ANALISIS PENGARUH STORE IMAGE TERHADAP STORE LOYALTY MELALUI STORE SATISFACTION PADA GIANT HYPERMARKET DI SURABAYA
Abstract
Nowadays, there are frequently found several complaints from customers
who shopped at the store. One of those complaints is the dissatisfaction felt by
one of the costumers who shop at Giant Hypermarket in Surabaya. In addition,
that complaint allegedly due to lack of proper image formation and lack of
satisfaction levels. The existence of negative phenomena that occurring at Giant
Hypermarket in Surabaya make interesting for study. Previous studies revealed
several factors that influence the Store Loyalty, there are Store Image and Store
Satisfaction.
To get a good performance of a shop, the shop must pay attention to their
customers. One of the problems faced by a store is the level of loyalty from the
customers to the store. This study describes the effect of mediation from Store
Satisfaction in relation between Store Image on Store Loyalty.
One hundred and fifty customers have answered a self-administered
questionnaires. Four hypotheses have been analyzed using the Structural Equation
Modeling (SEM) using Lisrel 8.80 program. The results of this study indicate that
the Store Image has a positive and significant impact on Store Satisfaction. Store
Satisfaction has a positive and significant influence on Store Loyalty. Store Image
has a positive and significant impact on Store Loyalty. Furthermore, Store
Satisfaction has been proven as a mediating variable between Store Image on
Store Loyalty.
Recommendations of this research is to improve the Store Image like give
a discount and promo that attract consumer, thereby increasing Store Satisfaction
and furthermore increasing Store Loyalty too that perceived by customers of
Giant Hypermarket in Surabaya.
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