The Effect of Customer Experience, Atmosphere Store and Sales Promotion on Customer Loyalty
on Discovery Ponsel – Wadung Asri Sidoarjo
Arsyta Middya Kusuma, I Gede Arimbawa
Management Study Program - Faculty of Law, Economics and Education Narotama University Surabaya
[email protected], [email protected]
Abstract
The existence of a cellular phone or smartphone today is not a luxury item for everyone because almost everyone from various status groups, occupations and ages can now have it. The reason for using a smartphone today is because it is very necessary for daily communication and makes it easier to find various kinds of information through the internet network. As modern humans, we certainly understand enough about the advantages of smartphones in daily activities. If we look back a few years ago, we will realize how big the impact of the invention smartphone. The smartphone market with better products will continue to grow, now two smartphone models known to the world community, namely Android Phone and iPhone. Both of these gadgets have advantages and their respective markets so that they can compete as healthy rivals in world electronic commerce. This study uses a quantitative approach, with the technique of taking the sample using the Judgmental sampling method, the sample is taken based on the criteria that have been previously formulated by the researcher. so that the authors set the sample criteria as follows: those who have bought at least 2 times, are listed as members of the cellphone discovery shop. So that the sample size is 136 people, collecting data taken using research instruments, data analysis is quantitative with the aim of testing the hypothesis set by the researcher. The results show that Customer Experience, Store Atmosphere, and Sales Promotion partially have a significant effect on purchasing, decisions.
Customer Experience, Store Atmosphere, and Sales Promotion simultaneously affect purchasing, decisions. This research was only conducted at Discovery Ponsel Wadung Asri Sidoarjo, and the customer as the unit of analysis, so the results of this research cannot be generalized and only apply to Discovery Ponsel Wadung Asri Sidoarjo.
The research variables used in this study include; Customer Experience, Store Atmosphere, and Sales Promotion in conjunction with Customer Loyalty in Wadung Asri Sidoarjo Mobile Discovery. If there are other variables used to measure customer loyalty, then these variables are not discussed in this study.
Keywords:
Customer Experience, Sales promotion and Customer loyalty, Store Atmosphere
1. Introduction
1.1. BackgroundThe existence of a cell phone or smartphone today is not a luxury item for everyone because almost everyone from various status groups, occupations and ages can now have it. The reason for using a smartphone today is because it is very necessary for daily communication and makes it easier to find various kinds of information through the internet network. As modern humans, we certainly understand enough about the advantages of smartphones in daily activities. However, the Covid-19 pandemic which has attacked almost all parts of the world from the end of 2019 until now, impact on various businesses, including the smartphone in Indonesia.
However, it is very different from the conditions in Indonesia, the Indonesian smartphone market was able to survive in the midst of the Covid-19 pandemic which changed how people interacted, where the government is very aware that it is so important to balance between handling health problems due to the Covid-19 pandemic and handling the economy.
Figure 1 Mobile Discovery Sales Report (In Quarters)
From figure 1. above, it clearly illustrates the impact of Covid 19 on the number of cellular phone sales on Discovery Ponsel. Based on the results of initial visits and interviews with business owners, information was obtained that sales were mostly based on visits or the presence of consumers at Discovery Ponsel outlets, while the government issued a large-scale restriction policy with various levels according to the affected area. This condition certainly has an impact on decreasing the number of consumer visits and at the same time having an impact on decreasing the number of sales.
Based on the background description of the phenomena that occurred at the Wadung Asri Sidoarjo Mobile Discovery and referring to several theoretical references as well as a review of several empirical studies, the main problem to be studied is about Customer Loyalty. To determine whether there is an influence on customer loyalty, the authors use the independent variables Customer Experience, Store Atmosphere and Sales Promotion, so that in the preparation of this thesis the author proposes a research title as follows:
"The Effect Customer Experience, Store Atmosphere and Sales Promotion on Customer Loyalty at Discovery Mobile - Wadung Asri Sidoarjo"
1.2 Formulation of Research Problems
The formulation of the problem used in this study Based on the above background, among others:
1. Is there a partial effect of the variable Customer Experience, and Store Atmosphere and Sales Promotion on customer loyalty at Discovery Ponsel Wadung Asri Sidoarjo.
