PENGARUH SERVICE QUALITY DAN LOYALTY PROGRAM TERHADAP CUSTOMER RETENTION PADA ALFAMART
STUDI PADA KONSUMEN ALFAMART DI KOTA BANDUNG
Abstract
Alfamart is one of the strongest minimarkets in Indonesia. Tight competition with its competitors means that Alfamart must provide service quality and attractive offers through loyalty programs with the aim of getting loyal customers (customer retention). This research aimed to test whether service quality and loyalty programs influence customer retention, either partially or simultaneously. This research used descriptive quantitative with a sample size of 100 people. The determination of the sample itself used a purposive sampling technique, with the employed method using systematic random sampling. The test used was multiple linear regression and hypothesis testing assisted by SPSS tools. The results of this research showed that service quality had a positive and significant effect on customer retention, as well as loyalty programs, which also had a positive and significant effect on customer retention. Furthermore, service quality and loyalty programs had a positive and significant effect on customer retention. This means that the better the service quality and loyalty program Alfamart provides, the more customer retention will increase. The results of this research will provide an academic contribution regarding the discussion of service quality and loyalty programs and their influence on customer retention. Apart from that, Alfamart's description of applying these three variables can be a discovery for the company and readers.
References
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Pertiwi, A., & Kusuma, A. (2020). Pengaruh Customer Relationship Management dan Kualitas Pelayanan Terhadap Perceive of Customer Retention. JCA Ekonomi, 1(2), 358–356. https://doi.org/10.47007/jeko.v14i01.6553
Ramadhan, A. F. P., & Munawar, F. (2022). Pengaruh Media Sosial Instagram Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Pada Artomoro Motor Cimahi). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(3), 2272–2295. https://doi.org/https://doi.org/10.31955/mea.v6i3
Samosir, V. S., Rachbini, D. J., & Rekarti, E. (2021). The effect of promotion, quality of service and security on customer retention mediated by customer satisfaction on OVO application. Technium Social Sciences Journal, 21, 620–634. https://doi.org/https://doi.org/10.47577/tssj.v21i1.3733
Steinhoff, L., & Zondag, M. M. (2021). Loyalty programs as travel companions: Complementary service features across customer journey stages. Journal of Business Research, 129(5), 70–82. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.02.016
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta.
Sukmaningsih, D. W., Meyliana, Prabowo, H., & Hidayanto, A. N. (2019). Loyalty Program Dimension and Future Trend for Hospitality and Travel Industry: A Systematic Literature Review. International Journal of Mechanical Engineering and Technology (IJMET), 10(03), 793–807. http://www.iaeme.com/IJMET/index.asp793http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=10&IType=3http://www.iaeme.com/IJMET/index.asp794http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=10&IType=3
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Susanti, A. A. (2023). Pengaruh Kualitas Pelayanan terhadap Customer Retention Pada PT Patam Mulya Jaya di Batam. Andalas Management & Accounting Journal, 01(2), 60–66.
Syaqirah, N., & Faizurrahman, P. (2014). Managing Customer Retention of Hotel Industry in Malaysia. Procedia - Social and Behavioral Sciences, 130, 379–389. https://doi.org/10.1016/j.sbspro.2014.04.045
Tawinunt, K., Phimonsathien, T., & Fongsuwan, W. (2015). Service Quality and Customer Relationship Management Affecting Customer Retention of Long-Stay Travelers in the Thai Tourism Industry: a SEM Approach. International Journal of Arts & Sciences, 8(2), 459–477. https://search.proquest.com/docview/1677318280?accountid=26642%0Ahttp://link.periodicos.capes.gov.br/sfxlcl41?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&genre=article&sid=ProQ:ProQ%3Amaterialsscijournals&atitle=SERVICE+QUALITY+AND+CUSTOM
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Udayana, I. B. N., & Dwifa, R. S. (2023). Pengaruh Service Quality dan Empathy terhadap Purchase Intention di Pasar Tradisional Melalui Word Of Mouth: Studi Kasus pada Pasar Tradisional di Daerah Kabupaten Bantul. Reslaj: Religion Education Social Laa Roiba Journal, 5(3), 859–873.
