SULISTYO, HENRY (2008) ANALISIS KEPUASAN PELANGGAN DENGAN BAURAN ECERAN SEBAGAI PENINGKATAN LOYALITAS DI GIANT HYPERMARKET. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The Government of Indonesia had opened sector retail since the year 1998 where big retailer from outside country is permitted to steps into Indonesia like Carrefour. Presence of Carrefour has influenced customer ? Client shopping pattern which more selective in audition of product optimally best bid? Thereby for big retailer company to be able to maintain a store like Giant Hypermarket is required by effective new strategy of which can maintain taking place effort and gives satisfaction to its the customer ? client causing becomes customer client loyal. Research performed within applying of new strategy done is do customer satisfaction analysis by seeing behavior of customer. Client shopping at modern retail shop like Giant does influential direct to customer. Client hope so that does can increase satisfaction and customer. Client loyalty. Here company must can draw customer. Client and maintains so that company to earn always stays and grows with incidence of loyalty. Writer will try takes around 100 customer clients of Giant Hypermarket as sample from 3500 customer population per days (slovin, 1993) to prove are there direct influence retail mix strategy increasing customer satisfaction does can have influence customer loyalty on store. Decision goes shopping done by customer client to a gerai hypermarket hardly is influenced result of customer satisfaction analysis of exercise to hotchpotch strategy operational retail mix like price cheap fixation, availability of complete product, location strategic, pegging of product display which is easy reached and communications channel that is intensively by stores, store ambiance etc. The result of the research shows that retail mix to give the direct strong influence to customer satisfaction than customer loyalty. In addition to this, customer satisfaction is high not yet positive customer loyalty is high. Key words : Retail Mix, Customer Satisfaction and Customer Loyalty Pemerintah Indonesia telah membuka sektor ritel sejak tahun 1998 dimana peritel besar dari luar negeri diizinkan masuk ke Indonesia seperti Carrefour. Kehadiran Carrefour telah mempengaruhi pola belanja pelanggan yang lebih selektif dalam pemilihan produk dengan mengoptimalkan penawaran yang terbaik. Dengan demikian bagi perusahaan peritel besar untuk dapat mempertahankan suatu gerai seperti Giant Hypermarket diperlukan strategi baru yang efektif yang dapat mempertahankan keberlangsungan usaha dan memberikan kepuasan bagi pelanggannya sehingga menjadi pelanggan yang loyal. Penelitian yang dilakukan dalam penerapan staregi baru yang dilakukan adalah melakukan analisis kepuasan pelanggan dengan melihat perilaku pelanggan yang berbelanja di toko ritel modern seperti Giant apakah berpengaruh langsung terhadap harapan pelanggan sehingga apakah dapat meningkatkan kepuasan dan loyalitas pelanggan. Disini perusahaan harus dapat menarik pelanggan dan mempertahankan sehingga perusahaan dapat terus bertahan dan berkembang dengan timbulnya loyalitas. Penulis akan mencoba mengambil sekitar 100 pelanggan Giant hypermarket sebagai sampel dari populasi pelanggan sekitar 3500 pelanggan setiap harinya (rumus slovin, 1993) untuk membuktikan apakah ada pengaruh langsung strategi bauran eceran dalam meningkatkan kepuasan pelanggan sehingga mencapai loyalitas pelanggan terhadap suatu gerai toko. Keputusan berbelanja yang dilakukan oleh pelanggan terhadap suatu gerai hypermarket sangat dipengaruhi hasil analisa kepuasan pelanggan pelaksanaan bagaimana operasional strategi bauran eceran seperti penetapan harga yang murah, ketersediaan produk yang lengkap, lokasi yang strategis, penetapan display produk yang mudah dijangkau dan saluran komunikasi yang digencarkan oleh gerai tersebut, suasana toko dan lain-lain. Hasil penelitian ini membuktikan bahwa bauran eceran memberikan pengaruh yang lebih kuat kepada kepuasan pelanggan daripada loyalitas pelanggan. Selain itu kepuasan pelanggan yang tinggi belum tentu menimbulkan loyalitas pelanggan yang tinggi pula. Kata kunci : Bauran Eceran, Kepuasan Pelanggan dan Loyalitas Pelanggan
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-08-052 |
| NIM/NIDN Creators: | 55106110151 |
| Uncontrolled Keywords: | Bauran Eceran, Kepuasan Pelanggan dan Loyalitas Pelanggan, MPS, Manajemen Pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | MELATI CAHYA FITRIANI |
| Date Deposited: | 20 May 2022 06:35 |
| Last Modified: | 15 Jul 2022 07:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/61379 |
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