Hubungan antara Promosi Penjualan dengan Kepuasan Pelanggan pada Produk Sepatu

Abstract

Abstract. The Little Things She Needs is a shoe outlet that specializes in selling women's shoes. In running its business, this shoe shop faces potential competitors. The Little Things She Needs market share is considered lower than competitors. The level of visits by consumers and customers to The Little Things She Needs Store also decreased and this certainly became an evaluation of the store's performance and the implementation of sales promotions that have been carried out by The Little Things She Needs Shop as a promotional strategy that is expected to create stimuli to consumers who can provide a final opportunity to influence comfort and satisfaction when consumers are in the store room. The purpose of this study was to find out the relationship between sales promotions carried out by The Little Things She Needs Shop through price cuts, bonus packs, and displays with customer satisfaction. This study uses a quantitative method with a correlational approach. The research data was obtained from questionnaires distributed to 95 visitors to The Little Things She Needs Shop. The data collected was analyzed using the Statistical Package for Social Sciences (SPSS) program 25.0 for Windows. The results of this study indicate that the sales promotions carried out by The Little Things She Needs Shop through discounts, bonus packs, and displays have a positive and significant relationship with customer satisfaction. The relationship between these variables is classified as a strong relationship.

Keywords: Bonus Pack, Correlational, Customer Satisfaction, Display, Discounts, Sales Promotion

Abstrak. Toko Sepatu The Little Things She Needs merupakan gerai sepatu yang khusus menjual sepatu wanita. Dalam menjalankan bisnisnya toko sepatu ini menghadapi pesaing-pesaing potensial. Penguasaan pasar The Little Things She Needs dinilai masih lebih rendah dari pesaing. Tingkat kunjungan konsumen dan pelanggan ke Toko The Little Things She Needs juga mengalami penurunan dan hal tersebut tentunya menjadi bahan evaluasi atas kinerja gerai tersebut dan implementasi dari promosi penjualan yang selama ini telah dilakukan oleh Toko The Little Things She Needs sebagai strategi promosi yang diharapkan mampu menciptakan rangsangan kepada konsumen yang dapat memberikan peluang akhir untuk mempengaruhi rasa nyaman dan puas pada saat konsumen berada didalam ruangan toko. Tujuan dari penelitian ini adalah untuk mengetahui hubungan antara promosi penjualan yang dilakukan oleh Toko The Little Things She Needs melalui potongan harga, bonus pack, dan display dengan kepuasan pelanggan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan korelasional. Data penelitian didapatkan dari kuesioner yang disebarkan kepada 95 orang pengunjung Toko The Little Things She Needs. Data yang terkumpul dianalisa menggunakan program Statistical Package for Social Sciences (SPSS) 25.0 for Windows. Hasil penelitian ini menunjukkan bahwa promosi penjualan yang dilakukan oleh Toko The Little Things She Needs melalui potongan harga, bonus pack, dan display memiliki hubungan yang positif dan signifikan dengan kepuasan pelanggan. Hubungan diantara variabel-variabel tersebut tergolong pada hubungan yang kuat.

Kata kunci: Bonus Pack, Display, Kepuasan Pelanggan, Korelasional, Potongan Harga, Promosi Penjualan