Widian, T. (2020). Sekilas Alfamart. Alfamart. https://alfamart.co.id/tentang-perusahaan/profil-kami
Widyaratna, L., & Astutik, M. W. (2022). Pengaruh Customer Satisfaction dan Trust In Brand terhadap Customer Retention pada Konsumen Minimarket Indomaret di Pasuruan. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5(1), 69. https://doi.org/10.47201/jamin.v5i1.129
Wijaya, S. (2005). The Effect of Loyalty Programs on Customer Loyalty in the Hospitality Industry. Jurnal Manajemen Perhotelan, 1(1), 24–31. http://puslit2.petra.ac.id/ejournal/index.php/hot/article/view/16235
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The Effect of Website Design Quality and Service Quality on Repurchase Intention in the E-commerce Industry: A cross-Continental Analysis. Gadjah Mada International Journal of Business, 21(2), 187–222. https://doi.org/10.22146/gamaijb.33665
Yousapronpaiboon, K. (2014). SERVQUAL: Measuring Higher Education Service Quality in Thailand. Procedia - Social and Behavioral Sciences, 116, 1088–1095. https://doi.org/10.1016/j.sbspro.2014.01.350
Yustiani, N. M. R., Suardhika, I. N., & Hendrawan, I. G. Y. (2022). Pengaruh Kepercayaan, Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Customer Retention Laundry Kiloan Abianbase Mengwi. Jurnal EMA, 3(8), 116–131.
Anam, K. (2021). Sasar Milenial, Alfamart Kembangkan Alfagift. CNBC Indonesia. https://www.cnbcindonesia.com/news/20211130173915-4-295590/sasar-milenial-alfamart-kembangkan-alfagift
Bagaskara, A. S., & Sigit, M. (2018). Analisis Pengaruh Program Loyalitas Pelanggan dan Kualitas Layanan terhadap Loyalitas Pelanggan dengan Kepercayaan sebagai Variabel Mediasi pada Produk HP Samsung (Penelitian di wilayah Daerah Istimewa Yogyakarta). Universitas Islam Indonesia.
Buttle, F. (2006). Customer relationship management: Concepts and tools. Elsevier Butterworth-Heinemann.
Curatman, A., Suroso, A., & Suliyanto. (2020). Pendahuluan Program Loyalitas Pelanggan. In Program Loyalitas Pelanggan (pp. 1–2). Deepublish Publisher. https://play.google.com/books/reader?id=ntAAEAAAQBAJ&pg=GBS.PA1&hl=id
Dorotic, M., Bijmolt, T. H. A., & Verhoef, P. C. (2012). Loyalty Programmes: Current Knowledge and Research Directions. International Journal of Management Reviews, 14(3), 217–237. https://doi.org/10.1111/j.1468-2370.2011.00314.x
Elgarhy, S. D. (2022). Effects of Service Quality , Loyalty Programs , Pricing Strategies , and Customer Engagement on Firms ’ Performance in Egyptian Travel Agencies : Mediating Effects of Customer Retention Effects of Service Quality , Loyalty Programs , Pricing Strategies , . Journal of Quality Assurance in Hospitality & Tourism, 1–29. https://doi.org/10.1080/1528008X.2022.2077889
Ennew, C. T., & Binks, M. R. (1996). The impact of service quality and service characteristics on customer retention: Small businesses and their banks in the UK. British Journal of Management, 7(3), 219–230. https://doi.org/10.1111/j.1467-8551.1996.tb00116.x
Fernandes, A. (2021). Pengaruh Kualitas Layanan Terhadap Loyalitas Pelanggan Pada Alfamart Kayuagung. Jurnal Manajemen Da Bisnis, 6(1), 1–10.
