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).