xv ABSTRAK
Bisnis retail memiliki empat channel sebagai saluran pemasaran bisnis yang strategis, diantaranya terdiri dari single channel, multi channel, cross channel, dan omni channel. Kualitas pelayanan yaitu tingkat kefektifan penjual kepada pembeli hingga dapat dirasakan pelayanan yang sesuai dengan kebutuhan pelanggan.
Kepuasan pelanggan adalah pengukuran pelanggan terhadap penggunaan produk atau jasa yang diterima. Loyalitas pelanggan adalah suatu kecenderungan ulang penggunaan lagi suatu produk atau jasa, dalam jangka panjang. Kendala yang dihadapi penjual biasanya berupa keluhan pelanggan terhadap kualitas pelayanan yang dirasakan pelanggan kurang memuaskan saat berbelanja online karena tidak dapat merasakan langsung kualitas pelayanannya karena masing-masing sikap pelayanan tiap bisnis retail juga berbeda.
Pada uji t kualitas pelayanan (X1) terhadap loyalitas pelanggan (Y) menyimpulkan bahwa Ho ditolak dan Ha diterima, sehingga dapat dinyatakan bahwa variabel kualitas pelayanan secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan dan variabel kepuasan pelanggan secara parsial berpengaruh positif dan signifikan terhadap loyalitas pelanggan maka dapat disimpulkan bahwa variabel loyalitas pelanggan valid. Loyalitas pelanggan secara simultan variabel kualitas pelayanan dan kepuasan pelanggan berpengaruh terhadap loyalitas pelanggan. Jumlah variasi loyalitas pelanggan dijelaskan oleh kedua variabel independen yaitu kualitas pelayanan dan kepuasan pelanggan terhadap loyalitas pelanggan pada bisnis retail di Lampung sebesar 68,1% sisanya 31,9%
disebabkan oleh faktor-faktor lain yang tidak dimasukkan kedalam penelitian ini.
Kata kunci : Bisnis Retail, Kualitas Pelayanan, Kepuasan Pelanggan, dan Loyalitas Pelanggan
xvi ABSTRACT
The retail business has four channels as strategic business marketing channels, including single channel, multi channel, cross channel, and omni channel. Service quality is the level of effectiveness of the seller to the buyer so that services can be felt that are in accordance with customer needs. Customer satisfaction is a customer measurement of the use of the product or service received.
Customer loyalty is a tendency to reuse a product or service again, in the long term.
Constraints faced by sellers are usually in the form of customer complaints about the quality of service that customers feel is unsatisfactory when shopping online because they cannot feel the quality of service directly because each service attitude of each retail business is also different.
In the t-test of service quality (X1) on customer loyalty (Y) concluded that Ho is rejected and Ha is accepted, so it can be stated that the service quality variable partially has a positive and significant effect on customer loyalty and the customer satisfaction variable partially has a positive and significant effect on loyalty. customers, it can be concluded that the customer loyalty variable is valid.
Customer loyalty simultaneously variable service quality and customer satisfaction affect customer loyalty. The number of variations in customer loyalty is explained by the two independent variables, namely service quality and customer satisfaction on customer loyalty in the retail business in Lampung by 68.1%, the remaining 31.9% is caused by other factors not included in this study.
Keywords: Retail Business, Service Quality, Customer Satisfaction, and Customer Loyalty
