Analisis consumer shopping value, satisfaction terhadap loyalty retail apparel brand distro clothing (studi kasus pelanggan distro Tomcat Surakarta)

Oleh :
Ade Shintaro - F1206547 - Fak. Ekonomi dan Bisnis

ABSTRAK Tujuan dari penelitian ini adalah untuk menguji pengaruh Analisis Pengaruh Consumer Shopping Value, Kepuasan Terhadap Loyalitas Retail Apparel Brand Distro Clothing. Sampel dalam penelitian ini adalah customer dari Distro Clothing. Teknik pengambilan sampel yang digunakan adalah confinience sampling, yaitu teknik pengambilan sampel adalah orang-orang yang mudah ditemui atau berada pada waktu yang tepat, serta mudah dijangkau. Jumlah yang sampel yang diambil sebanyak 125 dan merupakan custumer dari distro Tomcat disurakarta. Berdasarkan latar belakang masalah maka dirumuskan sebagai berikut : (1) Apakah utilarian shoping benefits mempunyai pengaruh terhadap customer satisfaction retail apparel brand distro clothing?, (2) Apakah hedonic shoping benefits mempunyai pengaruh terhadap customer satisfaction retail apparel brand distro clothing?, (3) Apakah customer satisfaction mempunyai pengaruh terhadap customer loyalty retail apparel brand distro clothing?, (4) Apakah customer satisfaction mempunyai pengaruh word of mouth pelanggan retail apparel brand distro clothing?, (5) Apakah customer loyalty mempunyai pengaruh word of mouth pelanggan retail apparel brand distro clothing?. Alat analisis yang digunakan untuk menguji kesesuaian model dan hipotesis yang diajukan adalah structural equation modelling (SEM) dengan bantuan program amos 6.0 hasil analisis menunjukkan bahwa nilai-nilai yang terdapat dalam goodness of fit adalah : chi square (118P,220) , tingkat signifikasi dengan tingkat probability (0,091) CMIN / DF (1,194), GFI (0,896), RMSEA (0,040), AGFI (0,857), TLI (0,972) dan CFI(0,977). Hasil pengujian menunjukkan bahwa tidak semua jalur yang dianalisis memiliki hubungan significant. kriteria jalur significant adalah apabila memiliki tingkat signifikasi uji hipotesis lebih kecil dari 5 % . jalur yang memiliki hubungan yang significant adalah pengaruh utilarian shopping benefit pada customer satisfaction memiliki nilai koefisien regresi (0,308) dengan p-Value (0.007), pengaruh hedonic shopping benefit pada customer satisfaction memiliki nilai koefisien regresi (0,243) dengan p-value (0,019), pengaruh customer satisfaction pada customer loyalty memiliki nilai koefisien regresi (0,405) dan p-value (0,000), pengaruh customer loyalty terhadap word of mouth memiliki koefisien regresi (0,553) dan p-value (0,000). Sedangkan jalur pengaruh customer satisfaction terhadap word of mouth tidak terbukti karena memiliki koefisien regresi (0,069) dan p-value (0,522). Berdasarkan hasil penelitian ini saran yang dapat diberikan dengan cara mengidentifikasi keinginan dan harapan konsumen saat ini yaitu memperbarui jenis dan menambah variasi produk sesuai dengan trend pasar yang sedang berkembang saat ini. Kondisi toko hendaknya didesain sebagai tempat belanja memberikan hiburan yang menyenangkan, dengan mendesain interior dan eksterior toko sesuai dengan selera anak muda, karena segmen terbesar distro ini berada pada kalangan usia muda. ABSTRACT The purpose of this study was to test the influence of Influence Analysis of Consumer Shopping Value, Satisfaction Against Brand Loyalty Distro Clothing Retail Apparel. The sample in this study is the customer of the Distro Clothing. Sampling technique used was non-probability sampling. The number of samples taken as many as 125 and is Custumer of Tomcat distribution Surakarta. Based on the background of the problem is formulated as follows: (1) Is the utilitarian shopping benefits have an influence on customer satisfaction brand clothing retail apparel distribution?, (2) Is hedonic shopping benefits have an influence on customer satisfaction brand clothing retail apparel distribution?, (3) Is customer satisfaction have an influence on customer loyalty brand clothing retail apparel distribution?, (4) Is customer satisfaction influence customer word of mouth brand clothing retail apparel distribution?, (5) Is customer loyalty influence word of mouth customers brand apparel retail distribution clothing?. Analysis tool used to test the suitability of the model and the proposed hypothesis is structural equation modeling (SEM) with the help of Amos 6.0 program analysis results showed that the values contained in the goodness of fit is: chi square (118.220), the level of significance with a probability level (0.091) Cmin / DF (1.194), GFI (0.896), RMSEA (0.040), AGFI (0.857), TLI (0.972) and CFI (0.977). Test results showed that not all lines analyzed have significant relationships. criteria for significant point is that if a hypothesis test of significance level less than 5%. lines that have a significant relationship is the influence of utilitarian benefits shopping on the customer satisfaction has a regression coefficient value (0.308) with p-Value (0007), the influence of hedonic shopping benefits on customer satisfaction has a regression coefficient value (0.243) with a p-value (0.019), the influence of customer satisfaction on customer loyalty has a regression coefficient value (0.405) and p-value (0.000), the influence of customer loyalty on word of mouth has a regression coefficient (0.553) and p-value (0.000). While the influence of customer satisfaction point of word of mouth has not been proven because it has a regression coefficient (0.069) and p-value (0.522).Based on the results of this study can be given advice by identifying the wishes and expectations of consumers today to update and add variations of the product in accordance with market trends that are developing today. Conditions should be designed as a store shopping provides a fun entertainment, with exterior and interior design store in accordance with the tastes of teenage, since the largest segment of this distribution is on teenage.