Putri, Annisa Deaneke Prabowo (2020) Determinan Loyalitas Pelanggan Pada Toko Berkonsep Nol Limbah: Studi Kasus Alang-Alang Zero Waste Store. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Terdapat berbagai tantangan yang dihadapi bisnis dengan konsep ramah lingkungan seperti Alang-Alang Zero Waste Store akibat fenomena perubahan preferensi konsumen yang mempertimbangkan aspek ramah lingkungan pada konsumsinya. Tantangan tersebut yakni adanya greenwashing serta pertumbuhan jumlah kompetitor di pasar seiring waktu. Peningkatan tingkat pelanggan yang tidak loyal di pasar juga menjadi tantangan yang dihadapi oleh bisnis nol limbah. Selain itu, permasalahan terkait loyalitas secara nyata terjadi di Alang-Alang Zero Waste Store karena jumlah pelanggan yang secara reguler kembali dan menjadi pelanggan tetap masih tergolong sedikit. Penelitian ini bertujuan untuk mengidentifikasi karakteristik pelanggan, menganalisis faktor-faktor yang dapat memengaruhi loyalitas merek pelanggan, menganalisis tingkat loyalitas pelanggan hingga menganalisis perbandingan profil antara Alang-Alang Zero Waste Store dengan kompetitornya. Penelitian ini merupakan model penelitian conclusive – descriptive – multiple cross sectional dengan pendekatan kuantitatif. Untuk mencapai tujuan penelitian maka teknik pengolahan dan analisis data yang digunakan di penelitian adalah analisis deskriptif, PLS-SEM, Customer Loyalty Index (CLI), dan analisis skala pengukuran semantic differential. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 225 sampel untuk analisis deskriptif, PLS-SEM, dan CLI serta 22 sampel untuk keperluan analisis semantic differential. Hasil penelitian menunjukkan bahwa green perceived value secara tidak langsung berhubungan positif dan signifikan terhadap loyalitas merek melalui self-brand connection pelanggan. Selain itu, pelanggan Alang-Alang Zero Waste Store berada dalam kategori pelanggan yang loyal terhadap merek. Kemudian berdasarkan perbandingan faktor atribut produk dan toko, kompetitor Alang-Alang Zero Waste Store yakni Mamaramah Eco Bulk Store, lebih unggul dibandingkan Alang-Alang Zero Waste Store. Terdapat implikasi manajerial yang dapat dimplementasikan pihak Alang-Alang Zero Waste Store dengan tujuan meningkatkan self-brand connection pelanggan serta mengoptimalkan faktor atribut produk dan toko yang dimiliki merek agar tercipta loyalitas merek yang maksimal. Implikasi manajerial tersebut adalah membuat iklan ataupun konten media sosial yang relevan bagi pelanggan, mengadakan event marketing serta in-store marketing, dan meningkatkan kualitas pelayanan yang diberikan oleh pramuniaga toko. Penelitian ini adalah upaya pertama dalam mengidentifikasi faktor-faktor yang memengaruhi loyalitas merek pelanggan di Alang-Alang Zero Waste Store yang juga sekaligus membandingkan profil antara merek dengan kompetitornya yakni Mamaramah Eco Bulk Store untuk mengetahui keunggulan dan kekurangan bisnis.
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There are various challenges faced by businesses with environmentally friendly concepts such as Alang-Alang Zero Waste Store due to the phenomenon of changing consumer preferences that consider the environmentally friendly aspects of their consumption. The challenge is the existence of greenwashing and the growing number of competitors in the market over time. Increasing the level of nonloyal customers in the market is also a challenge faced by the zero-waste business. Also, loyalty problems occur at Alang-Alang Zero Waste Store because the number of customers who regularly return and become regular customers is still relatively small. This study aims to identify customer characteristics, analyze the factors that can affect customer brand loyalty, analyze customer loyalty levels, and analyze the profile comparison between Alang-Alang Zero Waste Store and its competitors. This research is a conclusive - descriptive - multiple cross-sectional research model with a quantitative approach. To achieve the research objectives, the data processing and analysis techniques used in the study are descriptive analysis, PLSSEM, Customer Loyalty Index (CLI), and semantic differential measurement scale analysis. Data collection was performed using an online questionnaire distributed to 225 samples for descriptive analysis, PLS-SEM, and CLI as well as 22 samples for semantic differential analysis. The results showed that green perceived value indirectly correlated positively and significantly to brand loyalty through customer self-brand connections. Besides, Alang-Alang Zero Waste Store customers are in the category of loyal customers. Then based on the comparison of product and store attribute factors, Alang-Alang Zero Waste Store's competitor, Mamaramah Eco Bulk Store, is superior to Alang-Alang Zero Waste Store. There are managerial implications that can be implemented by Alang-Alang Zero Waste Store to increase the customer's self-brand connection and optimize the product and store attribute factors of the brand to create maximum brand loyalty. The managerial implications are creating advertisements or social media content that is relevant to customers, holding marketing and in-store marketing events, and improving the quality of services provided by salesperson. This research is the first attempt to identify the factors that influence customer brand loyalty at Alang-Alang Zero Waste Store, which also simultaneously compares profiles between brands and competitors, namely the Mamaramah Eco Bulk Store to determine the advantages and disadvantages of the business.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 3 Put d-1 |
| Uncontrolled Keywords: | Zero Waste Store, Loyalitas, Manfaat Hijau, Transparansi Hijau, Green Perceived Value, Self-brand Connection |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Annisa Deaneke Prabowo Putri |
| Date Deposited: | 19 Mar 2025 04:16 |
| Last Modified: | 19 Mar 2025 04:16 |
| URI: | http://repository.its.ac.id/id/eprint/73737 |
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