in MINISO customers at Tunjungan Plaza 6 in Surabaya. The research data was obtained from 130 MINISO customers in Tunjungan Plaza 6 in Surabaya with certain characteristics. Data processing and analysis of this research uses multiple linear regression models with SPSS 22.0 software as data processing software. The results of the analysis show that Promotion has a significant effect on Value for Money. While Assortment has no significant effect on Value for Money. In addition, Assortment, Store Environment, Salespeople Trustworthiness have a significant effect on Customer Satisfaction, while Salespeople Competence, Value for Money have no significant effect on Customer Satisfaction. Finally, Value for Money and Customer Satisfaction have a significant effect on Loyalty Intention. These empirical findings indicate that the Assortment has the greatest effect on Customer Satisfaction with a value of 0.332. Whereas, in this finding it is also concluded that Value for Money has the greatest effect on Loyalty Intention with a value of 0.311