FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUASAN DAN LOYALITAS KONSUMEN (Studi Kasus pada Pasar Buah Sudirman Kota Pekanbaru)
Abstract: Pasar Buah Sudirman
is a well-known fruit-store in Pekanbaru. However, to gain the loyalty of
shoppers, Pasar Buah Sudirman must appeal to consumers’ social motives and
experiential needs, not simply provide access to desired goods. In response to
changing consumer needs, the store has grown larger and metamorphed into a
convenience of one-stop shopping, to include service outlets and providing
daily needs goods, not only fruits, at the store. Therefore, research was aimed
to study: (1) the factors that configuring customer satisfaction in Pasar Buah
Sudirman, (2) what factors that configuring customer’s loyalty of Pasar
Buah Sudirman. This research was held in two months between
May – July 2014. This research was performed by applying convenience random
sampling method. The sample size was 150 respondents that shopped more than
twice to the targeting store. Data were analyzed by principle component
analysis (PCA). The results show from 24 attributes used in the analysis of
components of PCA with factor analysis are adequate for further analysis as the
'key factors' to represent the characteristic profile of Pasar Buah Sudirman’s
costumers. The 8 variables, then, can be classified as: Product Quality,
Reliability, Responsiveness, Assurance, Tangible, Empathy, Costumers'
satisfaction, and Costumers' Loyalty, consistent with previous researches.
Other findings from this research were:
(1) the respondents were satisfied with the decision to shop and never
complain with product. (2) the factors that configuring costumer’s loyalty were
respondents determination to shop in Pasar Buah Sudirman, retention, repetition
and referral to others.
Penulis: Dian Martha Darman,
Fajar Restuhadi, Eliza
Kode Jurnal: jppertaniandd150662