Determinants of Customer Retention During Pandemic

Humairoh Humairoh, Fina Karlina, Mohammad Annas

Abstract


This study aims to analyze the relationship between several variables store atmosphere, product quality, and personal selling to customer retention during the pandemic at Hypermart Puri Indah. This study uses a descriptive method with a quantitative approach. The sample in this study amounted to 100 respondents. Statistical tests were carried out which included simple regression tests, multiple regression tests, simple correlation tests, multiple correlation tests, and determination of the coefficient of determination. And the hypothesis test is also carried out which includes a T-test and F-test. The results showed that partially the store atmosphere variable had a positive and significant effect on customer retention. This is indicated by t stat > t table or 3,608 > 1,986 with a significant value of 0,000 < 0,05. Product quality has a positive and significant effect on customer Retention. This is indicated by t stat > t table or 6,177 > 1,986 with a significant value of 0,000 < 0,05. And personal selling has a positive and significant effect on customer retention. This is indicated by t stat > t table or 6,000 > 1,986 with a significant value of 0,000 < 0,05. And simultaneously variable store atmosphere, product quality, and personal selling. Namely F stat > F table of 38,732 > 2,70. With the value of the multiple regression equation, Y = 17,145 + 0,272X1 + 0,473X2 + 0,434X3 with a coefficient of determination of 53,3% while the remaining 46,7% is influenced by other variables outside the variables not discussed in this study.

Full Text:

PDF

References


Arori, A. M., & Rugami, J. M. (2020). Personal

Selling Strategies and Customer Loyalty

among Insurance Companies in Malindi

Town, Kilifi County, Kenya. International

Journal of Business Management,

Entrepreneurship, and Innovation, 2(1), 36–

https://doi.org/10.35942/jbmed.v2i1.99

Bauer, A., Mitev, A. Z., & Gáti, M. (2019). The

effect of communication channels and

innovation behaviour on trust and

customer retention in personal selling.

Vezetéstudomány-Budapest …, 6–13.

http://unipub.lib.uni-corvinus.hu/4231/

Cruceru, A. F., & Moise, D. (2014). Customer

Relationships through Sales Forces and

Marketing Events. Procedia - Social and

Behavioral Sciences, 109(1994), 155–159.

https://doi.org/10.1016/j.sbspro.2013.12.43

Danang, S. (2015). Dasar-dasar Manajemen

Pemasaran. PT Buku Seru.

Febriani, F., & Ahmad Fadili, D. (2021). Pengaruh

Store Atmosphere Dan Kualitas Produk

Terhadap Kepuasan Pelanggan (Survey Pada

Café Patroli Kopi Karawang). Jurnal

Pemasaran Kompetitif, 4(3), 368.

https://doi.org/10.32493/jpkpk.v4i3.10100

Ghozali, I. (2013). Aplikasi Analisis Multivariate

Dengan Program SPSS. Badan Penerbit

Universitas Dipenogoro.

Goić, M., Levenier, C., & Montoya, R. (2021).

Drivers of customer satisfaction in the

grocery retail industry: A longitudinal

analysis across store formats. Journal of

Retailing and Consumer Services,

(September 2020).

https://doi.org/10.1016/j.jretconser.2021.10

Gstngr, I., Diputra, A. W., & Yasa, N. N. (2021).

The Influence of Product Quality, Brand

Image, Brand Trust on Customer

Satisfaction and Loyalty. American

International Journal of Business Management

(AIJBM), 4(01), 25–34.

Hollensen, S. (2010). Marketing Management a

Relationship Approach. Prentice Hall.

Kartika, D. M., & Syahputra. (2017). Pengaruh

Store Atmosphere Terhadap Keputusan

Pembelian Pada Coffee Shop Di Bandung.

Jurnal Ecodemica, 1(2), 162–171.

Kotler, P., & Armstrong, G. (2018). Principle Of

Marketing (17e Global). Pearson Education

Limited.

Kotler, P., & Keller, K. L. (2019). Marketing

Management (Global). Pearson.

Lay, N. Y., Listiana, E., & Heriyadi, H. (2018).

Analisis Pengaruh Service Quality, Personal

Selling dan Complain Handling Melalui

Satisfaction Serta Trust terhadap Customer

Retention (Survei Nasabah Tabungan Bank

Harda Internasional Cabang Pontianak).

Jurnal Ekonomi Bisnis Dan Kewirausahaan,

(2), 132.

https://doi.org/10.26418/jebik.v7i2.25694

Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa.

PT. Indeks.

Nurhajijah, S., Dewi, I. R., & Aisy, R. (2022). the

Influence of Service Quality and Store

Atmosphere on Customer Satisfaction.

Manajemen Bisnis, 12, 52–61.

https://doi.org/doi:

22219/mb.v12i01.15481

Pangestu, J. (2017). Pengaruh Suasana Toko Dan

Kualitas Produk Terhadap Keputusan

Pembelian, Kepuasan Pelanggan Dan

Customer Retention (Studi Pada Distro

Inspired27 …. Jurnal Ilmiah Mahasiswa FEB.

https://jimfeb.ub.ac.id/index.php/jimfeb/articl

e/view/3786

Ralahallo, F. N., Tabelessy, W., & Refo, I. S. S.

(2020). The Impact of Relationship

Marketing, Store Atmosphere, and Service

on Customer Retention. Journal of Critical

Reviews, 7(08), 2375–2387.

http://www.jcreview.com/fulltext/197-

pdf

Rangkuti, F. (2017). Customer Care Excellent

Meningkatkan Kinerja Perusahaan melalui

Pelayanan Prima Plus Analisis Kasus Jasa

Raharja. Gramedia Pustaka Utama.

Sekaran, U. (2017). Metode Penelitian untuk Bisnis

(Enam). Salemba Empat.

Sugiyono. (2018). Metode Penelitian Kuantitatif,

Kualitatif. Alfabeta.

Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F.,

& Yamin, S. (2022). The Role of Service and

Product Quality on Customer Loyalty.

Journal of Consumer Sciences, 7(1), 68–82.

https://doi.org/10.29244/jcs.7.1.68-82

Tjiptono, A., & Chandra, G. (2012). Service,

Quality Satisfaction. Andi Offset.

Tjiptono, F. (2019). Strategi Pemasaran Prinsip &

Penerapan (I). CV. Andi Offset.

Werdaningrum, A. G., & Ardiyanto, F. (2020).

Pengaruh Kualitas Produk, Kepuasan

Pelanggan, Hambatan Beralih Dan

Kepercayaan Merek Terhadap Retensi

Pelanggan Wardah Kosmetik Di Kabupaten

Klaten. Akmenika: Jurnal Akuntansi Dan

Manajemen, 17(2), 394–402.

https://doi.org/10.31316/akmenika.v17i2.10

Zahari, N., & Chan, S. (2018). The Effect of

Sponsorships, Personal Selling and Pricing

Strategies on Customer Engagement and Its

Impact on Customer Retention of Dental

Equipment Industry in Indonesia.

Jurnal.Unsyiah. Ac.Id, 21–36.

http://www.jurnal.unsyiah.ac.id/AICSSocial/article/view/1263




DOI: http://dx.doi.org/10.31000/jmb.v11i2.6975

Article Metrics

Abstract - 768 PDF - 274

DOI (PDF): http://dx.doi.org/10.31000/jmb.v11i2.6975.g3632

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.