Pengaruh Citra Dan Promosi Terhadap Kepuasan Pelanggan Serta Dampaknya Terhadap Loyalitas Pelanggan (Studi Pada Pelanggan Supermarket Carrefour Di Semarang)

Endang Tjahjaningsih

Abstract


Abstrak
Penelitian ini bertujuan untuk mengembangkan dan menguji model empiris pengembangan loyalitas pelanggan atas dasar citra dan promosi. Penelitian ini dilakukan pada Pelanggan Carrefour Supermarket di Semarang. Model uji empiris yang digunakan adalah analisis regresi dengan menggunakan beberapa software, seperti: SPSS 16.0 dan Microsoft Excel versi. 2007. Ukuran sampel penelitian ini adalah 100 pelanggan Carrefour Supermarket di Semarang. Hasil penelitian
menunjukkan bahwa citra berpengaruh positif terhadap kepuasan pelanggan, dan promosi berpengaruh positif terhadap kepuasan pelanggan. Kepuasan citra, promosi, dan pelanggan berpengaruh positif terhadap loyalitas pelanggan. Selanjutnya, mediasi pengaruh kepuasan pelanggan berlaku untuk efek
gambar pada loyalitas pelanggan. Kepuasan pelanggan berfungsi sebagai variabel mediasi antara variabel citra terhadap loyalitas pelanggan. Mediasi pengaruh kepuasan pelanggan berlaku untuk efek promosi terhadap loyalitas pelanggan. Kepuasan pelanggan berfungsi sebagai variabel mediasi antara variabel promosi terhadap loyalitas pelanggan. Penelitian ini memberikan kontribusi Teori Berbasis Sumber Daya, dan Tampilan Berbasis Pasar. Batasan, implikasi teoritis, implikasi manajerial dan juga dibahas dalam penelitian ini.
Kata kunci : citra, promosi, kepuasan pelanggan, loyalitas pelanggan


Abstract
This research aims to develop and test empirical model of development customer loyalty on the basis of image and promotion. The research was conducted at Customer of Carrefour Supermarket in Semarang. The empirical test model used was regression analysis by using some software, such as: SPSS 16.0 and Microsoft Excel version. 2007. The sample size of the study was 100 Customer of Carrefour Supermarket in Semarang. The results showed that image affect positively towards customer satisfaction, and promotion affect positively towards customer satisfaction. Image, promotion, and customer satisfaction affect positively towards customer loyalty. Furthermore, mediating effect of customer satisfaction apply to image effects on customer loyalty. Customer satisfaction serves as a mediating variable between the variable image on customer loyalty. Mediating effect of customer satisfaction apply for promotion effect on customer loyalty. Customer satisfaction serves as a mediating variable between promotional variables on customer loyalty. This study contributes to the Resources- Based Theory, and Market Based Views. Limitation, theoretical implications, and managerial implications are also discussed in this study.


Keywords : image, promotion, customer satisfaction, customer loyalty




DOI: http://dx.doi.org/10.24856/mem.v28i2.207

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