PENGARUH PERSEPSI HARGA, KEBERAGAMAN PRODUK DAN PELAYANAN TERHADAP LOYALITAS PELANGGAN SWALAYAN SURYA BARU DI KOTA PATI

Gilang Puspita Rini

Abstract


This study aimed to analyze the influence of price perception, diversity in multiple products and services to customer loyalty Supermarkets Surya Baru Pati city. The population of this experiment is all visitors of Supermarkets Surya Baru in Kota Pati. Sampling method used is random sampling that is a random number regardless of the status of existing in a population with a sample of 98 respondents. Data was collected by using a questionnaire which is then processed by multiple linear regression analysis using SPSS. The results show that: a) partially the perception of price has a positive and significant influence on the loyalty of Surya Baru Supermarkets in Pati city which is indicated by the value of t count> t table (5,083> 1,986). b) Partially the diversity of products has a positive and significant influence on the loyalty of Surya Baru Supermarkets in the city of Pati which is shown by the value of tcount> t table (3.935> 1.986). c) partially the service has a positive and significant effect on the loyalty of Surya Baru Supermarkets in the city of Pati which is indicated by the value of tcount> t table (3.339> 1.986). Simultaneously price perception, product and service diversity has a positive and significant influence on the loyalty of Surya Baru Supermarkets in Pati city which is indicated by F count> F table (34,906> 2,701).

Keywords


Perceptions of Price;Product Diversity;Service and Customer Loyalty

Full Text:

PDF

References


Ali, Hasan, 2013. “ Marketing dan Kasus-Kasus Pilihan”. Yogyakarta : Center for

Academic Publising Service

Alif, 2016. Pengaruh Citra Merek, Harga dan Promosi Terhadap Loyalitas Konsumen PT

Roda Express Sukses Mandiri. Jurnal Ilmu dan Riset Manajemen. Vol. 5. No. 9.

Alifah, 2014. Pengaruh Citra, Pelayanan, Aksesoris Jasa, Keragamanan Produk dan Nili

Nasabah Terhadap Loyalitas Nasabah (Studi Pada Naasabah BPD DIY Syariah

Yogyakarta). Vol. IX, No.1.

Angelia, dkk. 2015. Pengaruh Kualitas Pelayanan, Kualitas Produk dan Kebijaksanaan harga

Terhadap Loyalitas Konsumen Pada Kawan Baru Mantos Manado. Jurnal Emba,

Vol.3 No. 3.

Berman dan Evans, 2010. “Retail Management”. 12th Edition. Jakarta; Pearson.

Fandy Tjiptono 2014. Pemasaran Jasa, Cetakan ke-4, Yogyakarta: Cv. Andi Offset.

Fandy Tjiptono, Ph. D. 2015 Strategi Pemasaran, Edisi 4, Penerbit Andi, Yogyakarta.

Firend and Masoumeh, 2014. Impact Of Service Quality, Trus and Perceived Value on

Customer Loyalty in Malaysia Service Industries.

Ghozali, Imam. 2005. Aplikasi Analisis Multivarite dengan Program SPSS. Edisi Ketiga.

Semarang : Badan Penerbit Universitas Dipenogoro.

Ghozali, Imam. 2013. Aplikasi Analisis Multivarite dengan Program SPSS. Semarang :

Badan Penerbit Universitas Dipenogoro.

Gitosudarmo, Indriyo, 2008, Manajemen Pemasaraan, Edisi Kedua, Cetakan Ke Enam,

Penerbit : BPFE – Yogyakarta.

Griffin, Jill. 2010. Customer Loyalty How to Earn It, How Keep it I, Kentucky Mc Graw Hill

Hizasalasi, 2016. Upaya Mempertahankan Loyalitas Pelanggan Melalui Nilai Pelanggan pada

pelanggan PT. Telkomsel di Pekanbaru. Jurnal Ilmiah Ekonomi dan Bisnis. Vol.

No. 1

Jenet, dkk. 2017. Analisis Pengaruh Store Atmosphere dan Keaneragaman Produk Terhadap

Loyalitas Konsumen di Café Blak Cup Coffe & Rostery. Jurnal Emba, Vol. 5

No. 2.

Kartika, 2011. Pengaruh Kualitas Layanan, Harga dan Kepuasan Pelanggan Terhadap

Loyalitas Pelanggan Jas Transportasi Kereta Api Eksekutif. Jurnal Manajemen

Universitas Gunadarma.

Kotler, Philip & Gary Armstrong. 2014. Principle Of Marketing, 15 Edition. New Jersey :

Prentice-Hall Published

Kotler, Philip & Kevin Lane Keller, 2012. Marketing Management (14ethEdition). New

Jersey : Prentice-Hall Published

Kristanto, Jajat. 2011. Manajemen Pemasaran Internasional: Sebuah Pendekatan Strategi.

Jakarta: Erlangga

Lupiyoadi, Rambat. 2013.Manajemen Pemasaran Jasa Berbasis Kompetisi (Edisi 3).

Jakarta : Salemba Empat.

Melysa, 2013. Kualitas Pelayanan, Kualitas Produk dan Harga Pengaruhnya Terhadap

Loyalitas Pelanggan Kartu AS telkomsel di Kota Manado. Jurnal Emba, Vol. 1

No. 4.

Mursid, M. DRS. (2014). Manajemen Pemasaran. Jakarta : Bumi Aksara

Nursanah. 2010. Analisis Pengaruh Keragaman Produk, Kualitas Pelayanan dan kepuasan

Pelanggan Terhadap Loyalitas Pelanggan Pada PT. Hero Supermarket.

Peter paul, Olson Jerry, 2014, Perilaku Konsumen & Strategi Pemasaran, Edisi 9 Buku 2,

Penerbit Salemba Empat: Jakarta.

Sadriana, dkk. 2014. Pengaruh Kualitas Pelayanan Terhadap Loyalitas Pelanggan pada

Perusahaan Penerbangan Full Service Airlines. Vol. 01 No. 02.Setiadi Nugroho

(2010), Perilaku Konsumen, Edisi Revisi, Jakarta, Prenada Media Group.

Sopiah, Syihabudhin, 2008, Manajemen Bisnis Ritel. C.V Andi Offset. Yogyakarta

Sugiyono, 2010. Metode Penelitian Bisnis. Bandung : Alfabeta

Sugiyono. 2013. Metode Penelitian Bisnis Pendekatan Kuantitatif, Kualitatif R&D, Cv.

Alfabeta, Bandung.

Tjiptono, Fandy dan Candra, Gregonius. 2011. Service, Quality, and Satisfaction. Edisi

Pertama. Yogyakarta : Andi Offset

Tjiptono, Fandy, 2008. Service Management mewujudkan layanan prima.Yogyakarta. Andi

Offset.

Utami, Christina Widya. 2012. Manajemen Ritel. Jakarta: Penerbit Salemba Empat.

Yuliawan, 2016. Mengukur Loyalitas Pelanggan Pada Brastagi Supermarket (Jl. Gatot

Subroto N. 288 Medan). Jurnal Wira Ekonomi Mikroskil, Vol. 6 No. 02.


Article Metrics

Abstract views : 4| PDF views : 24

Refbacks

  • There are currently no refbacks.