PERAN MARKETING MIX MODERN RITEL TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI PEMODERASI (Studi Kasus Barata Departement Store)

RIYANI, RIYANI (2019) PERAN MARKETING MIX MODERN RITEL TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN KONSUMEN SEBAGAI PEMODERASI (Studi Kasus Barata Departement Store). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Competition is not only enough business retail by offering better quality products, competitive prices, creating a sense of satisfaction and provide better services to the consumer, but the main addition to creating customer satisfaction, also try to build loyalty consumer shopping. The purpose of this research is to know out the role of modern retail marketing mix on consumer loyalty with customer satisfaction as moderating at the Barata department store. Data collection techniques used were questionnaires. The number of samples taken are as many as 105 respondents, using accidental sampling method. The population is used by all the people who shop at the Barata department store whose population is unknown. The data analysis technique used is Component or Variance Based Structural Equation Model wherein the data processing uses the Partial Least Square (Smart-PLS) program. The result of this research shows that retail marketing mix positive and significant effect against the loyalty of consumers, consumer satisfaction and positive effect significantly to consumer loyalty, consumer satisfaction as an influential moderate variable is positive and not significantly to consumer loyalty Barata department store. Key word : Marketing mix, Customer Satisfaction and Customer Loyalty Kompetisi bisnis ritel tidak hanya cukup dengan menawarkan produk yang kualitas prima, harga yang bersaing, menciptakan kepuasan konsumen dengan memberikan pelayanan yang lebih baik terhadap konsumen, namun yang paling utama selain menciptakan kepuasan konsumen juga mengupayakan membangun loyalitas konsumen berbelanja. Tujuan dari penelitian ini untuk mengetahui bagiamana peran marketing mix modern ritel terhadap loyalitas konsumen dengan kepuasan konsumen sebagai pemoderasi pada Barata department store. Tehnik pengumpulan data yang digunakan adalah kuisioner. Jumlah sampel yang diambil adalah sebanyak 105 responden. Teknik analisis data yang digunakan adalah Component atau Variance Based Structural Equation Model dimana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS). Hasil penelitian ini menunjukan bahwa ritel marketing mix berpengaruh positif dan signifikan terhadap loyalitas konsumen, kepuasan konsumen berpengaruh positif dan signifikan terhadap loyalitas konsumen, kepuasan konsumen sebagai variabel moderasi berpengaruh positif dan tidak signifikan terhadap loyalitas konsumen Barata departement store. Kata kunci: Bauran Pemasaran, Kepuasan Konsumen dan Loyalitas Konsumen.

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