Pengaruh Digital Marketing dan Merchandise Mix Terhadap Kepuasan Konsumen Melalui Kualitas Pelayanan pada Departement Store - Kharisma Austin Makaba; Nuraeni Kadir; Abdul Razak Munir (SEIKO : Journal of Management & Business, 2021)
Abstrak Pandemi Covid-19 membatasi Mobilitas dan Aktivitas kita sebagai masyarakat tak terkecuali berbagai bisnis. Saat ini berbagai sector ekonomi sedang mengalami kelesuan, satu diantaranya dari sector perdagangan seperti bisnis ritel yaitu Departement Store yang sekarang sedang berjuang menghadapi penurunan penjualan. Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing dan Merchandise Mix terhadap Kepuasan Konsumen melalui Kualitas Pelayanan pada Ramayana Departement Store. Sampel dalam penelitian ini sebanyak 384 responden yang merupakan konsumen yang pernah melakukan transaksi baik elektronik maupun konvensional minimal 2 kali serta mengetahui dan sering melihat informasi mengenai ramayana department store di berbagai media. Analisis data dalam penelitian ini menggunakan Path Analysis, Uji T dan Sobel Test. Hasil penelitian menunjukkan bahwa Digital Marketing tidak berpengaruh signifikan secara langsung terhadap kepuasan konsumen sedangkan Variabel Merchandise Mix berpengaruh secara langsung namun kurang signifikan terhadap kepuasan konsumen begitupun juga secara parsial kedua variabel tersebut tidak berpengaruh terhadap Kepuasan konsumen. Hasil penelitian ini juga menunjukkan bahwa Variabel Digital marketing dan Merchandise Mix berpengaruh signifikan secara tidak langsung terhadap kepuasan konsumen melalui kualitas pelayanan. Kata Kunci: Digital Marketing, Merchandise Mix, Kualitas Pelayanan, Kepuasan Konsumen Abstract The COVID-19 pandemic limits our mobility and activities as a society, including various businesses. Nowadays, various economic sectors are experiencing declines, including the trade sector. Retail business, such as the Department Store is currently struggling with declining sales. The objective of this study was to analyze the effect of Digital Marketing and Merchandise Mix on Customer Satisfaction through Service Quality at Ramayana Department Store. The samples in this study were 384 respondents. They were customers who had made electronic and conventional transactions at least 2 times. They also knew and often saw information about Ramayana Department Store in various media. Data analysis used Path Analysis, T-Test, and Sobel Test. The results found that Digital Marketing has an insignificant direct effect on customer satisfaction. Meanwhile, the Merchandise Mix variable has a direct but less significant effect on customer satisfaction. Partially, the two variables do not affect customer satisfaction. The results of this study also found that the Digital marketing and Merchandise Mix variables have a significant indirect effect on customer satisfaction through service quality. Keywords: Digital Marketing, Merchandise Mix, Service Quality, Customer Satisfaction