Loyalitas konsumen Hypermarket di Jakarta

AFRIADI, Fadli, Bayu Sutikno, SE.,MSM

2007 | Tesis | Magister Manajemen

Penelitian ini bertujuan untuk mengetahui loyalitas konsumen hypermarket di Jakarta, berdasarkan model yang dikembangkan oleh Oliver (1999), yang membagi tingkat loyalitas konsumen menjadi 4 tingkatan, yaitu cognitive loyalty, affective loyalty, conative loyalty dan action loyalty. Cognitive loyalty merupakan tingkatan loyalitas berdasarakan perbandingan antara biaya dan manfaat yang diperoleh, affective loyalty merupakan tingkatkan loyalitas berdasarkan kepuasan yang diperoleh konsumen atas pelayanan yang diberikan, conative loyalty merupakan tingkat loyalitas berdasarkan kesedian untuk berbelanja kembali dan memberikan rekomendasi kepada orang lain, dan action loyalty merupakan tingkatan loyalitas yang diwujudkan dalam frekuensi kunjungan. Pengumpulan data dilakukan dengan melakukan survey di 4 hypermarket yang berbeda di jakarta yaitu: Giant, Hypermart, Makro dan Carrefour. Kuisioner yang terdiri dari 24 pertanyaan berdasarkan penelitian Sawmong dan Omar (2004) yang melakukanpenelitian tentang loyalitas konsumen di Inggris. Uji Validitas dan Realibilitas dilakukan dengan tes pendahuluan terhadap 30 konsumen menggunakan metode confirmatory factor analysis. Hasil dari penelitian ini ditemukan bahwa loyalitas konsumen hypermarket di Jakarta memiliki nilai rata-rata 4,13 dan standar deviasi 0,35. Tingkatan loyalitas yang memiliki nilai rata tertinggi adalah conative loyalty dengan nilai rata-rata 4,52 dan standar deviasi 0,53, diikuti oleh cognitive loyalty dan affective loyalty dengan nilai rata-rata 4,47 dan 4,32 serta standar deviasi 0,63 dan 0,50. Action loyalty merupakan tingkatan loyalitas dengan nilai rata-rata terendah yaitu 3.22 dan standar deviasi 0.62. Kruskal-Wallis H test menunjukkan bahwa tidak ada perbedaan antara tingkatan loyalitas dari masing-masing hypermarket yang diteliti.

This research purpose was to understand the loyalty of hypermarket consumers in Jakarta, based on a model developed by Oliver (1999), classifying level of consumer loyalty into four levels, cognitive loyalty, affective loyalty, conative loyalty and action loyalty. Cognitive loyalty is loyalty level based on comparison between obtainable cost and benefit, affective loyalty is loyalty level based on consumer satisfaction for given service, conative loyalty is loyalty level based on readiness to shop again and recommend other people, and action loyalty is loyalty level realized in visit frequency. Data were collected by survey in four hypermarkets in Jakarta: Giant, Hypermarket, Makro, and Carrefour. Questionnaire consisting of 24 questions was based on studies of Sawmong and Omar (2004) researching loyalty of consumers in England. Pretest tested validity and reliability of 30 consumers using confirmatory factor analysis method. Results of research indicated that the loyalty of hypermarket consumers in Jakarta had average value as much as 4.13 and standard deviation as much as 0.35. Loyalty level having highest average value was conative loyalty with average value as much as 4.52 and standard deviation as much as 0.53, followed by cognitive loyalty and affective loyalty with average value as much as 4.47 and 4.32, respectively, and standard deviation as much as 0.63 and 0.50, respectively. Action loyalty was loyalty level with average lowest value, namely, 3.22 and standard deviation, 0.62. Kruskal-Wallis H test indicated that there was not difference between loyalty levels from each researched hypermarket.

Kata Kunci : Manajemen Pemasaran,Loyalitas Konsumen,Kepuasan Konsumen,consumer loyalty, hypermarket, consumer satisfaction, oliver loyalty model, cognitive loyalty, affective loyalty, conative loyalty, action loyalty