Pengaruh Customer Value Terhadap Customer Loyalty Melalui Customer Satisfaction Sebagai Variabel Intervening pada Khadijah Store Medan

Abstract

Perkembangan tren busana muslimah syar’i terus meningkat dari tahun ke tahunnya. Banyaknya bisnis pakaian syar’i yang muncul memperketat persaingan dalam menarik pelanggan. Perlunya penerapan strategi bisnis yang tepat untuk Khadijah Store Medan agar mampu tumbuh dan bersaing dengan kompetitornya. Khadijah Store menawarkan produk-produk kualitas terbaiknya untuk bersaing dengan kompetitor lainnya. Pada tahun 2018 sampai pertengahan 2019 terjadi penurunan penjualan di Khadijah Store Medan. Banyak faktor yang mempengaruhi penjualan pada Khadijah Store Medan diantaranya customer value yang diberikan oleh Khadijah Store Medan dan customer satisfaction yang dirasakan oleh pelanggan Khadijah Store Medan. Penelitian ini bertujuan untuk mengetahui : 1) pengaruh customer value terhadap customer loyalty, 2) pengaruh customer satisfaction terhadap customer loyalty, 3) pengaruh customer value terhadap customer satisfaction, 4) pengaruh customer value terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening pada Khadijah Store Medan. Populasi dalam penelitian ini berjumlah 120. Penentuan ukuran sampel menggunakan rumus Slovin, dengan error tolerance = 5%, sehingga diperoleh sampel sebanyak 93 responden. Metode pengumpulan data dilakukan dengan metode dokumentasi, wawancara dan pemberian kuesioner kepada responden. Teknik analisis data pada penelitian ini menggunakan analisis regresi sederhana pada taraf signifikansi =0,05 dan path analysis. Hasil penelitian pada persamaan struktural pertama menunjukkan bahwa customer value dan satisfaction berpengaruh positif dan signifikan terhadap customer loyalty serta customer value berpengaruh positif dan signifikan terhadap customer satisfaction. Pada persamaan struktural kedua menunjukkan bahwa customer value dan customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty. Berdasarkan pengaruh langsung diketahui bahwa customer value berpengaruh positif dan signifikan terhadap customer loyalty, customer satisfaction berpengaruh positif dan signifikan terhadap customer loyalty dan customer value berpengaruh positif dan signifikan terhadap customer satisfaction. Berdasarkan pengaruh tidak langsung diketahui bahwa customer value berpengaruh positif dan signifikan terhadap customer loyalty melalui customer satisfaction sebagai variabel intervening pada Khadijah Store Medan.

The development of sharia Muslim fashion trends continues to increase from year to year. The number of sharia clothing business that emerged tightened competition in attracting customers. The need to apply the right business strategy for Khadijah Store Medan to be able to grow and compete with its competitors. Khadijah Store offers the best quality products to compete with other competitors. In 2018 until mid-2019 there was a decrease in sales at Khadijah Store Medan. Many factors affect sales at the Khadijah Store Medan including the customer value provided by the Khadijah Store Medan and the customer satisfaction felt by the Khadijah Store Medan customers. This study aims to determine: 1) the effect of customer value on customer loyalty, 2) the effect of customer satisfaction on customer loyalty, 3) the influence of customer value on customer satisfaction, 4) the influence of customer value on customer loyalty through customer satisfaction as an intervening variable on the Khadijah Store Medan. The population in this study amounted to 120. Determination of sample size uses the Slovin formula, with error tolerance = 5%, so that a sample of 93 respondents is obtained. The method of data collection is done by the method of documentation, interviews and giving questionnaires to respondents. Data analysis techniques in this study used simple regression analysis at the significance level = 0.05 and path analysis. The results of the first structural equation research show that customer value and satisfaction have a positive and significant effect on customer loyalty and customer value has a positive and significant effect on customer satisfaction. The second structural equation shows that customer value and customer satisfaction have a positive and significant effect on customer loyalty. Based on the direct effect it is known that customer value has a positive and significant effect on customer loyalty, customer satisfaction has a positive and significant effect on customer loyalty and customer value has a positive and significant effect on customer satisfaction. Based on the indirect effect, it is known that customer value has a positive and significant effect on customer loyalty through customer satisfaction as an intervening variable in Khadijah Store Medan.