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Analisis Faktor-Faktor Yang Mempengaruhi Minat Pembelian Ulang Pada Ritel Lotte Mart Semarang Dengan Menggunakan Model Jalur Partial Least Square

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Analisis Faktor-Faktor Yang Mempengaruhi Minat Pembelian Ulang Pada Ritel Lotte Mart Semarang Dengan Menggunakan Model Jalur Partial Least Square ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT PEMBELIAN ULANG PADA RITEL LOTTE MART SEMARANG DENGAN MENGGUNAKAN MODEL JALUR PARTIAL LEAST SQUARE Hanifah Fitri Izzati1, Diana Puspitasari2 Email : [email protected];[email protected] Program Studi Teknik Industri, Fakultas Teknik, Universitas Diponegoro Jl. Prof. Soedharto SH Tembalang, Semarang 50239 Telp (024) 7460052 ABSTRACT Repurchase intention is one of the important factors for the company to achieve profitability. Lotte Mart Semarang is a modern retail is currently experiencing instability have predicted the number of visitors and the number of switching out bigger than any other modern retail. It is based on data about the number of visitors from Customer Service Development Lotte Mart Semarang since 2012 to October 2014 and supported by Brand Switching Analysis sources Frontier Consulting Group Research Division Top Brand Survey 2012. This study aims to examine the factors that affect the interests of repurchase intentions in customer non-members, among others perception of service quality, perceived discounts, perception of price comparisons, perception of product quality, customer trust, perceived value and customer satisfaction. Approach path model Partial Least Square (PLS) is used to construct a model of retail interest in the repurchase intention with linking theoretical hypotheses with the main factors that are taken from 131 customers. The results of the research showed the costumer satisfaction is the strongest factor affecting repurchase intention which is this factor is also affected by another factor. Key Word : Retail, Repurchase Intention, Partial Least Square ABSTRAK Minat pembelian ulang adalah salah satu faktor penting bagi perusahaan untuk mencapai keuntungan.Lotte Mart Semarang merupakan ritel modern yang saat ini sedang mengalami ketidakstabilan jumlah pengunjung dan diprediksikan memiliki jumlah switching out terbesar dibandingkan dengan ritel modern lainnya. Hal ini didasarkan pada data jumlah pengunjung yang didapatkan Customer Service Lotte Mart Semarang sejak tahun 2012 hingga Oktober 2014 dan didukung oleh Brand Switching Analysis sumber Frontier Consulting Group Research Division survei Top Brand tahun 2012. Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi minat pembelian ulang pada pelanggan nom-member, antara lain persepsi kualitas layanan, persepsi diskon, persepsi perbandingan harga, persepsi kualitas produk, kepercayaan pelanggan, persepsi nilai, dan kepuasan pelanggan. Pendekatan model jalur Partial Least Square(PLS) digunakan untuk membangun model minat pembelian ulang dengan menghubungkan hipotesis teoritis antara faktor-faktor utama yang diambil dari 131 pelanggan. Hasil penelitian menunjukkan faktor kepuasan pelanggan merupakan faktor terkuat yang mempengaruhi minat pembelian ulang dimana faktor ini juga dipengaruhi oleh faktor-faktor lainnya. Kata Kunci : Ritel, Minat Pembelian Ulang, Partial Least Square 1Corresponding author 2Corresponding author PENDAHULUAN merek lain yang akan berganti mengunjungi Kemajuan di bidang perekonomian selama ketiga merek tersebut (switching in) lebih ini telah banyak membawa perkembangan banyak dari pengunjung merek tersebut yang cukup pesat dalam bidang usaha. yang akan berpindah menggunakan merek Sejalan dengan itu banyak bermunculan lain (switching out). Sebaliknya, Giant, perusahaan dagang yang bergerak di bidang Superindo, dan Brastagi, net perdagangan eceran ( ritel ). Menurut switching ketiga merek tersebut bernilai Gilbert (2003), ritel merupakan usaha bisnis negatif. yang mengarahkan secara langsung Meskipun angka net switching-nya kemampuan pemasarannya untuk positif nilai switching out terbesar jatuh pada memuaskan konsumen akhir berdasarkan hipermarket dengan brand Lotte Mart. organisasi penjualan barang dan jasa sebagai Sehingga nilai ini menunjukkan pengunjung inti dari distribusi. Bentuk usaha ritel ini Lotte Mart akan berpindah menggunakan dapat berupa toko, minimarket, supermarket, merek lain dengan jumlah yang cukup besar hipermarket dan lain-lain. pada pengunjungan berikutnya atau dengan Dengan dibukanya pintu masuk bagi kata lain akan terdapat banyaknya jumlah para peritel asing, yakni dengan pengunjung Lotte Mart yang tidak kembali mengeluarkan bisnis ritel dari negatif list lagi untuk membeli di tempat yang sama bagi penanaman modal asing (PMA) sehingga terjadi suatu ketidakloyalan berdasarkan Keppres No. 118 tahun 2000, pelanggan (pengunjung tidak kembali untuk maka ritel asing mulai marak masuk ke membeli). Indonesia. Masuknya ritel asing dalam Lotte Mart merupakan salah