PENGARUH PROMOSI DAN LOKASI TERHADAP LOYALITAS KONSUMEN YANG DIMEDIASI VARIABEL KEPUASAN KONSUMEN
(STUDI PADA MEMBER LAPANGAN JK FUTSAL TANGERANG)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Vika Perdani, Griyana
Subject
Manajemen Pemasaran
Datestamp
2022-01-05 04:27:32
Abstract :
ABSTRAK Tujuan penelitian adalah untuk mengetahui pengaruh promosi dan lokasi terhadap loyalitas konsumen melalui kepuasan konsumen pada Lapangan JK Futsal Tangerang. Metoda dalam penelitian ini adalah metoda survey menggunakan kuesioner. Populasi sasaran dalam penelitian ini adalah seluruh Tim Member JK Futsal, Tangerang yang berjumlah 40 Tim. Metoda analisis data yang digunakan adalah analisis jalur (path analsys). Metode pengolahan data menggunakan software SPSS 22.00 dan Sobel Test. Hasil penelitian menunjukkan bahwa promosi berpengaruh langsung terhadap kepuasan konsumen, promosi berpengaruh tidak langsung terhadap loyalitas melalui kepuasan konsumen dan lokasi berpengaruh tidak langsung terhadap loyalitas konsumen melalui kepuasan konsumen. Dengan demikian dapat diambil kesimpulkan bahwa konsumen dalam hal ini Tim Member JK Futsal Tangerang merasa puas dan loyal untuk setia menjadi member jika promosi yang diberikan mampu menarik konsumen dan lokasi Lapangan JK Futsal strategis sehingga dapat dijangkau oleh segala macam jenis kendaraan karena letaknya ditengah kota. Kata kunci : Promosi, Lokasi, Loyalitas Konsumen dan Kepuasan Konsumen ABSTRACT The purpose of the study was to determine the effect of promotion and location on consumer loyalty through customer satisfaction in the JK Futsal Tangerang Field. The method in this study is a survey method using a questionnaire. The target population in this study were all the Team Members of JK Futsal, Tangerang, which numbered 40 teams. The data analysis method used is path analysis (path analsys). Data processing methods using SPSS 22.00 and Sobel Test software. The results showed that promotion has a direct effect on customer satisfaction, location has a direct effect on customer satisfaction, promotion has a direct effect on consumer loyalty, location has a direct effect on consumer loyalty, consumer satisfaction has a direct effect on consumer loyalty, promotion has an indirect effect on loyalty through customer satisfaction and location indirect effect on consumer loyalty through customer satisfaction. Thus it can be concluded that consumers in this case the Tangerang JK Futsal Member Team feel satisfied and loyal to become a member if the promotion given is able to attract JK consumers and strategic location so that it can be reached by all types of vehicles because it is located in the middle of the city. Keywords: Promotion, Location, Consumer Loyalty and Customer Satisfaction
ABSTRAK Tujuan penelitian adalah untuk mengetahui pengaruh promosi dan lokasi terhadap loyalitas konsumen melalui kepuasan konsumen pada Lapangan JK Futsal Tangerang. Metoda dalam penelitian ini adalah metoda survey menggunakan kuesioner. Populasi sasaran dalam penelitian ini adalah seluruh Tim Member JK Futsal, Tangerang yang berjumlah 40 Tim. Metoda analisis data yang digunakan adalah analisis jalur (path analsys). Metode pengolahan data menggunakan software SPSS 22.00 dan Sobel Test. Hasil penelitian menunjukkan bahwa promosi berpengaruh langsung terhadap kepuasan konsumen, promosi berpengaruh tidak langsung terhadap loyalitas melalui kepuasan konsumen dan lokasi berpengaruh tidak langsung terhadap loyalitas konsumen melalui kepuasan konsumen. Dengan demikian dapat diambil kesimpulkan bahwa konsumen dalam hal ini Tim Member JK Futsal Tangerang merasa puas dan loyal untuk setia menjadi member jika promosi yang diberikan mampu menarik konsumen dan lokasi Lapangan JK Futsal strategis sehingga dapat dijangkau oleh segala macam jenis kendaraan karena letaknya ditengah kota. Kata kunci : Promosi, Lokasi, Loyalitas Konsumen dan Kepuasan Konsumen ABSTRACT The purpose of the study was to determine the effect of promotion and location on consumer loyalty through customer satisfaction in the JK Futsal Tangerang Field. The method in this study is a survey method using a questionnaire. The target population in this study were all the Team Members of JK Futsal, Tangerang, which numbered 40 teams. The data analysis method used is path analysis (path analsys). Data processing methods using SPSS 22.00 and Sobel Test software. The results showed that promotion has a direct effect on customer satisfaction, location has a direct effect on customer satisfaction, promotion has a direct effect on consumer loyalty, location has a direct effect on consumer loyalty, consumer satisfaction has a direct effect on consumer loyalty, promotion has an indirect effect on loyalty through customer satisfaction and location indirect effect on consumer loyalty through customer satisfaction. Thus it can be concluded that consumers in this case the Tangerang JK Futsal Member Team feel satisfied and loyal to become a member if the promotion given is able to attract JK consumers and strategic location so that it can be reached by all types of vehicles because it is located in the middle of the city. Keywords: Promotion, Location, Consumer Loyalty and Customer Satisfaction
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