MEMBANGUN LOYALITAS PELANGGAN TOKO INDOMARET MELALUI CITRA TOKO

Anugrahini Irawati, Bambang Soedarsono, R. Gatot Heru Pranjoto, Pribanus Wantara

Abstract


Industri belanja ritel telah berkembang sangat pesat di Indonesia sejak munculnya minimarket seperti Indomaret dan Alfamart. Penelitian ini merupakan upaya untuk mengeksplorasi pengaruh karakteristik toko dalam menentukan loyalitas toko di Indonesia. Data dikumpulkan dari 125 konsumen Indomaret yang beroperasi di kota Bangkalan. Sebuah model konseptual dikembangkan dan dianalisa menggunakan analisa regresi berganda untuk menguji hipotesis. Model empiris menunjukkan hasil hipotesis yang diuji. Hasil penelitian menunjukkan bahwa suasana toko, diikuti kenyamanan toko, kualitas produk, dan kualitas layanan mempengaruhi loyalitas toko sedangkan harga produk tidak berpengaruh terhadap loyalitas toko. Di akhir artikel ini, ada beberapa rekomendasi dan beberapa saran disampaikan untuk bisa diimplementasikan pada penelitian yang akan datang.

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