PENGARUH STRATEGI HARGA DAN PELAYANAN TERHADAP KEPUASAN ANGGOTA DAN DAMPAKNYA TERHADAP LOYALITAS ANGGOTA
KOPERASI DI KUD. SURANG GANTI KOTA SUBULUSSALAM (ACEH)
ABSTRAK
Koperasi merupakan suatu badan usaha bersama yang berjuang dalam bidang ekonomi dengan menempuh jalan yang tepat dan mantap dengan tujuan membebaskan para anggotanya dari kesulitan ekonomi yang diderita mereka. Secara umum strategi harga dan pelayanan akan membuka peluang koperasi untuk lebih berkembang dari pada para pesaingnya dan senjata strategis yang potensial untuk mengalahkan pesaing. Permasalahan dalam penelitian ini adalah apakah strategi harga dan pelayanan berpengaruh terhadap loyalitas anggota koperasi melalui variabel kepuasan pelanggan. Sampel dalam kegiatan ini adalah seluruh anggota KUD Surang Ganti. Alat analisis yang digunakan dalam penelitian ini adalah Analisis Jalur dengan menggunakan SPSS. Hasil penelitian adalah sebagai berikut (1) Strategi harga dan pelayanan secara langsung berpengaruh positif dan signifikan terhadap kepuasan anggota (2) Strategi harga secara langsung berpengaruh positif dan signifikan terhadap loyalitas anggota (3) Pelayanan tidak berpengaruh signifikan.terhadap loyalitas anggota. (4) Strategi harga berpengaruh positif terhadap loyalitas anggota melalui kepuasan anggota, dan pelayanan tidak berpengaruh signifikan terhadap loyalitas anggota melalui kepuasan pelanggan.
Kata kunci : Strategi harga, pelayanan, kepuasan anggota, dan loyalitas anggota
THE INFLUENCE OF PRICE STRATEGY AND SERVICES ON THE MEMBER SATISFACTION AND ITS IMPACT TO THE LOYALTY
OF THE MEMBERS OF KUD (RURAL COOPERATIVES UNIT) SURANG GANTI IN THE CITY OF SUBULUSSALAM
(ACEH)
ABSTRACT
Cooperatives is a joint venture entities struggling in the economic sector through the stable and proper path with the purpose of freeing its members from the economic difficulties they have suffered. In general, price strategy and services will give the opportunity for the cooperatives to be more developed than its competitors and be a potential strategic weapon to beat its competitors. The research question answered in this study was whether or not price strategy and services have influence on the loyalty of the members of cooperatives through the variable of member satisfaction. The samples for this study were all of the members of KUD Surang Ganti. The data obtained were analyzed through Path analysis by using SPSS program. The result of this study showed that (1) Price strategy and services had a direct positive and significant influence on the loyalty of members, (2) Price strategy had a direct positive and significant influence on the loyalty of members, (3) Service did not have significant influence on the loyalty of members, and (4) Price strategy had positive influence on the loyalty of members through member satisfaction, and services did not have significant influence on the loyalty of members through member satisfaction.
Keywords: Price Strategy, Service, Member Satisfaction, Loyalty of Member