2. Is there a simultaneous effect of the variable Customer Experience, and Store Atmosphere and Sales Promotion on customer loyalty at Discovery Ponsel Wadung Asri Sidoarjo
1.3 Research Objectives
Based on the description of the background of the problem and the statement of the formulation of the problem that has been put forward, the objectives in this study are as follows:
1. To partially analyze the effect of the variable Customer Experience, Store Atmosphere and Sales Promotion on customer loyalty at Discovery Ponsel Wadung Asri Sidoarjo.
2. To analyze the simultaneous influence of the variable Customer Experience, and Store Atmosphere and Sales Promotion on customer loyalty at Discovery Ponsel Wadung Asri Sidoarjo
1.4 Benefits of research.
The benefits that can be taken from the results of this study are as follows:
1. Academic Benefits
1) It is hoped that the results of this research can add insight and knowledge for researchers and be useful for all parties interested in marketing management, especially information related to customer loyalty.
2) It is hoped that it can be used as information and useful thoughts for similar research in the future.
2. Practical Benefits
It is hoped that the results of this study can provide input for Wadung Asri Sidoarjo Mobile Discovery in particular as a consideration in making decisions related to efforts to maintain customer loyalty, and efforts that need to be made in maintaining relationships with customers as well as efforts to create opportunities in achieving new customer.
1.5. Problem Limitation
In order to be more focused and not deviate from the existing problems, this research only focuses on:
0 100 200 300
Graphic 1. : Mobile Discovery Sales Report (In Quarters)
Mobile Discovery Sales Report (In Quarters)
1. This research was only conducted at the Wadung Asri Sidoarjo Cellphone Discovery, and the customer as the unit of analysis, so the results of this research cannot be generalized and only apply to the Wadung Asri Sidoarjo Cellphone Discovery.
2. The research variables used in this study include; Customer Experience, Store Atmosphere, and Sales Promotion in conjunction with Customer Loyalty in Wadung Asri Sidoarjo Mobile Discovery. If there are other variables used to measure customer loyalty, then these variables are not discussed in this study.
2. Conceptual framework and hypothesis building
2.1. CustomerLoyalty Customer loyalty is an ingrained commitment to. According to Tjiptono (2012) Loyalty is a customer's persistent customer loyalty to consistently repurchase a service or product in the future consistently.
In this study the authors use indicators of customer loyalty as proposed by Tjiptono (2012) in (Dharma, 2017) as follows:
1. A purchase intention made by consumers more than once
2. Recommending to others is suggesting or recommending to others about the product he bought
3. Not intending to move, consumers are loyal to the product or brand they like and are reluctant to switch brands
4. Talking about positive things is talking about positive things for the product you buy 2.2. Customer Experience
An experience is a collection of events when a business entity and a customer exchange sensory stimuli, information, and emotions. According to Schmitt in Hendarsono, 1999) defines experience as an event that occurs in response to several stimuli from the marketing process to purchasing.
