FEBRIYANA, SANTIKA (2022) ANALISIS PENGARUH RETAIL MIX TERHADAP LOYALITAS PELANGGAN DI DM BARU SWALAYAN (Survey pada Pelanggan DM Baru Swalayan Bantul, Yogyakarta). Other thesis, UPN "Veteran" Yogyakarta.
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Abstract
PENGARUH RETAIL MIX TERHADAP LOYALITAS PELANGGAN
PADA SWALAYAN “X” DI BANTUL, YOGYAKARTA
Santika Febriyana1, Surpiko Hapsoro Darpito2, Sri Harjanti3
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
santikafebriana23@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh retail mix
terhadap loyalitas pelanggan. Populasi dari penelitian ini adalah pelanggan
swalayan “X” di Bantul. Sampel dihitung menggunakan Cochran dengan jumlah
sampel 100 responden. Teknik sampling dalam penelitian ini adalah purposive
sampling berdasarkan kriteria tertentu. Metode analisis dalam penelitian ini adalah
analisis regresi berganda. Hasil penelitian ini menunjukkan adanya pengaruh
retail mix terhadap loyalitas pelanggan. Product, Price, Place, Promotion,
Personnel, dan Presentation berpengaruh secara positif dan signifikan terhadap
loyalitas pelanggan. Dari hasil penelitian ini, variabel personnel dominan
pengaruh terhadap loyalitas pelanggan. Oleh karena itu, penulis
merekomendasikan Swalayan “X” di Bantul, Yogyakarta untuk selektif dalam
merekrut karyawan, membuat standardisasi pada sistem pelayanan, dan
memberikan pelatihan untuk karyawan guna meningkatkan pelayanannya.
This study aims to determine and analyze the effect of retail mix on customer
loyalty. The population of this research is "X" supermarket customers in Bantul,.
The sample was calculated using Cochran with a sample of 100 respondents. The
sampling technique in this research is purposive sampling based on certain
criteria. The method of analysis in this study is multiple regression analysis. The
results of this study indicate the influence of the retail mix on customer loyalty.
Product, Price, Place, Promotion, Personnel, and Presentation have a positive
and significant effect on customer loyalty. From the results of this study, the
personnel variable is the dominant influence on customer loyalty. Therefore, the
author recommends Supermarket "X" in Bantul, Yogyakarta to be selective in
recruiting employees, standardizing the service system, and providing training for
employees to improve their services.
Kata kunci: Retail Mix, Loyalitas Pelanggan
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Retail Mix, Loyalitas Pelanggan |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Eko Yuli |
| Date Deposited: | 11 Feb 2022 06:55 |
| Last Modified: | 16 Aug 2022 04:10 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/28321 |
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