PENGARUH BAURAN PEMASARAN RITEL TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS TOKO (STUDI PADA MINIMARKET CERIAMART DI PURWOKERTO)

IBAADURROHMAN, ARDIAN FIRDAUS (2016) PENGARUH BAURAN PEMASARAN RITEL TERHADAP KEPUASAN PELANGGAN DAN LOYALITAS TOKO (STUDI PADA MINIMARKET CERIAMART DI PURWOKERTO). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The research was to analyze the effect of product, price, location, promotion, and layout toward the customers’ satisfaction and to analyze the effect of customers’ satisfaction toward the customers’ loyalty in Ceriamart Minimarket in Purwokerto. The sampling was done by distributing questionnaire using purposive sampling. The total sample 113 respondents. The data analysis was by SPSS for windows 16. The data that had been filfilled for validity and reliability test. The classical assumption test and mutiple regression analysis and simple linear regression to result regression formulation. The findings showed that this research had med validity and reliability requirement. The first classical assumption test was free from hetero schediddastisity, and there were two hetero schedadidastisity in the second classical assumption, the first multicolinearity. And normality of the mutiple regression, the dependent variable had significant point, namely personnel. The first hypothesis with t test showed the variable product, price, location, promotion, and layout, only personnel variable that had significant effect on the customers’ loyalty. The second hypothesis with t test showed the customers’ satisfaction variable had significant effect on the customers’ loyalty. While in f test, it show the significant, 0.05. it means that variable of product (X1), price (X2), location (X3), personnel (X4), promotion (X5) and layout (X6)simultaneously had significant effect on customers’ satisfaction (Y). And the first determination coefficient was gained with the adjusted value of R2 15,1%. It means that the variable of customers’ satisfication was affacted by the variables of product, price, location, personnel, promotion, and layout. And the second determination coefficient was gained with the adjusted value of R2 27,6 %. It means that the variable of customers’ loyalty was affacted by customers’ satisfaction, while the rest of 74,2 % can be affacted by other variable.

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