According to Rageh et al. (2013) in his research, he explained that there are 8 dimensions that exist in experienced customers. However, according to the location of the research, 5 dimensions will be used from 8 dimensions:
1. Safety
Comfort is a feeling condition of a person who feels a comfort based on individual perception. A person's perception of comfort varies depending on the feeling condition of the individual experiencing the situation. This finding is in accordance with the theory presented by (Rageh et al., 2013) The indicators of the comfort variable are as follows:
1) Facilities 2) Activity 3) Climate
2. Education is a learning process either formal or non-formal obtained through an event or events that have been experienced either individually or together Parker (2006) The indicators of the education variable are as follows:
1) Exploration 2) Knowledge 3. Recognized
Recognition refers to the visitor's feelings to be considered important. This can be interpreted as the attitude of the staff or employees who are friendly and always smiling to visitors. Recognition is identified as an important factor in the service experience. indicators:
1) Consumer respect 2) Quality of service 4. Novelty
He need for new things that lead to certain brand innovations that can be offered to users, the indicators are:
1) Product specification updates 2) Product design novelty 3) Product technology novelty 5. Security
Security can be given to customers, especially when making transactions and after purchasing, a product guarantee is made.: safety is a state free from danger indicators:
1) Security in transactions
2) The existence of a product warranty 3) Original products
2.3. Store Atmosphere
Atmosphere is an atmosphere that is created, in accordance with consumer expectations so that it can attract consumers to come and buy. The atmosphere of the store affects the mood or feelings of consumers, so that it can lead to the buying process atmosphere can be interpreted as all aspects of the interior (room in the store) that affect the sales atmosphere, especially including the provision of light (lighting), color (color), music, and fragrances
Sujana store. The author uses indicators as presented by Berman & Evans (2004), as follows:
1. Exterior (the outside of the store), consisting of indicators:
1) Entrance (store entrance) 2) Surrounding area Parking (parking lot)
2. General Interior (the inside of the shop), consists of indicators:
1) Color and lighting 2) Fixture (placement) 3) Cleanness (cleanliness)
3. Store Layout (store layout), consisting of 1) Selling space (sales space) , 2) Personnel space (employee room),
4. Interior Point Of Purchase (POP), consisting of indicators:
1) Theme setting display (decorating according to theme) 2) Wall decoration (room decoration)
2.4. Store Atmosphere
According to Kotler & Keller (2016) sales promotion tools can be:
1) Samples (samples or samples),
2) Coupons or Vouchers (coupons or vouchers), 3) Premiums (premiums),
4) Patronage Rewards, 5) Discounts (rebates in
6) percent form) or cents-off deals, 7) Bonus packs (special bonuses, 8) Rebates,
9) Point-of-Purchase / POP (point of purchase promotions), 10) Contests, sweepstakes, and games.
To measure the Sales Promotion variable, the author uses the indicators as presented by Kotler & Keller (2016) as follows:
1. Coupons or Vouchers (coupons or vouchers which are the most widely used sales promotions, coupons are often used because they can be distributed directly to consumers through retail channels. Coupons can have a good influence on merchants because they can attract consumers to buy new products or buy more than one product
2. Discounts (rebates) are direct reductions in the price of product purchases within a certain period.
3. Sweepstakes, which give consumers, the opportunity to win something like cash or products, which are done randomly.
2.4. Research Concept Framework
Figure 2. Thinking Framework Description: partial test (t test)
Simultaneous test (F test) 2.5. Hypothesis
A hypothesis is a provisional assumption whose truth remains to be tested. By looking at the research framework above, the hypotheses to be tested in this study are:
1. That variable Customer Experience, and Store Atmosphere and Sales Promotion have a simultaneous effect on customer loyalty
2. That variable Customer Experience, and Store Atmosphere and Sales Promotion partially affect customer loyalty
3. Design, methods and approach
3.1. Research ApproachThis research was conducted with a quantitative approach as proposed by (Sugiyono, 2006) namely the research method based on the philosophy of positivism, to determine a particular population or sample, the sampling technique was carried out by the judgmental sampling method, data collection using research instruments, quantitative data analysis to test the established hypothesis.
3.2. Research Object 3.2.1 Population
The population can be said to be a collection or object or group of people who have certain similarities that are used by researchers to be studied to obtain conclusions (Sugiyono, 2006). In this study, the population is customers who buy gadgets at Discovery Ponsel, Sidoarjo.
