ANALISIS PENGARUH KUALITAS PRODUK, PROMOSI, CITRA TOKO, DAN KUALITAS LAYANAN KEPADA LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (STUDI KASUS PADA TOKO SUBUR DAN INDOMARET CABANG KARANG PILANG DI SURABAYA)

Abstract

In the modern world nowadays,, people are given a lot of choice to shopping for supporting their daily needs. This occasion was captured by some enterpreneur to meet the needs of the community, especially by establishing a modern retail stores. It makes the position of the more traditional stores oppressed because of the presence of modern retail stores. The unit of analysis of this study use the consumer population of Toko Subur and Indomaret Cabang Karang Pilang. The sampling technique that been used was non-probability sampling in which, the questionnaire is used as a primary means of data collection. The number of respondents was 125 respondents who have ever shopped both of Toko Subur and Toko Indomaret Cabang Karang Pilang at least twice in the past month. The analysis technique used in this research is Structural Equation Model) with AMOS software 16. Results of research in Toko Subur explain customer satisfaction significantly and positively influenced by the product quality (0.229); store image (.518); service quality (0.258); positive promotion with a regression coefficient of (0.102). Moreover, customer loyalty significantly and positively influenced by the product quality (0.266); customer satisfaction (0.378); positive promotion with a regression coefficient of (0.104); store image (0.112); quality of service (0,100). Results of research in Indomaret Cabang Karang Pilang explain customer satisfaction significantly and positively influenced by the product quality (0.460); promotion (0.360); store image (.396); service quality (0,243). Moreover, customer loyalty is influenced positively (0.179); positive store image (.187); service quality positive (0.152); customer satisfaction (0.294); significant and positive promotion with a regression coefficient of 0.240. This research has resulted that Toko Subur should pay attention to customer satisfaction and product quality. For Customer satisfaction variable, there is not much can be done by the store. It is because of that variable is an uncontrollable variable so the store have to give more attention to product quality and store image. For the quality of products, things that can be done is to do clean-up routine at every 2 or 3 days. By inculcate clean habits to employees so they will always keep the cleanliness both in serving the customer or in the product sold by the store. As for the store image, things that can be improve is the working system in selling. With a good system in terms of well organized and quick response will make good impression to Toko Subur’s customers.