PENGARUH PERSEPSI NILAI LOYALITAS, PROGRAM LOYALITAS, CITRA TOKO DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN ALFAMART TENGGILIS MEJOYO PEMILIK KARTU AKU DI SURABAYA

Abstract

Growth of retail business in Indonesia showed significant figures. In this case requires retail companies to be able to meet customer needs and adjusts the customer desires so companies must be able to detect what the market needs and desires of consumers. Alfamart is one retail company that is engaged in general trading and retail services that provide basic needs and daily necessities. The purpose of this study was to determine and evaluate: (1) the influence of the variables were significant between value perception of loyalty to the program loyalty, (2) the effect of the variables were significant between program loyalty to the store image, (3) the influence of the variables were significant between programs loyalty on customer loyalty, (4) the effect of the variables were significant between store image on customer loyalty, and (5) the effect of the variables were significant between customer satisfaction to customer loyalty Alfamart Tenggilis Mejoyo Owner AKU Card in Surabaya. The sample used in this study are customers Alfamart Tenggilis Mejoyo who have aged 18-60 years, domiciled in Surabaya, have a membership AKU card Alfamart, and has been making purchases in Alfamart Tenggilis Mejoyo Surabaya more than two times in the last 1 month. Samples were taken by using technique a judgment sampling. The data analysis technique used in this study is Structural Equation Modeling (SEM) with Smart PLS software. The results in this study showed that variable perception of loyalty significant effect on program loyalty, with the value of the path coefficient is positive amounting 0.541. Variables program loyalty have a significant effect on the store image, with the value of the path coefficient is positive amounting 0.605. variables program loyalty have a significant effect on customer loyalty, with the value of the path coefficient is positive amounting 0.340. variables store image have a significant effect on customer loyalty, with the value of the path coefficient is positive amounting 0329. Variables customer satisfaction have a significant effect on customer loyalty Alfamart Tenggilis Mejoyo Owner AKU Cards, with the value of the path coefficient is positive amounting 0344.