PENGARUH CITRA SOLO PARAGON MALL TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI

Abstract

ABSTRAK Tujuan penelitian ini untuk menganalisis (1) pengaruh citra Solo Paragon Mall terhadap kepuasan konsumen (2) pengaruh citra Solo Paragon Mall terhadap loyalitas konsumen (3) pengaruh kepuasan konsumen terhadap loyalitas konsumen Solo Paragon Mall (4) pengaruh citra Solo Paragon Mall terhadap loyalitas konsumen yang dimediasi kepuasan konsumen. Populasi dalam penelitian ini adalah seluruh konsumen Solo Paragan Mall di Surakarta yang terdiri tiga tenant yaitu ACE Hardware & Informa, Carefour, dan Foodcourt. Jumlah sampel sebanyak 100 responden, pengambilan sampel menggunakan teknik snowball sampling. Data dikumpulkan melalui teknik kuesioner melalui uji validitas dan reliabilitas. Untuk menguji hipotesis, menggunakan analisis jalur, sedangkan untuk pengolahan data menggunakan program SPSS Release 12. Hasil penelitian menunjukkan (1) Citra Solo Paragon Mall berpengaruh signifikan terhadap kepuasan konsumen, dengan p value (0,000) < 0,05. (2) Citra Solo Paragon Mall berpengaruh signifikan terhadap loyalitas konsumen, dengan p value (0,005) < 0,05. (3) Kepuasan konsumen berpengaruh signifikan terhadap loyalitas konsumen Solo Paragon Mall, dengan p value (0,000) < 0,05. (4) Kepuasan konsumen memediasi pengaruh citra Solo Paragon Mall terhadap loyalitas konsumen, hasil analisis jalur, di mana koefisien pengaruh tidak langsung (0,574) > koefisien pengaruh langsung (0,275). Kesimpulan dari penelitian ini bahwa semua hipotesis terbukti kebenarannya. Kata kunci: citra Solo Paragon Mall, kepuasan konsumen, loyalitas konsumen ABSTRACT
The objective of the research is to analyses (1) effect of image Solo Paragon Mall toward consumer satisfaction, (2) effect of image Solo Paragon Mall toward consumer loyalty, (3) effect of consumer satisfaction toward consumer loyalty Solo Paragon Mall, (4) effect of image Solo Paragon Mall toward consumer loyalty, through consumer satisfaction as the intervening variable. The population on this research are all of the consumer’s of Solo Paragon Mall consist of three tenant, namely ACE Hardware & Informa, Carefour, and Foodcourt. The samples of this research consist of 100 respondents. Sample on this research taken by snowball sampling technique. Data collecting with questionaire technique through validity and reliability test. To test the hypothesis, uses the path analysis, and to process the
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data with the SPSS Release 12. The result of the research is (1) there is a significance effect between image of Solo Paragon Mall toward consumer satisfaction, with p value (0.000) < 0.05; (2) there is a significance effect between image of Solo Paragon Mall toward consumer loyalty, with p (0.005) < 0.05; (3) there is a significance effect between consumer satisfaction toward consumer loyalty, with p (0.000) < 0.05, (4) there is a significance effect between consumer satisfaction toward consumer loyalty through consumer satisfaction as the intervening variable, showed coefficient of the indirect effect (0.574) is greather than that coefficient of the direct effect (0.275). The conclusion of this research that all hypothesis is true.
Keywords : mall image, consumer satisfaction, consumer loyalty