PENGARUH CITRA MEREK, KUALITAS PRODUK, STORE ATMOSPHERE, DAN KEPUASAN KONSUMEN TERHADAP LOYALITAS KONSUMEN PADA SUPERMARKET HOKKY MERR SURABAYA
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Institusion
Universitas Katolik Darma Cendika
Author
Aditya, Jeffrey
Subject
HB Economic Theory
Datestamp
2024-03-01 05:12:54
Abstract :
This research aims to determine whether brand image, product quality, store atmosphere, and customer satisfaction influence customer loyalty at Supermarket Hokky MERR Surabaya. This study is quantitative in nature. The sample consisted of 100 individuals who had visited Supermarket Hokky MERR Surabaya at least twice. The sampling technique employed was purposive sampling, and the data collected were primary data. Data were collected using a questionnaire, and SPSS version 25 was used to analyze the data. The results of data analysis indicated that all statement items of variables were valid with an observed correlation coefficient (r) greater than the critical correlation coefficient (r table). Reliability test results showed that all variables were reliable as Cronbach's Alpha values were greater than 0.70. The normality test using P-P Plot indicated that the data used in the study were normally distributed. Multicollinearity test results showed no multicollinearity issues. Heteroskedasticity test results showed no heteroskedasticity issues. The multiple linear regression equation was Y = -0.343 + 0.602X1 - 0.488X2 + 0.821X3 + 0.490X4. The coefficient of determination in this study showed that the adjusted R square value was 0.709 or 70.9%, indicating that independent variables in this study strongly contributed to the dependent variable. The t-test results indicated that brand image variable (X1) had a calculated t-value of 5.867 > t-table 1.98525 with a significance value of 0.000 < 0.05, meaning brand image significantly influences customer loyalty at Supermarket Hokky MERR Surabaya. The product quality variable (X2) had a calculated t-value of -3.031 > -t-table -1.98525 with a significance value of 0.003 < 0.05, indicating that product quality significantly influences customer loyalty negatively at Supermarket Hokky MERR Surabaya. The store atmosphere variable (X3) had a calculated t-value of 3.356 > t-table 1.98525 with a significance value of 0.001 < 0.05, indicating that store atmosphere significantly influences customer loyalty at Supermarket Hokky MERR Surabaya. The customer satisfaction variable (X4) had a calculated t-value of 3.893 > t-table 1.98525 with a significance value of 0.000 < 0.05, meaning customer satisfaction significantly influences customer loyalty at Supermarket Hokky MERR Surabaya.
This research aims to determine whether brand image, product quality, store atmosphere, and customer satisfaction influence customer loyalty at Supermarket Hokky MERR Surabaya. This study is quantitative in nature. The sample consisted of 100 individuals who had visited Supermarket Hokky MERR Surabaya at least twice. The sampling technique employed was purposive sampling, and the data collected were primary data. Data were collected using a questionnaire, and SPSS version 25 was used to analyze the data. The results of data analysis indicated that all statement items of variables were valid with an observed correlation coefficient (r) greater than the critical correlation coefficient (r table). Reliability test results showed that all variables were reliable as Cronbach's Alpha values were greater than 0.70. The normality test using P-P Plot indicated that the data used in the study were normally distributed. Multicollinearity test results showed no multicollinearity issues. Heteroskedasticity test results showed no heteroskedasticity issues. The multiple linear regression equation was Y = -0.343 + 0.602X1 - 0.488X2 + 0.821X3 + 0.490X4. The coefficient of determination in this study showed that the adjusted R square value was 0.709 or 70.9%, indicating that independent variables in this study strongly contributed to the dependent variable. The t-test results indicated that brand image variable (X1) had a calculated t-value of 5.867 > t-table 1.98525 with a significance value of 0.000 < 0.05, meaning brand image significantly influences customer loyalty at Supermarket Hokky MERR Surabaya. The product quality variable (X2) had a calculated t-value of -3.031 > -t-table -1.98525 with a significance value of 0.003 < 0.05, indicating that product quality significantly influences customer loyalty negatively at Supermarket Hokky MERR Surabaya. The store atmosphere variable (X3) had a calculated t-value of 3.356 > t-table 1.98525 with a significance value of 0.001 < 0.05, indicating that store atmosphere significantly influences customer loyalty at Supermarket Hokky MERR Surabaya. The customer satisfaction variable (X4) had a calculated t-value of 3.893 > t-table 1.98525 with a significance value of 0.000 < 0.05, meaning customer satisfaction significantly influences customer loyalty at Supermarket Hokky MERR Surabaya.
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