3.2.2 Sample The
Sample is part of the population which is considered that its characteristics can represent the population (Sugiyono, 2014) according to records in the sales book, it was obtained at the end of 2021 the number of buyers was 1000 people, of that number 136 people made repeat purchases, therefore the determination of the number of samples in this study was using the Judgmental sampling method, namely according to (Sugiarto, 2001). Judgment Sampling is a form of convenience sampling if you look at the way the sample unit is taken. The sample was taken based on the criteria that have been formulated in advance by the researcher. So the authors set the sample criteria as follows: those who have bought at least 2 times, are listed as members of the cell phone discovery shop. So that the total sample size is 136 people, which is then applied as respondents in this study.
3.3 Measurement Scale
List of questions or statements made for this study refers to the measurement of variables using a, Likert scale. Likert scale is a measuring tool used to measure the responses, attitudes or impressions of a person or group regarding an event or social phenomenon experienced. Individuals can respond to five choices on each question, namely:
1. Score 1 for strongly disagree (STS) 2. Score 2 for disagree (TS),
Store Atmosphere (X1)
Customer experience (X2)
Seles Promotion (X3)
Customer Loyalty (Y)
3. Score 3 for moderately agree (CS), 4. Score 4 for the value agree (S)
5. Score 5 for the value strongly agree (SS).
3.4 Research Variables
In this section, we will explain in detail the operational definitions of variables that will be used in this study. Each operational variable definition will be explained as follows:
1. Customer Experience, in this study measured using 13 indicators, namely: Facilities, Activity, Climate, Exploration, Knowledge,Consumer respect,Service quality, Renewal of product specifications, Novelty of product design, Novelty of product technology, Security in transactions, Product warranty, Original product 2. Store Atmosphere, in this study using 10 indicators, namely: Entrance, surrounding area, Parking, General
Interior, Color and lightening, Fixture, Cleanness, Store Layout, Personnel space, Customer space, Theme setting display, Wall decoration
3. Sales promotion in this study was measured using 3 indicators, namely Coupons or Vouchers, Discounts, Sweepstakes,
4. Customer loyalty, is the dependent variable with 4 indicators as follows: Make repeat purchases, Recommend to others, Not intend to move, Talk about positive things
4. Analysis result and discussion
4.1 Research Instrument Testing Results 1. ValidityTest The validity test of the questionnaire turned into completed based totally on the test effects by using calculating the Pearson Product moment correlation coefficient as shown in table 4.5 under. Validity checks to measure whether or not a questionnaire is legitimate. The following are the outcomes of validity trying out with the calculation of the Pearson Product moment correlation coefficient
Table 1. Test the validity of the Statement R count R table Conclusion
X1.1 .595 0,1684 Valid.
X1.2 .713 0,1684 Valid.
X1.3 .621 0,1684 Valid.
X1.4 .688 0,1684 Valid.
X1.5 .599 0,1684 Valid.
X1.6 .683 0,1684 Valid.
X1.7 .693 0,1684 Valid.
X1.8 .682 0,1684 Valid.
X1.9 .662 0,1684 Valid.
X1.10 .714 0,1684 Valid.
X1.11 .697 0,1684 Valid.
X1.12 .684 0,1684 Valid.
X1.13 .689 0,1684 Valid.
X2.1 .732 0,1684 Valid.
X2.2 .618 0,1684 Valid.
X2.3 .610 0,1684 Valid.
X2.4 .620 0,1684 Valid.
X2.5 .617 0,1684 Valid.
X2.6 .700 0,1684 Valid.
X2.7 .666 0,1684 Valid.
X2.8 .677 0,1684 Valid.
X2.9 .661 0,1684 Valid.
X2.10 .697 0,1684 Valid.
X3.1 .719 0,1684 Valid.
X3.2 .714 0,1684 Valid.
X3.3 .749 0,1684 Valid.
Y1.1 .746 0,1684 Valid.
Y1.2 .734 0,1684 Valid.