Gengeswari, K., Padmashantini, P., & Sharmeela-Banu, S. . (2013). Impact of Customer Retention Practices on Firm Performance. International Journal of Academic Research in Business and Social Sciences, 3(7), 68–84. https://doi.org/10.6007/IJARBSS/v3-i7/10
Iskandar. (2023). SOP Kasir Alfamart dan Indomaret Saat Melayani Konsumen. Rajarak.Co.Id. https://www.rajarak.co.id/2023/08/sop-kasir-alfamart-dan-indomaret-saat-melayani-konsumen.html
Komalasari, F. P., & Budiman, S. F. (2018). Customer Retention Strategy Through Customer Satisfaction and Customer Loyalty: The Study on Traveloka Loyalty Program. TRJ Tourism Research Journal, 2(1), 69. https://doi.org/10.30647/trj.v2i1.32
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Edition (Pearson Pr).
Lamb, C. W., Hair, J. F., & McDaniel, C. (2001). Pemasaran (Empat). Salemba Empat.
Liu, Y., & Yang, R. (2009). Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability. Journal of Marketing, 73(January), 93–108.
Ma, B., Li, X., & Zhang, L. (2018). The effects of loyalty programs in services – a double-edged sword? Journal of Services Marketing, 32(3), 300–310. https://doi.org/10.1108/JSM-06-2016-0227
Nielsen. (2023). Jumlah Gerai Naik Signifikan, Kinerja Sumber Alfaria Trijaya (AMRT) Melesat. Kontan.Co.Id. https://investasi.kontan.co.id/news/jumlah-gerai-naik-signifikan-kinerja-sumber-alfaria-trijaya-amrt-melesat#:~:text=Jumlah toko Alfamart 18.435 pada Juni 2023 dan 17.813 toko pada 2022.&text=KONTAN.CO.ID - JAKARTA.
Nisa, P. F., & Harti. (2020). Pengaruh Kualitas Layanan Terhadap Word of Mouth Melalui Kepuasan Konsumen Pada Jasa Bus Putra Mas Kelas Ekonomi. Journal of Universitas Negeri Surabaya, 4(1), 1–17.
Pertiwi, A., & Kusuma, A. (2020). Pengaruh Customer Relationship Management dan Kualitas Pelayanan Terhadap Perceive of Customer Retention. JCA Ekonomi, 1(2), 358–356. https://doi.org/10.47007/jeko.v14i01.6553
Ramadhan, A. F. P., & Munawar, F. (2022). Pengaruh Media Sosial Instagram Dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Pada Artomoro Motor Cimahi). JIMEA | Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 6(3), 2272–2295. https://doi.org/https://doi.org/10.31955/mea.v6i3
Samosir, V. S., Rachbini, D. J., & Rekarti, E. (2021). The effect of promotion, quality of service and security on customer retention mediated by customer satisfaction on OVO application. Technium Social Sciences Journal, 21, 620–634. https://doi.org/https://doi.org/10.47577/tssj.v21i1.3733
Steinhoff, L., & Zondag, M. M. (2021). Loyalty programs as travel companions: Complementary service features across customer journey stages. Journal of Business Research, 129(5), 70–82. https://doi.org/https://doi.org/10.1016/j.jbusres.2021.02.016
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sugiyono. (2019). Metode Penelitian Kuantitatif. Alfabeta.
