Track: Construction Management

Abstract

This study aims to determine the effect of customer satisfaction on buyer loyalty at Green Mart in Namrole supermarkets. This research is quantitative. This research took place in the city of Namrole with the object of research at the Green Mart Supermarket. Sources of data in this study are primary data and secondary data. The data collection techniques in this research were survey and literature study. Sampling was done by non-probability sampling with a purposive sampling technique. The data analysis in this study used regression analysis. This analysis is used to examine the effect of customer satisfaction on loyalty. The results showed that customer satisfaction has a positive effect on loyalty. This implies that, if customer satisfaction increases, loyalty also tends to increase, if a customer is satisfied with the value provided by the products sold and the services received from Supermarkets, Green Mart is very likely to become loyal customers to Supermarkets. Green Mart for a long time. However, if customer satisfaction decreases, loyalty tends to decrease. Increased customer satisfaction is influenced by several factors, including the product and quality of products sold by various stores and according to the market tastes of shop consumers, friendliness, speed of service, and ease of transactions.