ANALISIS PENGARUH CITRA PASAR TRADISIONAL TERHADAP LOYALITAS KONSUMEN

MAYASARI, RANI (2009) ANALISIS PENGARUH CITRA PASAR TRADISIONAL TERHADAP LOYALITAS KONSUMEN. Other thesis, Universitas Sebelas Maret.

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    Abstract

    Traditional market usually accommodated many sellers, executed with traditional management without modern technological equipment and they are more representing the middle downwards class trader. In order to make traditional market hold out and expanding in the business which is full of emulation over consumer, so the seller should know the consumer needed. There are many factors that influence why people chosen at traditional market, they have high loyalty. This research measured through price, service, quality, physical environment, location and variety of goods influence the consumer loyalty. The object in this research is Projo market in Ambarawa. The objectives of this research are to know the influence of price, service, quality, physical environment, location, and variety of goods to consumer loyalty and to know the most dominant dimension which influence the consumer loyalty in Projo market Ambarawa. The type of research which conducted in this research is survey with intake sample use technique of accidental sampling. The samples are amount to 100 people. The kind of data is primary data. The data collecting method used questionnaire. The analysis technique is doubled regression. The result instrument test had shown that all valid and reliable. The test doubled linear regression shown Y = 0,310 + 0,133 X1 + 0,160 X2 + 0,182 X3 + 0,149 X 4 + 0,129 X5 + 0,142 X6. Indicating that variable of price, service, quality, physical environment, location and variety of goods have positive effects to consumer loyalty. The most dominant variable is price that influences the consumer loyalty . Result of t-test had shown that there are partial influenced between independent variable to dependent variable. The result of F-test shown there are influenced together between variable with F hitung = 30,397 and sig. 0,000. The result of coefficient test determination or R 2 obtained equal to 0,662 this is indicate that ability variable of price, service, quality, physical environment, location and variety of goods in explaining variation of loyalty consumer equal to 66,2%. While the rest equal to 33,2% influenced from other variable which is writer is not researching. According to the explanation above, the writer propose suggestion that is variety of goods variable had more attentions because variety of goods variable has less influence to improving consumer loyalty.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Ekonomi
    Fakultas Ekonomi > Manajemen
    Depositing User: Users 844 not found.
    Date Deposited: 16 Jul 2013 03:47
    Last Modified: 16 Jul 2013 03:47
    URI: https://eprints.uns.ac.id/id/eprint/5240

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