Y1.3 .747 0,1684 Valid.
Y1.4 .714 0,1684 Valid.
Source: Researchers, processed data, 2022
Based totally on table 4.1 above shows that the effects of testing the validity of indicators of all of the unbiased variable and the structured variable are legitimate, due to the fact the corrected item price – general correlation (vital) is extra than rtable so its miles stated that each one research variables are valid.
2. Reliability
Take a look at Reliability take a look at is used to determine the reliability or consistency of the device (questionnaire) used. Here are the outcomes of the Reliability test.
Table 2. Reliability Statistics
Cronbach's Alpha
Cronbach's Alpha Based on
Standardized
Items N of Items
.965 .965 30
Source: Researchers, processed data, 2022
It's far regarded that these variables are reliable, due to the fact all alpha values (rhit) aren't greater than 0.965. Then all studies variables are declared dependable.
4.2 Classical Assumption Test 1. Normality
Test normality take a look at objectives to test whether the regression model of the established variable and the independent variable both have a normal distribution or not. Primarily based on the outcomes of the spss calculation, the subsequent consequences are received. Desk 4.3: statistics normality test
Table 3.
One-Sample Kolmogorov-Smirnov Test customer
experience
store atmosphere
promotio n Sales
Customer loyalty
N 136 136 136 136
Normal Parameters a Mean 4.3128 4.2074 4.2745 4.3290 Std.
Deviation .49323 .52361 .67144 .60683 Most Extreme
Differences
Absolute .109 .140 .172 .146
Positive .082 .110 .140 .134
Negative -.109 -.140 -.172 -.146
Kolmogorov-Smirnov Z 1.266 1.635 2.008 1.700
Asymp. Sig. (2-tailed) .181 .110 .101 .106
Source: Researchers, processed data, 2022
Based totally on Table 3. above, it can be seen that the sig (2-tailed) customer experience, store atmosphere, sales promotion and customer loyalty are above 0.05, so it may be concluded that this version is generally allotted.
Then the idea of normality is met.
1) Multicollinearity test Multicollinearity
Test targets to check whether the regression model located a correlation among the unbiased variables (impartial). The effects of the calculation of the price of vif (variance inflation factor) and the correlation matrix of the impartial variables may be visible in desk 4 beneath:
Table 4. Value of Variance Inflation of Independent
Variable Nilai VIF
Customer Experience (X1) 2,845
Store Atmosphere (X2) 2,611
Promotion Sales (X3) 2,578
Source: Researchers, processed data, 2022
From the effects of the multicollinearity calculation by using looking at the VIF value, it may be visible that for all variables the VIF value is under the wide variety 4. So the multicollinearity take a look at consequences by calculating the correlation matrix and the VIF display that there's no multicollinearity among the impartial variables, due to the fact the VIF value is underneath the quantity 4.
2) Heteroscedasticity Test (Glejser)
The following table presents the occurrence of heteroscedasticity (Glejser)
Table 5. Heteroscedasticity test results (Glejser) Coefficients a
Model
Unstandardized Coefficients
Standardized Coefficients
t Sig.
B Std. Error Beta
1 (Constant) .630 .157 4.023 .134
customer
experience .115 .059 .269 1.968 .151
store atmosphere -.159 .053 -.393 -3.001 .103
sales promotion -.057 .041 -.183 -1.404 .163
a. Dependent Variable: Abs_Res Source: Researchers, processed data, 2022
Based on table 5. customer experience, store atmosphere, sales promotion and customer loyalty above 0.05, it can be concluded that this model is normality distributed. Then the assumption of normality is met.
4.3 Results of Multiple Linear Regression Analysis
Based on the calculation result of data processing with the help of the SPSS 16.00 computer program for windows, the following multiple linear regression equation is obtained:
table 2. Summary of Multiple Linear Regression Results Description Unstandardized
Coefficients (Beta) thing table Sig.
