Pengaruh Produk, Harga, dan Promosi Terhadap Loyalitas Konsumen Dimediasi oleh Kepuasan Konsumen Pada Konsumen Alfamart Kota Salatiga

Abstract

Alfamart has become one of the biggest retail players in Indonesia. Various retail companies have experienced setbacks and even bankruptcy, but Alfamart remains victorious and even stronger in the midst of Indonesia's economic climate. To be able to determine the sustainability of Alfamart, this study aims to conduct an investigation related to consumer loyalty with its relation to product, price, and promotion variables mediated by consumer satisfaction. The type of data used is primary with a sample of 100 Alfamart consumers in Salatiga. Processing of statistical analysis using multiple linear regression analysis method with SPSS 26 application. The results showed that product, price, and promotion had a positive and significant effect on consumer satisfaction followed by a positive significance also from consumer satisfaction variable to consumer loyalty. Keywords: Product, Price, Promotion, Consumer Satisfaction, Consumer Loyalty ABSTRAK Alfamart telah menjadi salah satu pemain retail terbesar di Indonesia. Berbagai perusahaan retail telah mengalami kemunduran bahkan kebangkrutan, namun Alfamart tetap berjaya dan bahkan makin perkasa di Tengah iklim perekonomian Indonesia. Untuk dapat mengetahui keberlanjutan Alfamart maka penelitian ini bertujuan untuk melakukan penyelidikan terkait loyalitas konsumen dengan kaitannya dalam variabel produk, harga, dan promosi dengan dimediasi kepuasan konsumen. Jenis data yang digunakan adalah primer dengan pengambilan sampel sebanyak 100 orang konsumen Alfamart yang berada di Salatiga. Pengolahan analisis statistika menggunakan metode analisis regresi linear berganda dengan aplikasi SPSS 26. Hasil penelitian menunjukkan bahwa produk, harga, dan promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen yang diikuti signifikansi positif secara dominan dari variabel kepuasan konsumen terhadap loyalitas konsumen. Kata Kunci: Produk, Harga, Promosi, Kepuasan Konsumen, Loyalitas Konsumen

Alfamart has become one of the biggest retail players in Indonesia. Various retail companies have experienced setbacks and even bankruptcy, but Alfamart remains victorious and even stronger in the midst of Indonesia's economic climate. To be able to determine the sustainability of Alfamart, this study aims to conduct an investigation related to consumer loyalty with its relation to product, price, and promotion variables mediated by consumer satisfaction. The type of data used is primary with a sample of 100 Alfamart consumers in Salatiga. Processing of statistical analysis using multiple linear regression analysis method with SPSS 26 application. The results showed that product, price, and promotion had a positive and significant effect on consumer satisfaction followed by a positive significance also from consumer satisfaction variable to consumer loyalty.