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Pengaruh Kinerja Bauran Penjualan Eceran dan Hubungan Pelanggan terhadap Ekuitas Merek serta Dampaknya terhadap Keunggulan Bersaing dan Loyalitas Pelanggan

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Abstrak :
Dewasa ini perkembangan bisnis ritel tumbuh sangat pesat di Indonesia,para pelaku ritel khususnya department store dari dalam negeri maupun luarnegeri bersaing secara ketat dalam menawarkan berbagai pilihan barang dan jasa.Hal tersebut diiringi dengan tuntutan konsumen yang semakin meningkat akanlayanan yang baik dan barang yang bermutu. Karena itulah konsumen dalammelakukan shopping akan memilih department store yang dinilainya lebihbergengsi karena tuntutan atas nilai emosional (emotional value) dan rendahnyaloyalitas konsumen. Menghadapi pasar yang seperti ini perusahaan harusmeningkatkan keunggulan bersaing (competitive advantage) yang dimiliki kalaumau tetap bertahan dalam industri ritel department store. Kondisi inimengisyaratkan pentingnya perhatian para pelaku bisnis department storeterhadap upaya-upaya mempertahankan pelanggannya agar pelanggan mau loyalLoyalitas pelanggan merupakan masalah yang penting dan krusial dalamdunia pemasaran. Pelanggan industri ritel di Indonesia cenderung tidak loyal,bahkan konsumen rata-rata memiliki 4 channel retail per orang. Untukmemberikan alternatif solusi terhadap masalah loyalitas pelanggan (customerloyalty) serta masalah keunggulan bersaing (competitive advantage) departmentstore, penelitian ini diharapkan dapat mengungkap variabel-variabel yangmempengaruhi loyalitas pelanggan dan keunggulan bersaing tersebut.Variabel-variabel dimaksud adalah bauran penjualan eceran (retailing mix),hubungan pelanggan (customer relationship), serta ekuitas merek (brand equity).Melalui penelitian ini akan diketahui dimensi-dimensi apa saja yang membentukkeseluruhan variabel untuk tujuan pengukuran dan bagaimana pengaruhKarakteristik yang akan diuji dalam penelitian ini adalah kinerja bauranpenjualan eceran dan hubungan pelanggan yang diduga berpengaruh secarasignifikan terhadap ekuitas merek serta berdampak terhadap keunggulan bersaingmaupun pembentukan loyalitas pelanggan. Karena konsep (construct) tersebutunobservable variables maka pengukuran dilakukan melalui indikator-indikator(manifest dari konsep) secara langsung sebagai observable variable. Analisis yangdigunakan adalah analisis deskriptif untuk variabel yang bersifat kualitatif dananalisis verifikatif berupa pengujian hipotesis dengan menggunakan uji statistikuntuk hal-hal yang bersifat kausalitas. Alat analisis yang digunakan adalahstructural equation model (SEM) dengan unit analisis pelanggan departmentstore. Jumlah sampel sebanyak 400 responden ditentukan secara stratified randomsampling terhadap pelanggan dari department store yang sudah mempunyaimember dan menerapkan aktivitas customer relationship di DKI Jakarta.Hasil penelitian menunjukkan bahwa bauran penjualan eceran danhubungan pelanggan berpengaruh secara signifikan terhadap ekuitas merek,keunggulan bersaing, dan loyalitas pelanggan. Akan tetapi pengaruh hubunganpelanggan terhadap loyalitas pelanggan lebih besar dari pengaruh bauran penjualaneceran terhadap loyalitas. Hal ini menunjukkan bahwa untuk mempertahankanpelanggan agar tetap loyal tidak cukup hanya dengan menerapkan strategimarketing berupa retailing mix melainkan harus dilengkapi dengan aktivitashubungan pelanggan (customer relationship) secara konsisten. Meskipun demikian,pengaruh terhadap ekuitas merek dan keunggulan bersaing kontribusi kinerjabauran penjualan eceran masih lebih besar jika dibandingkan dengan kontribusihubungan pelanggan. Salah satu temuan khusus dalam penelitian ini adalah bahwapengaruh ekuitas merek terhadap loyalitas pelanggan tidak signifikan. Hal inimenunjukkan bahwa ekuitas merek tidak menentukan loyalitas pelanggan secaralangsung melainkan berpengaruh secara tidak langsung melalui keunggulanbersaing. Karena itu, para pengelola department store harus memperhatikan danmeningkatkan kinerja hubungan pelanggan agar loyalitas pelanggan semakinmeningkat dan diharapkan berdampak positif terhadap profitabilitas perusahaan.

ivToday the retail business grew rapidly in Indonesia, retailers specificallylocal and foreign department stores compete tightly in offering goods andservices. This in turn is accompanied by growing consumer demand uponexcellent service and quality products. Therefore when shopping the customerwill choose department store which is valued as prestigious due to emotionalvalue and low customer loyalty. Facing this kind of market the company mustincrease their competitive advantage if they want to survive in the departmentstore retailing industry. This condition indicated the importance that departmentstore business focus on efforts in maintaining their customer to become loyalcustomer.The customer loyalty is important and crucial in the marketing world.Retail industry customer in Indonesia tends to be disloyal, the average customerhave 4 retail channels per person. To give an alternative solution towardproblems on customer loyalty and competitive advantage at department store, it isimperative that the research can convey variables that influence customer loyaltyand competitive advantage. The variables are retailing mix, customerrelationship, also brand equity. Through this research it can be known whatdimension shape the overall variables in relevance with assessment objectives andwhat the influence between variables are.The characteristics assessed in this research are retailing mix andcustomer relationship which have influence upon brand equity in shapingcompetitive advantage and customer loyalty. Because the construct areunobservable variables therefore assessment is conducted through indicators(manifested from concept) directly as observable variables. The analysisconducted is descriptive analysis for variables that are qualitative and verificativeas hypothesis measurement by using statistic test for thing that have causality bynature. The tool analysis used is structural equation model (SEM) with the unitanalysis are customers of department stores. The number of samples are 400respondents who are selected by stratified random sampling from departmentstores customers who already obtain membership from department stores whohave conducted customer relationship in DKI Jakarta.The outcome of this research shows that retailing mix and customerrelationship have a significant influence upon brand equity, competitiveadvantage, and customer loyalty. But the influence of customer relationship oncustomer loyalty is higher than the influence of retailing mix on loyalty. Thisindicated that to maintain customer to become loyal it is not enough to onlyimplement marketing strategy consisting of retailing mix but also to complete thecustomer relationship consistently. Even though this occurred, the influence onbrand equity and competitive advantage the contribution of retailing mix ishigher compared to the customer relationship contribution. One of the findings inthis research is that the influence of brand equity on customer loyalty is notsignificant. This shows that brand equity does not determine customer loyaltydirectly but influence it indirectly through competitive advantage. Therefore thedepartment store management must take to consideration and increase therelationship performance so customer loyalty will increase and have a positiveimpact upon the company profitability.

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Call Number

D921

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Bandung : ., 2004

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Indonesia

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NONE

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