Analisis Pengaruh Manfaat Utilitarian dan Hedonik pada Kepuasan dan Loyalitas Pelanggan Member dan Non Member Centro Department Store

Nian Reviana, Dr. Ike Janita Dewi, M.B.A.,

2013 | Tesis | S2 Magister Manajemen

Aktivitas belanja merupakan salah satu aktivitas yang dilakukan konsumen untuk memperoleh manfaat. Penelitian ini bertujuan menguji pengaruh manfaat utilitarian dan hedonik yang diperoleh dari kegiatan belanja pada kepuasan, loyalitas pelanggan, dan word-of-mouth. Penelitian ini juga bertujuan melihat apakah terdapat perbedaan manfaat utilitarian dan hedonik, kepuasan, loyalitas, dan word-of-mouth antara pelanggan member dan non member. Data diperoleh melalui kuesioner yang disebarkan pada 160 responden yang terdiri dari pelanggan member dan non member Centro Department Store. Hasil penelitian menunjukkan bahwa manfaat yang diperoleh konsumen merupakan faktor penting untuk membentuk kepuasan, dimana konsumen yang merasa puas akan loyal dan melakukan word-of-mouth positif. Selain itu, penelitian membuktikan adanya perbedaan antara pelanggan member dan non-member dalam hal manfaat hedonik, kepauasan, loyalitas, dan word-of-mouth, dimana pelanggan yang bergabung dalam program membership merasakan manfaat hedonik yang lebih tinggi, sehingga mendorong adanya kepuasan, loyalitas, dan word-of-mouth yang lebih tinggi daripada pelanggan non member.

Shopping is an activity that consumers do to obtain benefits. The aim of this research is to examine how utilitarian and hedonic benefits achieved from shopping affect the customer’s satisfaction, loyalty, and word-of-mouth. This research also aims to see if there is any difference between member and non member customer in benefits, satisfaction, loyalty, and word-of-mouth. Data were collected from questionnaire spread to 160 respondents who are customer of Centro Department Store, both member and non-member. The result shows that the benefits customers obtained are an important factors to create satisfaction which will cause them to be loyal and spread positive word-of-mouth. This research also find that there were significant differences in terms of hedonic benefit, satisfaction, loyalty, and word-of-mouth between member and non-member customers, where the member customers experienced more hedonic benefits which lead them to be more satisfied, loyal, and spread positive word-of-mouth compared to non member customers.

Kata Kunci : retail, nilai, manfaat, utilitarian, hedonik, kepuasan, loyalitas, word-ofmouth, program loyalitas, customer relationship management