(Constant 0,168
Customer experience 0,277 3,088 1.978 0,002
Store atmosphere 0,215 2,658 1.978 0,009
sales promotion 0,482 7,681 1.978 0.000
R 0,868
R Square 0,748
Fliting 134,23
Ftabel 2.67
Source: Researchers, processed data, 2022
Based on the above calculation effects, the linear regression equation is acquired double as follows:
Y = 0.168 + 0.277 X1 + 0.215 X2 +0.482 X3
The interpretation of the regression version above is as follows:
1. The steady (β0) = 0.168 suggests the size of the client loyalty variable which is not prompted through the Customer Experience in variable (X1), Store Atmosphere (X2), Sales Promotion (X3) or the independent variable = 0 then the acquisition selection value is 0.168.
2. The fee of the consumer experience coefficient (β1) of 0.277 shows that if the client experience variable (X1) it'll result in a growth in client Loyalty of 0.277 assuming other variables are steady.
3. The Store Atmosphere (β2) coefficient value of 0.215 suggests that if the Store Atmosphere (X2) variable is elevated, it'll result in an increase in Customer Loyalty of 0.215, summing different variables are steady.
4. Sales Promotion coefficient value (β3) of 0.482 shows that if the Sales Promotion variable (X3) is extended, it'll result in a growth in Customer Loyalty of 0.482, assuming other variables are constant.
5. The fee of the coefficient of willpower or R2 is used to measure how some distance the version's capability to give an explanation for the variation of the based variable (Y), namely the Purchase choice variable. The consequences of the SPSS calculation received a fee of R2 = 0.748 which means that 74.8% Customer Loyalty (Y) can be explained by the Customer Experience variable (X1), Store Atmosphere (X2), Sales Promotion (X3) even as the closing 25 ,2% is stimulated through different variables outside the version beneath have a look at.
4.4 Hypothesis Testing
In reference to the method of the hassle and the proposed studies hypothesis as defined inside the preceding section, it could be explained that the variables that have an effect on buy selections are Customer Experience (X1), Store Atmosphere (X2), Sales Promotion (X3) And on this examine the established variable is Customer Loyalty, particularly the variable (Y).
1. F test (simultaneous test) Simultaneous test (F test) shows that each one independent variables which include of Customer Experience (X1), Store Atmosphere (X2), Sales Promotion (X3) have a sizeable effect on the structured variable (loyalty).
Table 3 F Test Calculation Results ANOVA b
Model
Sum of Squares df Mean Square F Sig.
1 Regression 37,440 3 12,480 134,234 ,000a
Residual 12,272 132 ,093
Total 49,713 135
a. Predictors: (Constant), sales promotion, store atmosphere, customer experience b. Dependent Variable: customer loyalty
Because F count > F table which is 134,234 > 2.67, then H0 rejected at a importance level of 5% s so that it can be concluded that each one impartial variables (Customer Experience (X1), Store Atmosphere (X2), Sales Promotion (X3)) at the structured variable Y (Customer Loyalty). therefore, the first hypothesis which states "That the variable Customer Experience, Store Atmosphere, Sales Promotion has a simultaneous influence on Customer Loyalty in Discovery Ponsel" is empirically proven.
2. Test (Partial Test)
To test the hypothesis, the t takes a look at is used which indicates the partial impact of each independent variable on the structured variable. At this level, trying out is finished on the impact of the impartial variables contained within the version that is fashioned to determine whether the unbiased variable (x) in the model in part has a substantial impact on the established variable (y).
4.5. Dominant Variable
Partial t-count value suggests how carefully the connection between independent variables which includes Customer Experience (X1), Store Atmosphere (X2), Sales Promotion (X3) variables is partially on the based variable Customer Loyalty (Y).
