MEDIATION FUNCTION OF CUSTOMER SATISFACTION ON THE INFLUENCE OF PRICE, STORE ATMOSPHERE, AND EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY AT SAMSUNG BRANDSHOP
DOI:
https://doi.org/10.32815/ecosia.vi.14Keywords:
Price, Store Atmosphere, Experiental Marketing, Customer Satisfaction, Customer LoyaltyAbstract
One of the smartphone shops that is trying hard to strengthen customer loyalty after the Covid-19 pandemic is the Samsung Brandshop of BIS WTC Surabaya. The purpose of this study was to determine the mediating function of customer satisfaction on the effect of price, store atmosphere, and experiential marketing on customer loyalty at the Samsung Brandshop of BIS WTC Surabaya. Quantitative data obtained through a 5-point Likert scale questionnaire distributed to 100 respondents through accidental sampling technique were processed and analyzed using SEM-PLS analysis with SmartPLS software. The results of the study prove that there is a mediating function of customer satisfaction on the influence of price, store atmosphere, and experiential marketing on customer loyalty at the Samsung Brandshop of BIS WTC Surabaya. The role of customer satisfaction as a mediator is formed from the existence of a significant negative price effect on customer satisfaction, a negative although not significant price effect on customer satisfaction on customer loyalty, a significant positive influence on store atmosphere and experiential marketing on customer satisfaction and customer loyalty, where Customer satisfaction itself also has a significant positive relationship with customer loyalty. It is recommended for further research to review the similar indicators between store atmosphere and experiential marketing, especially related to service, also examine the possibility of an experiential marketing mediating function on the influence of store atmosphere on customer loyalty.
References
Anjani, S. M. (2018). Pengaruh Kualitas Produk dan Harga terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan. Universitas Mercubuana.
Cao, Y., Ajjan, H., & Hong, P. (2017). Post-Purchase Shipping and Customer Service Experiences in Online Shopping and Their Impact on Customer Satisfaction: An Empirical Study with Comparison of China and Taiwan Abstract. Asia Pacific Journal of Marketing and Logistics.
Chandra, H. (2012). Marketing untuk Orang Awam. Maxikom.
Chao, R.-F. (2015). The impact of experimental marketing on customer loyalty for fitness clubs: Using brand image and satisfaction as the mediating variables. The Journal of International Management Studies, 10(2), 52–60. http://www.jimsjournal.org/6 Ren-Fang Chao.pdf
Dharmmesta, B. S., & Handoko, T. H. (2012). Manajemen pemasaran analisis perilaku konsumen (Pertama). BPFE Yogyakarta.
Dimyati, M., & Subagio, N. A. (2016). Impact of Service Quality, Price, and Brand on Loyalty with the mediation of Customer Satisfaction on Pos Ekspres in East Java. Mediterranean Journal of Social Sciences, 7(4), 74–86. https://doi.org/10.5901/mjss.2016.v7n4p
Ekoputra, A., & Dodikridho Nurrochmat, D. (2015). The Effect of Experiental Marketing on Customer Satisfaction and Loyalty Restaurant 150 Eatery in Bogor. International Journal of Science and Research, 6(9), 2319–7064. https://doi.org/10.21275/ART20173022
Furoida, F., & Maftukhah, I. (2018). The influence of service quality and store atmosphere on customer loyalty through customer satisfaction. Management Analysis Journal, 7(2), 163–170. https://journal.unnes.ac.id/sju/index.php/maj/article/view/23337
Hadyan, R. (2020). Pandemi Covid-19, Penjualan Ponsel Pintar Global Turun Lebih dari 20 Persen. Bisnis.Com. https://teknologi.bisnis.com/read/20200826/280/1283252/pandemi-covid-19-penjualan-ponsel-pintar-global-turun-lebih-dari-20-persen
Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance, 37(16), 538–544. https://doi.org/10.1016/s2212-5671(16)30162-9
Jogiyanto, H. (2013). Metodologi Penelitian Bisnis Salah Kaprah dan Pengalaman-Pengalaman. BPFE Yogyakarta.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Liu-Thomlkins, Y., & Leona, T. (2010). Not all repeat purchases are the same: attitudinal loyalty and habit. In College of Business and Public Administration. https://www.yupingliu.com/files/papers/liu_tam_loyalty_habit_acr.pdf
Mahmud, A., & Jusoff, S. K. (2013). The effect of service quality and price on satisfaction and loyalty of customer of commercial flight service industry. World Applied Sciences Journal, 23(3), 354–359. https://doi.org/10.5829/idosi.wasj.2013.23.03.13052
Oztas, M., Sevilmis, A., & Sirin, E. F. (2016). The relationship of atmosphere, satisfaction, and loyalty: Sample of a fitness center. Turkish Journal of Sport and Exercise, 18(2), 103–112. https://doi.org/10.15314/tjse.15230
Rezkisari, I. (2020). Covid-19 dan Kekerasan ke Anak yang Meningkat. Republika Online. https://republika.co.id/berita/qbnmuq328/covid19-dan-kekerasanke-anak-yang-meningkat.
Setiawan, Susanto, & Nuryakin. (2018). The Effect Of Experiential Marketing On Visitor Satisfaction And Visitor Loyalty at The CGV Cinemas Hartono Mall Yogyakarta, Indonesia. International Journal of Business Quantitative Economics and Applied Management Research, 5(5), 14–22.
Siagian, S. P. (2014). Manajemen Sumber Daya Manusia. Bumi Aksara.
Subaebasni, S., Risnawaty, H., & Wicaksono, A. R. A. (2019). Effect of brand image, the quality and price on customer satisfaction and implications for customer loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90–97. https://search.proquest.com/openview/c0704c4b3f9948e2f1b192e184227dc7/1?pq-origsite=gscholar&cbl=816339
Sugianto, J., & Sugiharto, S. (2013). Analisa pengaruh service quality, food quality, dan price terhadap kepuasan pelanggan restoran Yung Ho Surabaya. Jurnal Strategi Pemasaran, 1(2), 1–10. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/884
Suryana, P., & Haryadi, M. R. (2019). Stores Atmosphere and Promotion on Customer Satisfaction and Its Impact on Consumer Loyalty. Trikonomika, 18(1), 30–34. https://doi.org/http://dx.doi.org/10.23969/trikonomika.v18i1.1255
Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). Andi Offset.
Tjiptono, F., & Chandra, G. (2012). Pemasaran Stratejik. Andi.
Wantara, P., & Tambrin, M. (2019). The Effect of price and product quality towards customer satisfaction and customer loyalty on madura batik. International Tourism and Hospitality Journal, 2(1), 1–9. https://rpajournals.com/wp-content/uploads/2019/02/ITHJ-2019-01-14.pdf
Widowati, R., & Tsabita, F. (2017). The Influence Of Experiential Marketing On Customer Loyaltythrough Customer Satisfaction As Intervening Variable. Jurnal Manajemen Bisnis, 8(2), 163–180. http://journal.umy.ac.id/index.php/mb/article/view/3945
