ABSTRAK Persaingan bisnis di bidang retail sangat berkembang menyesuaikan diri dengan perubahan lingkungan eksternal. Pasar yang semakin cepat berubah, keinginan konsumen yang berubah, didukung tehnologi yang cepat berubah pula, mengharuskan para produsen sebagai pelaku jasa perlu menyesuaikan diri dengan perubahan itu sendiri. Masyarakat menuntut produk pelayanan toserba yang bermutu dalam pengertian cepat, terbuka, rasional, dan professional. Bisnis di bidang retail bermunculan guna memenuhi kebutuhan masyarakat yang semakin tinggi kebutuhannya akan kualitas. Sekarang bisnis di bidang retail selain sarana pemenuhan kebutuhan masyarakat, manajemen Griya mart juga bertujuan untuk meningkatkan nilai dari toserba Griya mart. Untuk mencapai tujuan tersebut Toserba Griya mart harus bersaing satu sama lain dalam memberikan pelayanan kepada pelanggan. Toserba yang masuk dalam persaingan itu hendaknya mampu memberikan kualitas pelayanan yang baik bahkan yang paling baik, dengan harapan akan dapat meningkatkan loyalitas pelanggan. Toserba Griya mart sebagai salah satu Toserba di Bandung harus mampu menjaga loyalitas konsumenya karena loyalitas konsumen sangat menentukan kelangsungan dan keberhasilan toserba untuk tetap eksis di bidang retail. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan terhadap loyalitas pelanggan pada Toserba Griya Mart di Bandung. Penelitian ini memiliki dua variabel, yaitu variabel bebas ( kualitas pelayanan yang terdiri dari lima sub variabel yaitu bukti langsung, keandalan, daya tanggap, jaminan dan empati). Sedangkan variabel terikatnya adalah loyalitas konsumen. Populasi penelitian ini adalah seluruh konsumen yang pernah berbelanja di Griya mart.
ABSTRACT Competition in retail business is growing to adapt to changing external environment. An increasingly fast-changing markets, changing consumer desires, supported the fast-changing technology as well, requiring the producers as a principal service needs to adjust to the change itself. Public demands quality service products store in the sense of fast, open, rational, and professional. Popping up in retail business in order to meet the needs of an increasingly high need for quality. Now in the field of retail business in addition to means of fulfilling the needs of the community, management Griya mart also aims to increase the value of Griya mart department store. To achieve these objectives Griya mart department store to compete with one another in providing services to customers. Department stores are included in the competition it should be able to provide good service quality even the most good, in hopes to increase customer loyalty. Griya mart department store as one of the General Store in Bandung should be able to maintain the loyalty konsumenya because customer loyalty is crucial to survival and success of department stores still exist in retail. This study aims to determine the effect of service quality to customer loyalty at Griya Mart department store in Bandung. This study has two variables, namely the independent variables (quality of service which consists of five sub-variables that is direct evidence, reliability, responsiveness, assurance and empathy). While the dependent variable is customer loyalty. The population of this study are all consumers who had shopped at Griya mart.