satu bisnis ini menunjukkan bisnis ini sangat ritel modern yang sedang berkembang di menguntungkan. Namun di sisi lain, Indonesia saat ini.Lotte Mart berasal dari masuknya hipermarket asing yang semakin Gwang Jin Gu, Seoul, Korea Selatan dengan ekspansif memperluas jaringan gerainya, tingkat pertumbuhan yang fantastis. Lotte dapat menjadi ancaman bagi peritel lokal. Mart adalah sebuah layanan perdagangan Semakin maraknya ritel modern tentu saja mandiri dengan perkiraan 40.000-50.000 menimbulkan persaingan sesama ritel anggota potensial di setiap toko. Konsep modern tersebut.Selain itu, maraknya ritel Lotte Mart dalah menawarkan produk modern memudahkan konsumen untuk dengan harga rendah, biaya rendah, memilih ritel yang disukai dan cocok dengan melayani diri sendiri, belanja secara tunai, keinginan konsumen.Sehingga konsumen menjual berbagai macam variasi produk dengan mudah bisa berganti ritel modern makanan dan non makanan, terbuka untuk yang dikunjungi, atau tetap loyal dengan konsumen dan institusi yang telah terdaftar, satu ritel karena sudah merasa cocok. Survei lapangan parkir yang luas sampai dengan Top Brand 2012 yang mengukur tiga seribu mobil, dan Lotte Mart mail sebagai parameter, yaitu TOM BA, last usage, dan media komunikasi antara Lotte Mart dengan future intention, selain digunakan untuk anggotanya. Menurut Departemen Customer mengetahui Top Brand Index, bisa juga Service DevelopmentLotte Mart Semarang digunakan untuk mengetahui perilaku (2014), Lotte Mart ini dahulu bernama switching konsumen. Berdasarkan brand Makro namun sejak Lotte Mart switching analysis, didapatkan bahwa mengakuisisi saham PT Makro Indonesia Carrefour,Hypermart, dan Lotte Mart yang mengoperasikan 19 supermarket merupakan merek yang diprediksikan akan Makro pada bulan Oktober 2008, pusat bertambah jumlah pengunjungnya di masa belanja Makro ini berubah nama menjadi mendatang. Angka net switching ketiga Lotte Mart, tak terkecuali yang terdapat di merek tersebut positif. Jumlah pengunjung Kota Semarang yang berubah namanya ulang yang dilakukan oleh para menjadi Lotte Mart cabang Semarang. ahli.Penelitian Noyan dan Simsek (2012), Tidak berbeda dengan kondisi menyatakan terdapat tujuh faktor yang manajemen Lotte Mart secara keseluruhan, mempengaruhi minat pembelian ulang. berdasarkan data laporan pengunjung Faktor tersebut ialah persepsi kualitas tahunan Departemen Customer Service produk, persepsi kualitas layanan, persepsi DevelopmentLotte Mart Semarang (2014), perbandingan harga, persepsi diskon, seiring dengan tingkat persaingan ritel kepercayaan pelanggan, persepsi nilai, dan modern yang semakin ketat di berbagai kepuasan pelanggan. Menurut Cannon, dkk wilayah besar termasuk di Kota Semarang, (2008), persepsi kualitas produk ialah jumlah pengunjung ritel Lotte Mart di kota kemampuan produk untuk memuaskan Semarang ini juga mengalami kebutuhan atau keinginan pelaggan. dengan ketidakstabilan di setiap bulannya. Kenaikan demikian persepsi kualitas produk dan penurunan jumlah pelanggan sulit berbanding lurus dengan tingkat kepuasan diprediksikan, terlebih ketika Lotte Mart dan keputusan pembelian konsumennya. mulai memasuki era kepemimpinan Sedangkan, Parasuraman dalam Tjiptono manajemen yang baru pada sekitar tahun (2001), mengatakan persepsi kualitas 2012.Dimana sejak tahun 2012 ini, layanan ialah evaluasi kualitas layanan suatu diberlakukan sistem member dan non badan usaha, tidak hanya evaluasi kualitas member bagi pelanggan Lotte Mart cabang layanan dari hasilnya saja, teteapi mereka Semarang. Keadaan ketidakstabilan jumlah juga memperhatikan bagaimana proses pengunjung ini masih terjadi sampai dengan penyampaian suatu layanan tersebut. Boyd, akhir tahun 2014 dkk (2000) dalam bukunya yang berjudul Ketidakstabilan perubahan ini Manajemen Pemasaran menyatakan persepsi menunjukkan ketidakpastian pelanggan perbandingan harga ialah sejumlah cara dalam menetapkan pilihan serta dalam menetapkan harga, tetapi cara apapun ketidakloyalan pelanggan dalam memilih yang digunakan seharusnya Lotte Mart sebagai suatu produk atau memperhitungkan faktor-faktor situasional“. layananannya. Dengan demikian, perlu Faktor-faktor itu meliputi strategi adanya perbaikan untuk mempertahankan perusahaan, perluasan produk, niaya dan pelanggan agar tetap kembali untuk harga pesaing, serta ketersediaan dan harga membeli kembali dan menjadi pelanggan dari produk pengganti. Menurut Kotler yang loyal dengan cara meningkatkan faktor (2006), persepsi diskon adalah diskon yang pling mempengaruhi pelanggan dalam langsung dari harga buku untuk masing- melakukan minat pembelian ulang. masing bungkus yang dibeli selama kurun Menurut Noyan dan Simsek (2012), waktu yang telah disebutkan. Menurut Hsin- Repurchase Intention atau minat pembelian Hui Lin (2009) cenderung menekankan ulang adalah penilaian individu untuk kepercayaan seEagai — percaya terhadap menggunakan lagi layanan tertentu dari integritas dan rasa mengandalkan rekan
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