Saffarah, Bella Nur and Prof. Dr. Ir. Djoko Koestiono,, MS and Heptari Elita Dewi,, SP., MP. (2021) Pengaruh Store Image Terhadap Store Satisfaction Dan Store Loyalty Pada Toko Oleh-Oleh Bje Kota Semarang. Sarjana thesis, Universitas Brawijaya.
Abstract
BJE merupakan salah satu sentra bandeng dan oleh-oleh khas Semarang yang terkenal. BJE memiliki banyak konsumen yang loyal mengingat usia usaha yang sudah mencapai 40 tahun. Namun, ditinjau dari ulasan di Google Review pertanggal 5 Desember 2020, ada 9.335 ulasan dan tidak sedikit yang menyampaikan rasa kecewanya karena beberapa faktor store image yang dimiliki BJE beberapa tahun belakangan. Penelitian ini memiliki tujuan untuk mengetahui deksripsi variabel store image, store satisfaction dan store loyalty pada konsumen BJE, menganalisis pengaruh store image terhadap store satisfaction pada konsumen BJE dan menganalisis pengaruh store satisfaction terhadap store loyalty pada konsumen BJE. Pendekatan yang digunakan adalah pendekatan kuantitatif. Teknik analisis data yang digunakan adalah SEM PLS menggunakan bantuan perangkat lunak WarPLS 7.0 untuk mengolah data yang terhimpun dari kuisioner yang disebarkan secara daring. Penentuan responden menggunakan convenience sampling terhadap 100 responden yang pernah melakukan pembelian minimal 2 kali pada BJE cabang Pandanaran. Penelitian ini memiliki hasil analisis yang menunjukkan bahwa variabel store image memiliki pengaruh positif dan signifikan terhadap store satisfaction dan store loyalty, serta store satisfaction memiliki pengaruh positif signifikan terhadap store loyalty ditunjukkan dengan nilai koefisien jalur sebesar 0.72, 0.526 dan 0.223 serta nilai p-value sebesar ≤ 0.05. Selain itu, variabel store satisfaction terbukti menjadi variabel mediasi antara variabel store image dengan store loyalty yang memiliki pengaruh positif dan juga signifikan, ditunjukkan dengan nilai koefisien jalur 0.160 dan nilai p-value 0.010. Namun dari 6 indikator yang membangun store image (merchandise, store atmosphere, pelayanan, convenience facility, harga dan lokasi), indikator convenience facility masih perlu dikembangkan lagi, mengingat banyak jawaban responden berada di skala 1-2 ketika muncul pertanyaan mengenai fasilitas yang disediakan BJE. Untuk variabel store satisfaction, secara keseluruhan responden puas terhadap kinerja BJE karena hanya ada sedikit jawaban di skala 2. Selanjutnya, untuk variabel store loyalty juga harus ditingkatkan karena muncul cukup banyak jawaban responden yang memiliki keinginan untuk berbelanja di toko lain sejenis BJE. Berdasarkan hasil tersebut saran yang dapat diberikan kepada perusahaan adalah lebih memperhatikan kinerja toko dengan pemberian fasilitas yang menunjang kenyamanan dan infrastruktur yang memadai kepada konsumen, memperhatikan kualitas produk, menjaga suasana dan kenyamanan toko, serta menetapkan harga yang sesuai dengan kualitas produk. Selain itu, saran yang dapat diberikan kepada akademisi untuk penelitian selanjutnya yaitu dapat menggunakan variabel-variabel lain yang berpengaruh terhadap store loyalty serta menambahkan mengenai keputusan pembelian konsumen.
English Abstract
BJE is one of the well-known centers of milk fish and Semarang souvenirs. BJE has many loyal customers since the business is already 40 years old. Nevertheless, distinguish from their Google Review, there are 9.335 reviews (per December, 5th 2020) and not a few of expressed their disappointment due to several store image factors that BJE had in recent years. This study aims are to describe store image variable, store staisfaction variable and store loyalty variable on BJE’s consumers, to determine the effect of store image on store satisfaction on BJE’s consumers and to determine the effect of store satisfaction to store loyalty on BJE’s consumers. This study using quantitative approach. Data analysis techniques consist of descriptive analysis and quantitative analysis include validity and reliability of data instrument testing and path analysis. Path analysis is used to analyze the influence between store image and store satisfaction and between store satisfaction and store loyalty. Data collected by online questionnaire and processed using SPSS for Mac OS X. Determination of respondents using non probability sampling of 100 people who have made purchases at least 2 times at BJE Pandanaran branch. This study is able to prove that the store image variable has a positive and significant effect on store satisfaction and store loyalty and store satisfaction has a significant positive effect on store loyalty, indicated by the path coefficient values of 0.72, 0.526 and 0.223 and the p-value of 0.05. In addition, the store satisfaction variable proved to be a mediating variable between the store image variable and store loyalty which had a positive and significant effect, indicated by the path coefficient value of 0.160 and the p-value of 0.010. However, of the 6 indicators that build a store image (merchandise, store atmosphere, service, convenience facility, price and location), the convenience facility indicator still needs to be further developed, considering that many respondents' answers are on a scale of 1- 2 when questions arise about the facilities provided by BJE. For the store satisfaction variable, overall respondents are satisfied with the performance of BJE because there are only a few answers on a scale of 2. Furthermore, for the store loyalty variable, it must also be increased because there are quite a number of respondents who have the desire to shop at other stores similar to BJE. Based on these results, suggestions that can be given to the company are to pay more attention to store performance by providing facilities that support comfort and adequate infrastructure to consumers, paying attention to product quality, maintaining the atmosphere and convenience of the store, and setting prices that are in accordance with product quality. In addition, suggestions that can be given to academics for further research are to use other variables that affect store loyalty and add to consumer purchasing decisions.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521040094 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Pertanian > Sosial Ekonomi Pertanian |
| Depositing User: | Nur Cholis |
| Date Deposited: | 28 Jan 2022 07:26 |
| Last Modified: | 23 Feb 2022 07:18 |
| URI: | http://repository.ub.ac.id/id/eprint/189115 |
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