ANALISIS PENGARUH VARIABLE CONSTRUED EXTERNAL IMAGE, PERCEIVED SALESPERSON CHARACTERISTICS, PERCEIVED COMPANY CHARACTERISTICS TERHADAP CUSTOMER EXTRA ROLE BEHAVIORS MELALUI CUSTOMER COMPANY IDENTIFICATION PADA PELANGGAN HYPERMART DI SURABAYA
Abstract
The rapid development of people's lifestyles and increasingly fierce
industrial competition resulted in several retail companies having to close outlets
and even declared bankrupt. Hypermart is one from the companies that is still able
to survive and keep abreast of industry developments. Hypermart is the largest
hypermarket network in Indonesia that sells daily necessities.
This study aims to determine how the influence of Construed External
Image, Perceived Salesperson Characteristics, and Perceived Company
Characteristics on Customer Extra Role Behaviors through Customer Company
Identification. The expected benefit of this research is to increase the repertoire of
knowledge in the field of management, especially how much influence the
Customer Company Identification so that the Customer Extra Role Behaviors
which will ultimately increase the actual purchase of the Hypermart company.
This research is causal research. The research method used is a quantitative
method with data processing using AMOS. Data collection was carried out by
distributing questionnaires to 102 respondents with the characteristics of male and
female respondents aged 18-60 years, domiciled in Surabaya and shopping at
Hypermart at least 2 times in the last 1 month.
The results showed that Construed External Image with a regression
coefficient of 0.480 positively and significantly affected Customer Company
Identification; Perceived Salesperson Characteristics with a regression coefficient
of 0.299 negatively and did not significantly affect Customer Company
Identification; Perceived Company Characteristics with a regression coefficient
of 0.395 that positively and significantly influences Customer Company
Identification; Customer Company Identification with a regression coefficient of
0.965 positively and significantly influences Customer Extra Role Behaviors