Table 4 Value of t count Independent
Variable Thing Sig
Customer Experience (X1) 3,088 ,002
Store Atmosphere (X2) 2,658 ,009
sales promotion (X3) 7,681 ,000
Source: Researchers, processed data ,2022
Based on the information received visible in table 4.13 above, it could be seen that the biggest calculated t value is for the Sales Promotion variable (X3) of 7.681 with a significance level of 0.000, meaning that partially the Sales Promotion variable (X3) has the most dominant effect on customer Loyalty. And the following largest influence is the variable Customer Experience (X1). Meanwhile, the one that has the smallest effect on Customer Loyalty (Y) is the Store Atmosphere (X2).
4.6. Discussion of Research
Results The results also show that Customer Experience, Store Atmosphere, and Sales Promotion partially have a significant effect on Purchase Decisions.
1. The Influence of Customer Experience on Customer Loyalty
Based on the analysis of the influence of Customer Experience on customer loyalty, a t-value of 3.088>1.978 was obtained with a significance level of 0.002 <0.05. This result means that Customer Experience has a positive and significant effect on customer loyalty on Discovery mobile phones. – beautiful wadung, Sidoarjo.
Based on the results of the analysis of the influence of the Store Atmosphere on customer loyalty, the tcount value of 12.609>1.978 with a significance level of 0.009 <0.05 indicates that this result means that the
Store Atmosphere has a positive and significant effect on customer loyalty on Discovery cellphone – Wadung Asri, Sidoarjo. Based on the results of the analysis of the influence of Sales promotion on customer loyalty, a significance value of 0.000 <0.05 indicates that this result means that Sales Promotion has a positive and significant effect on customer loyalty on Discovery cellphone – Wadung Asri, Sidoarjo
From the cost of the regression equation. a fine regression coefficient cost Customer Experience, Store Atmosphere, and Sales Promotion variables show this indicates an effective path or a unidirectional relationship among the Security variable and the Purchase Decision. This can be interpreted that if the Customer Experience, Store Atmosphere, and Sales Promotion are increasing then Customer Loyalty will growth, and vice versa if Customer Experience, Store Atmosphere, and Sales Promotion are decreasing then Customer Loyalty will decrease.
5. Suggestions and Recommendations
5.1. ConclusionBased on the effects of existing studies and discussion, the conclusions that may be drawn are as follows:
1. Customer Experience, Store Atmosphere, and Sales Promotion partially affect customer loyalty on Discovery cellphone – Wadung Asri, Sidoarjo.
2. Customer Experience, Store Atmosphere, and Sales Promotion simultaneously affect customer loyalty on Discovery cellphone – Wadung Asri, Sidoarjo.
5.2 Suggestions
Primarily based at the outcomes of the research as a whole and the conclusions acquired, some pointers may be advanced for fascinated parties in this study. The guidelines recommend are:
1. In the Customer Experience variable, it was found that the statement "Discovery Mobile provides physical facilities such as: waiting room, restroom, and adequate parking space “is an indicator that has a lower average value than other statements, this indicates that consumers feel that the facilities are physical space such as a less spacious parking lot because it can only fit 2 cars. It's good for companies to pay attention to this, so that it can increase customer loyalty for Discovery Ponsel.
2. In the Store Atmosphere variable, the results show that in the statement
3. "Traffic between people in the discovery cell phone booth has very good access.", "The room decoration at the cellphone discovery booth is neat and beautiful and feels comfortable" is an indicator that has the lowest average value compared to other statements. This shows that the traffic and decorations at the store need to be improved, so it is better for companies to pay attention to this in order to increase customer loyalty which will indirectly increase the number of customers at Discovery Ponsel.
4. Due to the limitations of the study, the researcher only examined the object of cell phone discovery. For further research, it is expected to be able to expand the scope of research with consumers who are spread across various regions, both provinces and throughout Indonesia. Further research can also change or use the object of this research by using variables other than customer experience, Store Atmosphere and Sales Promotion in order to enrich the information obtained.
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