FAKTOR-FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN BERALIH KE MEREK RITEL DIMEDIASI OLEH SIKAP TERHADAP MEREK (Studi Kasus Pada Giant Supermarket Palur Plaza, Karanganyar

Abstract

Tujuan penelitian ini adalah untuk mengetahui perbandingan loyalitas merek produsen dan loyalitas merek ritel pada kecenderungan pelanggan beralih ke merek ritel yang dimediasi oleh sikap terhadap merek. Secara spesifik bertujuan untuk menjelaskan : Pertama, variabel sikap terhadap merek memediasi hubungan antara loyalitas merek produsen, loyalitas merek ritel dan kecenderungan beralih ke merek ritel secara parsial. Kedua, variabel sikap terhadap merek memediasi hubungan antara loyalitas merek produsen, loyalitas merek ritel dan kecenderungan beralih ke merek ritel secara fully mediated. Dan ketiga, pengaruh hubungan dari loyalitas merek produsen, loyalitas merek ritel dan sikap terhadap merek pada kecenderungan beralih ke merek ritel secara direct effect-only model. Data dikumpulkan melelui survey dengan cara mewawancarai responden yang dipandu dengan kuesioner. Sampel terdiri dari 200 responden dengan menggunakan teknik accidental sampling. Analisis Structural Equation Modelling (SEM) merupakan alat statistik yang dipilih untuk menjelaskan hubungan variabel yang dihipotesiskan. Hasil penelitian menunjukkan bahwa loyalitas merek ritel berpengaruh signifikan pada kecenderungan beralih ke merek ritel, loyalitas merek ritel berpengaruh signifikan pada sikap terhadap merek, loyalitas merek produsen berpengaruh signifikan pada kecenderungan beralih ke merek ritel, loyalitas merek produsen berpengaruh signifikan pada sikap terhadap merek, hubungan loyalitas merek ritel pada kecenderungan beralih ke merek ritel yang dimediasi sikap terhadap merek berpengaruh signifikan, sikap terhadap merek berpengaruh signifikan pada kecenderungan beralih ke merek ritel, hubungan loyalitas merek produsen pada kecenderungan beralih ke merek ritel yang dimediasi sikap terhadap merek berpengaruh signifikan. Dalam penelitian ini, baik keterbatasan dan implikasi dibahas untuk memberikan wawasan ke arah teoritis, aspek penelitian praktis, dan aspek terhadap penelitian selanjutnya. Kata kunci : loyalitas merek ritel, loyalitas merek produsen, sikap terhadap merek, dan kecenderungan beralih ke merek ritel The purpose of this study was to compare the manufacturers of brand loyalty and brand loyalty in the retailing trend of customers switching to retail brands mediated by attitudes toward the brand. Specifically aims to explain : First, the variable attitude toward brand mediates the relationship between manufacturers brand loyalty, retail brand loyalty and propensity to switch to retail brand by partial. Second, the variable attitude toward brand mediates the relationship between manufacturers brand loyalty, retail brand loyalty and propensity to switch to a retail brand is fully mediated. And third, the influence of the relationship of manufacturer brand loyalty, retail brand loyalty and attitude toward the brand on trend retail brands are turning to direct effects-only models. Data collected through the survey by interviewing respondents were guided by a questionnaire. The sample consisted of 200 respondents using accidental sampling technique. Analysis Structural Equation Modelling (SEM) is a statistical tool chosen to explain the relationships hypothesized variables. The results showed that the retail brand loyalty significantly affect the tendency to switch to a retail brand, retail brand loyalty significant effect on attitudes toward the brand, brand loyalty manufacturers significant effect on the propensity to switch to retail brands, brand loyalty manufacturers significant effect on attitudes toward the brand, loyalty relationship retail brand in the propensity to switch to retail brands mediated significant influence attitudes toward the brand, attitude toward the brand have a significant effect on the propensity to switch to retail brands, manufacturers brand loyalty relationship in retail a tendency to switch to brands which mediated significant influence attitudes toward the brand. In this study, both the limitations and implications are discussed to provide insight to the theoretical, practical research aspects, and aspects for further research. Keywords : retail brand loyalty, manufacturers brand loyalty, attitude toward the brand, and propensity to switch to brands retail