Sukmaningsih, D. W., Meyliana, Prabowo, H., & Hidayanto, A. N. (2019). Loyalty Program Dimension and Future Trend for Hospitality and Travel Industry: A Systematic Literature Review. International Journal of Mechanical Engineering and Technology (IJMET), 10(03), 793–807. http://www.iaeme.com/IJMET/index.asp793http://www.iaeme.com/ijmet/issues.asp?JType=IJMET&VType=10&IType=3http://www.iaeme.com/IJMET/index.asp794http://www.iaeme.com/IJMET/issues.asp?JType=IJMET&VType=10&IType=3
Suriansha, R. (2023). Pengaruh Customer Experience di Era Digitalisasi Terhadap Retensi Pelanggan Pada Industri Retail. Journal of Economics and Business UBS, 12(4), 2270–2277. https://doi.org/https://doi.org/10.52644/joeb.v13i1.1271
Susanti, A. A. (2023). Pengaruh Kualitas Pelayanan terhadap Customer Retention Pada PT Patam Mulya Jaya di Batam. Andalas Management & Accounting Journal, 01(2), 60–66.
Syaqirah, N., & Faizurrahman, P. (2014). Managing Customer Retention of Hotel Industry in Malaysia. Procedia - Social and Behavioral Sciences, 130, 379–389. https://doi.org/10.1016/j.sbspro.2014.04.045
Tawinunt, K., Phimonsathien, T., & Fongsuwan, W. (2015). Service Quality and Customer Relationship Management Affecting Customer Retention of Long-Stay Travelers in the Thai Tourism Industry: a SEM Approach. International Journal of Arts & Sciences, 8(2), 459–477. https://search.proquest.com/docview/1677318280?accountid=26642%0Ahttp://link.periodicos.capes.gov.br/sfxlcl41?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&genre=article&sid=ProQ:ProQ%3Amaterialsscijournals&atitle=SERVICE+QUALITY+AND+CUSTOM
Trisnawati, N., & Setyawati, H. A. (2020). Pengaruh Customer Loyalty Program serta Service Recovery Terhadap Customer Satisfaction dan Customer Retention. JIMMBA: Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi, 2(3), 491–503.
Udayana, I. B. N., & Dwifa, R. S. (2023). Pengaruh Service Quality dan Empathy terhadap Purchase Intention di Pasar Tradisional Melalui Word Of Mouth: Studi Kasus pada Pasar Tradisional di Daerah Kabupaten Bantul. Reslaj: Religion Education Social Laa Roiba Journal, 5(3), 859–873.
Widian, T. (2020). Sekilas Alfamart. Alfamart. https://alfamart.co.id/tentang-perusahaan/profil-kami
Widyaratna, L., & Astutik, M. W. (2022). Pengaruh Customer Satisfaction dan Trust In Brand terhadap Customer Retention pada Konsumen Minimarket Indomaret di Pasuruan. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 5(1), 69. https://doi.org/10.47201/jamin.v5i1.129
Wijaya, S. (2005). The Effect of Loyalty Programs on Customer Loyalty in the Hospitality Industry. Jurnal Manajemen Perhotelan, 1(1), 24–31. http://puslit2.petra.ac.id/ejournal/index.php/hot/article/view/16235
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The Effect of Website Design Quality and Service Quality on Repurchase Intention in the E-commerce Industry: A cross-Continental Analysis. Gadjah Mada International Journal of Business, 21(2), 187–222. https://doi.org/10.22146/gamaijb.33665
Yousapronpaiboon, K. (2014). SERVQUAL: Measuring Higher Education Service Quality in Thailand. Procedia - Social and Behavioral Sciences, 116, 1088–1095. https://doi.org/10.1016/j.sbspro.2014.01.350
Yustiani, N. M. R., Suardhika, I. N., & Hendrawan, I. G. Y. (2022). Pengaruh Kepercayaan, Kualitas Pelayanan dan Kepuasan Pelanggan Terhadap Customer Retention Laundry Kiloan Abianbase Mengwi. Jurnal EMA, 3(8), 116–131.
Published
2024-07-30
How to Cite
Fauziah, S., Arifianti, R., & Rivani, R. (2024). PENGARUH SERVICE QUALITY DAN LOYALTY PROGRAM TERHADAP CUSTOMER RETENTION PADA ALFAMART. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 2425-2445. https://doi.org/10.31955/mea.v8i2.4365
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