Pengaruh Unique Products, Store Layout, dan Special Treatment Benefit Terhadap Customer Loyalty Pada Mixue Ice Cream and Tea Kota Mataram
DOI:
10.29303/alexandria.v5i2.629Published:
2024-09-30Issue:
Vol. 5 No. 2 (2024): SeptemberKeywords:
Product Uniqueness, Store Layout, Treatment Benefits, Customer LoyaltyArticles
Downloads
How to Cite
Metrics
Abstract
This research aims to find out whether unique products, store layouts, and special treatment benefits affect customer loyalty in Mixue ice cream and tea in the city of Mataram. The research approach used is using quantitative methods. The sampling technique uses a non-probability sampling technique where samples are taken non-randomly with purposive sampling. The number of samples in this research was 100 respondents. The data collection method uses a survey sample, namely the distribution of questionnaires measured using a Likert scale and data analysis using the SPSS application. The results of this research show that the unique product variable has a positive and significant effect on the customer loyalty mix in Mataram City, the store layout variable has a positive and significant effect on the customer loyalty mix in Mataram City, and the Special Treatment Benefits variable also has a positive and significant effect on customers Loyalty Mixue Mataram City. Based on these results, it can be concluded that as a business actor, pay attention to the uniqueness, store layout and special treatment benefits of the products sold in order to attract the interest and attention of consumers make a purchase.
References
Arikunto, Suharsimi. (2013). Prosedur Penelitian Pendekatan Praktek. Jakarta: Rineka Cipta
Bermen, Barry, and Joel R. Evans. (2007:51). Retail Management, New Jersey: Prentice Hall
Ferrinadewi, E. (2011). Strategi Pemasaran. Yogyakarta: Graha Ilmu.
Ficca ayu. (2023). Daftar Harga Menu Mixue Ice Cream & Tea, Mulai dari Rp 8 Ribuan Aja, Es Krim Viral di Media Sosial Artikel ini telah tayang di TribunMadura.com dengan judul Daftar Harga Menu Mixue Ice Cream & Tea, Mulai dari Rp 8 Ribuan Aja, Es Krim Viral di Media Sosial.Tribunmadura.Com. https://madura.tribunnews.com/2023/01/02/daftarharga-menu-Mixue-icecream-tea-mulai-dari-rp-8-ribuan-aja-es-krim-viral-di-mediasosia.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS25. BadanPenerbit Universitas Diponegoro: Semarang.
Griffin, J. (2003): 139. Customer Loyalty : How to Earn It, How to Keep It (Revised). New York, United States: John Wiley & Sons Inc.
Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26, 101-114.
Hasan, A (2009). Marketing, Media persindo, yogyakarta.
Henning-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247
Ignacio Geordi Oswaldo. (2023). Kenapa Harga Es Krim Mixue Bisa Murah? Ini Jawabannya. Keuangan. Detik.Com. https://finance.detik.com/berita-ekonomi-bisnis/d-6508600/kenapa-harga-ice-cream-Mixue-bisa-murah-ini-jawabannya.
Kotler dan Keller, 2009, Manajemen Pemasaran. Jilid I. Edisi ke 13 Jakarta: Erlangga.
Redaksi. (2023). Mixue, Waralaba Es Krim China yang Sedang Panas di Indonesia. Voi.Id. https://voi.id/bernas/260687/Mixue-weralaba-es-krim-china-yang-sedang-panas-di-indonesia#:~:text=Mixue%2Ca Waralaba Es Krim China yang Sedang Panas di Indonesia,-06 Mar 2023&text=Contohnya Mixue Ice Cream %26 Tea, keuntungan lebih dengan menjadi franchisee.
Rosnani, Ginting. 2009. Perancangan Produk. Graha ilmu. Yogyakarta.
Sugiyono. 2008. Metode Penelitian Kuantitatif Kualitatif dan R&D.Bandung:ALFABETA.
Tjiptono, Fandy. 2012. Service, Quality Satisfaction. Jogjakarta
Triana Novitasari. (2022). Bikin Nagih! Ini Dia 6 Best Seller Mixue Ice Cream yang Wajib Kamu Coba! Katamu.Id. https:
Author Biographies
Zohdi Al Farizi, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.
Muh. Mujahid Dakwah, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.
License
Copyright (c) 2024 Zohdi Al Farizi, Muh. Mujahid Dakwah
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
