dc.description.abstract | The market of modern retail has been grown rapidly especially in Indonesia
as well as numbers of modern retail company. In Indonesia alone there are several
leaders of the market. Alfamart is one of the top two biggest leader in Indonesia.
Despite there are so many companies which are in the same business industry,
Alfamart can maintain that the customers are still loyalty and prefer to choose them
instead of all the other modern retail store in Indonesia.
The purpose of this study was to determine the effect of service quality,
merchandise quality, store environment, convenience, assortment, promotion,
product price, store reputation and word of mouth on customer loyalty through
customer engagement of the customer of Alfamart in Surabaya. The expected
benefits of this research is to add contributions to science in the field of
management, especially how big the influence of service quality, merchandise
quality, store environment, convenience, assortment, promotion, product price,
store reputation and word of mouth can increase the customer loyalty that that can
gain the competitiveness and success of the company in the long run.
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM) and the AMOS 22.0 software. The questionnaire
distributed to 185 respondents in the sample in which the characteristics of
respondents which consists of men and women in the age range 18-60 years,
consumers who live in Surabaya, at least has shopped in Alfamart for two times in
the last one month. The sampling method used in this research that is non -
probability sampling.
The results showed that Service Quality has insignificant positive effect on
the customer engagement with regression coefficient of 0.03, merchandise quality
has insignificant positive effect on the customer engagement to the value of
regression coefficient of 0.109, store environment has insignificant positive effect
on the customer engagement with the value of regression coefficient of 0.056,
convenience has insignificant positive effect on customer engagement with
regression coefficient of 0.166, assortment has insignificant positive effect on
customer engagement with regression coefficient for 0.039, promotion has
significant positive effect on customer engagement to the value of the coefficient
Regression of 0.279, product price has significant positive effect on the customer
engagement with the value of regression coefficient of 0.209, store reputation has
significant positive effect on the customer engagement with regression coefficient
of 0.415, word of mouth has significant positive effect on customer engagement
with regression coefficient by 0.247, customer engagement has significant positive
effect on customer loyalty with regression coefficient of 0.812. | en_US |