Abstract:
Competitive strategy becomes a interesting phenomenon to be discussed with every
businessman because a strategy is the key to success businessman. Now every businessman
who has his own business required for how to deal with competitions in the market and what
your customer desire.UD Delta Technic always need trying how to improve the distribution,
promotion, product quality, product innovation, price, quality of service and customer
satisfaction with customer loyalty. The purpose of this study was to determine and analyze
the effect of the distribution to customer satisfaction, promotion to customer satisfaction,
product quality to customer satisfaction, product innovation to customer satisfaction, the
price to customer satisfaction, service quality to customer satisfaction, and customer
satisfaction on customer loyalty in the store UD Delta Technic in Surabaya. Customer loyalty
is affected by customer satisfaction which consist of Distribution, Promotion, Product
Quality, Product Innovation, Price, Service Quality.
This study use a quantitative approach with analysis techniques Structural Equation
Model (SEM) and AMOS software 20.0. Data collecting in this study conducted by distribute
questionnaires to 160 respondents, with characteristics that respondents are customers of UD
Delta Technics age range 18-60 years, buy products at UD Delta Technic at least five times
in the last 2 years.
The results showed that the variables Customer Satisfaction influenced the Customer
Loyalty with a regression coefficient of 0,547, variable Service Quality influence on
Customer Satisfaction has a regression coefficient of 0.547, variable Product Quality
influence on Customer Satisfaction has a regression coefficient of 0323, variable Promotion
effect on Customer Satisfaction has a regression coefficient of 0.278, among the variables
affect the Product Innovation Customer Satisfaction has a regression coefficient of 0.238,
Distribution variables affect the Customer Satisfaction has a regression coefficient of 0.220,
Price variables affect the Customer Satisfaction has a regression coefficient of 0.209
