PENGARUH CONSUMER RELATIONSHIP PRONENESS TERHADAPRESISTANCE TO CHANGE MELALUI PERCEIVED LOYALTY PROGRAM ATTRIBUTES PADA PROGRAM LOYALITAS SOGO PREMIER CARD

  • Rozella Atika Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: consumer relationship proneness, resistance to change, perceived loyalty program attributes (preceived complexity, perceived advantage, perceived risk)

Abstract

Penelitian ini bertujuan untuk membuktikan pengaruh antara consumer relationship proneness terhadap resistance to change melalui perceived loyalty program attributes (preceived complexity, perceived advantage, perceived risk) pada program loyalitas Sogo Premier Card. Jenis penelitian yang digunakan adalah jenis penelitian basic research yang termasuk dalam tipe penelitian kausal. Responden dalam penelitian ini berjumlah 150 orang. Analisis dalam penelitian ini menggunakan SEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 18.0 for Windows serta AMOS versi 22.0 for Windows untuk pengujian Model Measurement dan Structural. Hasil penelitian ini menunjukkan bahwa hipotesis 1 – 4 dan hipotesis 6 telah terdukung dan berpengaruh positif / negatif signifikan yaitu consumer relationship proneness berpengaruh negatif signifikan terhadap preceived complexity, consumer relationship proneness berpengaruh positif signifikan terhadap perceived advantage, consumer relationship proneness berpengaruh negatif signifikan terhadap preceived risk, consumer relationship proneness berpengaruh positif signifikan terhadap resistance to change, dan perceived advantage berpengaruh  positif  signifikan  terhadap resistance to change. Sedangkan hipotesis 5 dan 7 tidak terdukung dan tidak signifikan yaitu perceived complexity berpengaruh negatif signifikan terhadap resistance to change dan perceived risk berpengaruh negatif signifikan terhadap resistance to change.

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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