Pengaruh Atmosfer Toko dan Promosi Terhadap Loyalitas Pelanggan Minimarket OMI Koperasi Universitas PGRI Palembang

Authors

  • Ilhamsyah .
  • Agus Mulyani

DOI:

https://doi.org/10.31851/jmanivestasi.v1i2.4218

Abstract

ABSTRACT

 

The purpose of this study was to look at the influence between store atmosphere, sales promotion and customer loyalty as the dependent variable. The population is calculated through the average number of customers each month which is 2,665 while the sample uses the Accidental Sample Method of 97. Data collection techniques are questionnaires and interviews. By distributing questionnaires and asking questions directly to consumers. Instrument Testing is the instrument validity test, reliability test. The analytical method is the data normality test, the test model consists of heteroscedasticity test. multicollinearity test, Analysis Model is a path analysis calculated with two structural equations, namely the regression equation that shows the hypothesized relationship, the coefficient test to see the level of significance of each regression coefficient. The results of the study there is a significant influence of the store atmosphere on customer loyalty, there is a significant influence on sales promotions on customer loyalty, there is a significant influence on the store atmosphere and sales promotions on customer loyalty in OMI Minimarket Koperasi Universitas PGRI Palembang.

 

Keywords: Store Atmosphere, Sales Promotion, Customer Loyalty

 

ABSTRAK

 

Tujuan penelitian ini untuk melihat pengaruh antara atmosfer toko, promosi penjualan dan loyalitas pelanggan sebagai variabel terikat. Populasi dihitung melalui rata-rata jumlah pelanggan setiap bulannya yaitu 2.665 sedangkan sampel menggunakan Metode Accidental Sample sebanyak 97. teknik pengumpulan data adalah kuesioner dan wawancara. Dengan cara menyebar angket dan bertanya secara secara langsung kepada konsumen. Pengujian Instrumen yaitu uji validitas instrumen, uji reliabilitas. Metode analisis yaitu uji normalitas data, uji model terdiri uji heteroskedastisitas. uji multikolinieritas, Model Analisis yaitu analisis jalur yang dihitung dengan dua persamaan struktural yaitu persamaan regresi yang menunjukkan hubungan yang dihipotesiskan, uji koefisien untuk melihat tingkat signifikansi masing-masing koefisien regresi. Hasil Penelitian terdapat pengaruh signifikan atmosfer toko terhadap loyalitas pelanggan, terdapat pengaruh signifikan promosi penjualan terhadap loyalitas pelanggan, terdapat pengaruh signifikan atmosfer toko dan promosi penjualan terhadap loyalitas pelanggan di Minimarket OMI Koperasi Universitas PGRI Palembang.

 

Kata kunci: Atmosfer Toko, Promosi Penjualan, Loyalitas Pelanggan

References

Alqifari. 2016. Statistik Induktif, Jakarta: UPP STIM YKPN

Griffin, Jill. 2015. Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Jakarta. Indonesia: Erlangga.

Berman, B & Evans, Jr 2017 Retail Manajemen: A Strategic Approach . Prentice Hall

Creswell & John, W. 2013 Research Desaign Qualitative & Quantitative Approaches, Jakarta: Penerbit KIK Press

Griffin, Jill. 2015. Customer Loyality: Menumbuhkan Dan Mempertahankan Kesetiaan Pelanggan. Jakarta: Erlangga

Knox, SD & Denison, TJ. 2010. Store Loyalty: It’s Impact on Retail Revanue An Empirical Study of Purchasing Behaviour in The UK. Journal od Retailing and Consumer

Kotler, P. 2018. Athmosphrics as a Marketing Tool. http://belzludovic.free.fr.49:4:48-65. Diakses tanggal 26 Maret 2018

..................... 2017. Dasar-dasar Pemasaran. Edisi 9 Jilid 1 dan 2. Jakarta. Indonesia: PT.Indeks Kelompok Gramedia

Levy, M & Weitz,B 2017. Retailing Manajement. International Edision. McGraw-Hill New York Terjemahan

Omatoyo, O . 2011. Sales Promotion and Cusumer Loyalty: A Study of Nigeria Telecomunication Industry. Journal of Competitivness, 4:66-67

Pan, Y Sheng & Xie, FT, 2011, Antecedents of Customer Loyalty: An Empirical Synthesis and Reexamination, Journal of Retailing and Consumer Services, 19: 150-158

Peter, JP & Olson JC, 2016, Consumer Behaviour, Jilid 1 Edisi 4, Jakarta: Erlangga

Riadi, Edi, 2016, Statistik Penelitian Analisis Manual Dan IBM SPSS, Yogyakarta: Andi

Salajegheh, S & Golpasandbazkiei,M. 2013. Investigate The Relationship and Persuasive Activities with The Amount of Customer Loyalty of Terajat Bank Branches in Bandar-e Abbas. Grobal Journal of Science Engeenering and Technology, 11: 124-134

Sugiyono. (2017). Statistik untuk Penelitian. (cetakan.20). Bandung, Indonesia: Alfa Beta.

Tjahyadi, RA. 2016. Brand Trust Dalam Konteks Loyalitas Merek: Peran Karakter Merek. Jurnal Manajemen, 6:65-78.

Downloads

Published

2019-12-01

Issue

Vol. 1 No. 2 (2019): Jurnal Manajemen Dan Investasi (MANIVESTASI), Desember 2019

Section

Articles

License

The copyright of the received article shall be assigned to the publisher of the journal licensed under a Creative Commons Attribution-NonCommercial 4.0 International License in line with the license, authors and any users (readers and other researchers) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.

Creative Commons License