Pengaruh Citra Toko Terhadap Loyalitas Pelanggan Dimediasi Dengan Nilai Yang Dipersepsikan Oleh Pelanggan Kediri Town Square Kota Kediri
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh citra toko terhadap loyalitas pelanggan menggunakan mediasi variabel nilai yang dipersepsikan pada pelanggan yang berbelanja di Kediri Town Square Kota Kediri. Teknik pengambilan sampelnya menggunakan metode purposive sampling dengan menggunakan sampel sebanyak 100 pelanggan. Hasil penelitian dianalisis menggunakan Structural Equation Modelling (SEM-PLS) dengan software SmartPLS 3.0. Hasil penelitian berdasarkan pengaruh secara langsung menunjukkan bahwa citra toko berpengaruh signifikan terhadap Loyalitas pelanggan dengan thitung sebesar 4.309 (thitung > 1,96), citra toko berpengaruh signifikan terhadap nilai yang dipersepsikan dengan thitung sebesar 7,793 (thitung >1,96), dan Nilai yang dipersepsikan juga berpengaruh signifikan terhadap loyalitas pelanggan dengan thitung sebesar 3,395 (thitung > 1,96). Berdasarkan pengaruh secara tidak langsung menunjukkan bahwa citra toko berpengaruh secara signifikan terhadap loyalitas pelanggan melalui nilai yang dipersepsikan dengan thitung sebesar 3,112 (thitung > 1,96).
Kata Kunci: Citra Toko; Nilai yang dipersepsikan ; Loyalitas Pelanggan.
Abstract
This study aims to determine the effect of store image on customer loyalty using the mediation of perceived value variables on customers who shop at Kediri Town Square, Kediri City. The sampling technique used purposive sampling method using a sample of 100 customers. The results were analyzed using Structural Equation Modeling (SEM-PLS) with SmartPLS 3.0 software. The results of research based on direct influence show that store image has a significant effect on customer loyalty with thitung of 4.309 (thitung > 1.96), store image has a significant effect on perceived value with thitung of 7.793 (thitung > 1.96), and also perceived to have a significant effect on customer loyalty with thitung 3,395 (thitung > 1.96). Based on the indirect effect, it shows that the store image has a significant effect on customer loyalty through perceived value with thitung 3,112 (thitung > 1.96).
Keywords: Store Image; Perceived value ; Customer loyalty
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DOI: https://doi.org/10.37531/sejaman.v4i1.1250
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