The Influence of Marketing and The Quality of Service to The Visitor Loyalty in Fashion Products

摘要

PT. Matahari Department Store always strives to provide services and products that can satisfy loyal customers, the cause of this problem is less consistent in the implementation of service standards by employees, there are several causes that affect the quality of each service provided by employees, the company's management has attempted to accommodate this problem with independent teams assessing the quality of service employees, and the results are still short, the very high level of competition in the retail service industry poses challenges for every department store to determine an effective and consistent marketing strategy to sustain and attract visitor loyalty, expectations in this regard can be achieved if the marketing strategy can be implemented effectively and consistent service quality and continue to improve. This study examines the indicators that affect the ability of visitor loyalty in fashion products, to illustrate how big influence, this research using Structural Equation Modeling approach. Based on the result of t-value, shows that the significant variables are H1 = marketing positively influence to loyalty, H2 = marketing has positive effect on service quality, H3 = service quality positively influence to loyalty. The results are all hypotheses significant or have a positive relationship.