PENGARUH KUALITAS LAYANAN, PROMOSI DAN KELENGKAPAN BARANG TERHADAP LOYALITAS KOMSUMEN RITEL PESONA INDAH SEMARANG

Abstract

Retail developments, especially in Central Java is very promising. One of them retail Pesona Indah Semarang. Ritel have an important role in the economic sector, especially in supporting the development of micro and medium enterprises in the field of trade. Increasingly tight competition between the retail service quality, promotion and completeness of retail goods Pesona Indah  Semarang provide must be optimized so that the company is able to maintain customer loyalty for the sake able to survive and win the competition.

 This research aims to analyze and describe the direct and indirect influence between service quality, promotion and completeness of goods to the  retail customer loyalty Pesona Indah  Semarang. Its population is 4065 retail consumers Charm Beautiful Semarang. While as many as 109 sample respondents, sampling by using techniques Probability Sampling Simple,  Random Sampling types. The analysis used in this research is the technique of analysis and hypothesis testing, using the method of multiple linear regression analysis, where the analysis using the program package SPSS version 16.0. Based on the calculation results show that the variable quality of service, promotion and completeness of goods to customer loyalty is significant. Adjusted R square of 0.871 indicates that 87.71 percent of the variance is explained by the customer loyalty of independent variables in the regression equation. While 12.9 percent explained by other variables not examined in this study.

Keywords: quality of service, promotion, completeness goods, consumer loyalty