DAFTAR ISI
Halaman HALAMAN JUDUL ....................................................................................... i HALAMAN PENGESAHAN ......................................................................... ii SURAT PERNYATAAN KEASLIAN SKRIPSI............................................iii SURAT PERNYATAAN MENGADAKAN PENELITIAN TIDAK MENGGUNAKAN PERUSAHAAN.............................................................. iv KATA PENGANTAR .................................................................................... v ABSTRACT.....................................................................................................vi ABSTRAK ...................................................................................................... vii DAFTAR ISI ...................................................................................................viii DAFTAR GAMBAR ........................................................................................ix DAFTAR TABEL ........................................................................................... ..x DAFTAR LAMPIRAN .....................................................................................xi BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian ........................................................... 1 1.2 Identifikasi Masalah .................................................................... 2 1.3 Maksud dan Tujuan Penelitian .................................................... 3 1.4 Kegunaan Penelitian .................................................................... 3 BAB II KAJIAN PUSTAKA, KERANGKA PEMIKIRAN DAN PENGEMBANGAN HIPOTESIS 2.1.Kajian Pustaka ............................................................................. 5 2.1.1. Pengertian Pemasaran ...............................................................5 2.1.2.Pengertian jasa/pelayanan............................................................6
2.1.2.1 Klasifikasi jasa / Pelayanan .................................................... .8 2.1.2.2 kualitas pelayanan................................................................... .9 2.1.2.3 Bentuk kualitas pelayanan ...................................................... 10 2.1.2.4 Dimensi kualitas pelayanan.....................................................12 2.1.3 loyalitas pelanggan.................................................................... 25 2.1.3.1.pengertian loyalitas pelanggan .............................................. 25 2.1.3.2 Perkembangan loyalitas pelanggan .................................... 29 2.1.3.3 Merancang dan menciptakan loyalitas pelanggan.............. 31 2.1.4 jenis-jenis loyalitas pelanggan ............................................. 35 2.1.4.1 Pengukuran loyalitas pelanggan ........................................ 37 2.1.4.2 Pengaruh kualitas pelayanan thdp loyalitas pelanggan ...... 41 2.2 Kerangka pemikiran..................................................................42 2.3.Hipotesis Penelitian...................................................................... 44 BAB III
METODE PENELITIAN 3.1.1. Lokasi dan Waktu Penelitian ............................................. 45 3.1.2.Jenis Penelitian ..................................................................... 45 3.1.3.Definisi Operasional Variabel .............................................. 45 3.1.4.Populasi dan Sampel ............................................................ 51 3.1.4.1. Metode dan Kriteria Pengambilan Sampel........................ 51 3.1.4.2. Jumlah Sampel.................................................................. 52 3.1.5.Teknik Pengumpulan Data ................................................... 52 3.1.6.Alat Analisis ......................................................................... 54 3.1.6.1. Uji Validitas....................................................................... 54 3.1.6.2. Hasil Uji Validitas............................................................. 55 3.1.6.3.Uji Reliabilitas .................................................................. 55
3.1.6.4.Hasil Uji Reliabilitas.......................................................... 56 3.1.6.5.Uji regresi………………………………………………....57 BAB IV
HASIL PENELITIAN DAN PEMBAHASAN 4.1.Karakteristik Responden..........................................................60 4.2.Pengujian Hipotesis................................................................ 62 4.2.1. Hasil Pengujian Hipotesis………………............................. 63 4.3.Pembahasan..............................................................................66
BAB V
SIMPULAN DAN SARAN 5.1. Simpulan ................................................................................ 69 5.2.Saran ........................................................................................ 70
DAFTAR PUSTAKA ..................................................................................... 71 LAMPIRAN .................................................................................................... 73 DAFTAR RIWAYAT HIDUP ........................................................................
DAFTAR GAMBAR
Gambar 1 Model Konsep Kualitas Pelayanan Gambar 2 Piramida Loyalitas Gambar 3 Empat jenis loyalitas Gambar 4 Pradigma pemikiran pengaruh kualitas pelayanan terhadap loyalitas pelanggan Gambar 5 Pengujian hipotesis
ix
DAFTAR TABEL
Tabel I Operasional variabel Tabel II Hasil uji validitas Tabel III Hasil uji reliabilitas Tabel IV Karakteristik respnden berdasarkan jenis kelamin Tabel V Karakteristik responden berdasarkan usia Tabel VI Karakteristik responden berdasarkan pendidikan terakhir Tabel VII Karakteristik responden berdasarkan penggunaan jasa Griya mart Tabel VIII Anova Tabel IX Model summary
x
DAFTAR LAMPIRAN
Lampiran A Kuesioner Lampiran B jawaban kuesioner
xi
