ANALISIS RETAIL SERVICE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA SUPERMARKET SUPER INDO MERR SURABAYA

Stefani Claudia

Abstract


Penelitian membahas pengaruh retail service quality terhadap customer loyatly dengan customer satisfaction sebagai variabel intervening di Supermarket Super Indo MERR Surabaya. Sampel penelitian ini berjumlah 100 responden pelanggan Super Indo MERR yang telah berbelanja sebanyak 3x dalam 3 bulan terakhir (Januari-Maret) dengan total transaksi lebih dari Rp. 100.000. Pengukuran dilakukan dari variabel Retail Service Quality (X1) dengan indikator Physical Aspects, Reliability, Personal Interaction, Problem Solving, Policy, variabel Customer Satisfaction (Y1) dengan indikator Fulfillment, Pleasure, Ambivalance, sedangkan Customer Loyalty (Z1) memiliki indikator Say Positive Thing, Recommend Friends, Continue Purchasing, hasil penelitian menunjukkan: (1) Retail Service Quality berpengaruh signifikan terhadap Customer Satisfaction dengan hasil T-statistics 8.146; (2) Retail Service Quality berpengaruh signifikan terhadap Customer Loyalty dengan hasil T-statistics 4.054; (3) Customer Satisfation berpengaruh signifikan terhadap Customer Loyalty dengan hasil T-statistics 4.665.

Keywords


Retail Service Quality, Customer Satisfaction, Customer Loyalty

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References


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