PENGARUH RETAILER INTEREST TERHADAP RETAILER LOYALTY INTENTION SEBUAH STUDI REPLIKASI

Simamora, Bilson PENGARUH RETAILER INTEREST TERHADAP RETAILER LOYALTY INTENTION SEBUAH STUDI REPLIKASI. Jurnal Manajemen.

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Abstract

Competition among modern retailers, especially for those that sell groceries, is very fierce in Jakarta and its sorrounding area. This area is the center for many modern retail distribution in Indonesia. In Jakarta alone there are 3384 outlets of modern retailers. This number covers 38.08% of modern retailer in Indonesia.Shoppers switching behavior is another stimulation for high retaliation among modern retailers. In general, shoppers always have several alternatives to shop, but usually their top preference retailer gets the highest proportion of their shopping expenditures. Facts show that loyal customers are more profitable than new customers. That’s the reason why modern retailers are scrambling to win a higher proportion of shoppers. What factors influence shopper loyalty intention of modern retailers? This question is still under-exposed at present. The answer of this question is meaningful for decision makers in order to maintain shoppers loyalty to their modern retailer.Shopper loyalty intention is defined as intention of shoppers to continue relationship with focal modern retailer. This construct is a latent variable constructed by patronage intention and positive word-of-mouth intention. Conceptually, this construct is influenced positively by satisfaction and retailer interest. Those independent variables are influenced in turn by components of retailing marketing mix, such as merchandise quality, price affordability, discounts, accessibility, personal service, and retail environment.This research involved 203 respondents. Structured interview is utilized as data collection method. Data are processed by utilizing structural equation modeling (SEM). Research findings reveal that both satisfaction and retailer influence shopper loyalty intention positively. Satisfaction is influenced positively by merchandise quality, price affordability, accessibility, and personal service. Merchandise quality and price affordability have positive effect on retailer interest. Meanwhile, satisfaction has no significant impact on retailer interest. This research suggests two managerial implications. First, retailers should maintain and enhance customer satisfaction. To pursue this classic wisdom, top priority should be put on above significant independent variables. Second, retailer is required to stimulate retailer interest by differentiating presentation of those significant variables stimuli from time to time. Other researchers are expected to execute segmental analysis based on gender, store name, and product category held by the store. Shoppers interaction can be involved as independent variable for upcoming research.

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