Pengaruh Citra Toko Terhadap Loyalitas Pelanggan (Studi pada Smesco Mart Al Hikam Malang)

Abstract

Abstract: This study aims to determine how the effect of store image on customer loyalty partially, simultaneously, the coefficient of determination and effective contribution. This research used a quantitative approach, technique of random sampling, and a sample of 150 customers who've bought in Smesco Mart Al Hikam Malang at least twice. The conclusion is that the image of the store (X) has positive effect on customer loyalty (Y). Atmospheric store (X1), Merchandise (X2), clerk (X3), services (X4), and promotion (X5) positive effect on customer loyalty Smesco Mart Al Hikam Malang. Image stores accounted for 43.7%. Merchandise is effective as the biggest contributor to 12.30%. Keywords: Image Store, Atmospheric Store, Merchandise, Clerk, Service Promotion Abstrak: Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh citra toko terhadap loyalitas pelanggan secara parsial, simultan, koefisien determinasi dan sumbangan efektif. Menggunakan pendekatan kuantitatif, teknik random sampling, dan sampel 150 pelanggan yang pernah membeli di Smesco Mart Al Hikam Malang minimal dua kali. Kesimpulannya bahwa citra toko (X) berpengaruh positif terhadap loyalitas pelanggan (Y). Atmosfer toko (X1), Merchandise (X2), pramuniaga (X3), pelayanan (X4), dan promosi (X5) berpengaruh positif terhadap loyalitas pelanggan Smesco Mart Al Hikam Malang. Citra toko menyumbang 43,7%. Merchandise sebagai penyumbang efektif terbesar 12,30%. Kata Kunci: Citra Toko, Atmosfer Toko, Merchandise, Pramuniaga, Pelayanan Promosi