Faktor Penentu Terciptanya Loyalitas Konsumen di Pasar Tradisional Asri Marindal Kecamatan Patumbak, Kabupaten Deli Serdang
Abstract
Pasar Asri Marindal merupakan pasar tradisional yang telah lama keberadaanya dan tetap bertahan dalam gempuran pasar modern maupun semi modern di kawasan Marindal, Kecamatan Patumbak, Kabupaten Deli serdang. Salah satu kunci utamanya eksistensi pasar tradisional adalah telah terciptanya customer loyalty. Para pelanggan di Pasar tradisional ini memiliki tingkat loyalitas yang baik. Penelitian ini dilaksanakan untuk mendapatkan serta menjelaskan faktor apa saja yang menentukan terciptanya loyalitas konsumen di pasar tradisional Asri Marindal. Penelitian ini dilaksanakan dengan menggunakan metodologi deskriptif kualitatif supaya menghasilkan gambaran yang utuh berdasarkan keadaan faktual dilapangan studi terhadap aspek yang akan diteliti.Teknik pengumpulan data meliputi pencatatan dan pemahaman deskripsi awal, wawancara, dan observasi. Analisis data dilakukan dengan informasi yang diperoleh dari dokumen dan literatur, wawancara, dan observasi. Untuk memverifikasi keakuratan data, peneliti membandingkan, menyandingkan, dan menggabungkan semua data yang dikumpulkan. Terdapat enam faktor penentu terciptanya loyalitas pelanggan di Pasar Tradisional Asri Marindal yaitu 1).Persepsi Harga; 2). Kualitas;3). Pelayanan Pasar; 4). Lokasi Pasar; 5). Kelengkapan dan keberagaman produk;dan 6), Customer Relationship.
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