ANALISIS PENGARUH HARGA, KERAGAMAN PRODUK, PELAYANAN DAN PROMOSI TERHADAP LOYALITAS KONSUMEN DI GIANT HYPERMARKET MASPION SQUARE SURABAYA
Abstract
Giant Hypermarket Maspion Square is a large shopping center or known as
a wholesale center. As one of the companies that already operation in Surabaya
city, and engaged in retail, Giant Hypermarket Maspion Square has business
activities and provides a place to shop with serving quality products without
forgetting the effort to create consumer loyalty. Based on the descriptive above it
is necessary for the research to find out how big the influence of price, product
diversity, service, and promotion of the creation of customer loyalty.
From the F test it can be concluded that the independent variable in this
study consists of Price (X1), Product Diversity (X2), Service (X3), and Promotion
(X4) can explain the variation of the dependent variable that is the Customer
Loyalty (Y) for 31.6%. While the rest is explained by the variable or aspect
outside model. From four independent variables tested partially the most
dominant variable in influencing variable consumer loyalty (Y) at Giant
Hypermarket Maspion Square is the promotion variable (X4) (with a coefficient of
0.784). While the variables that have a negative role in influencing consumer
loyalty variable is the price (X1) (with a coefficient of -0.254).