Analysis of Influence of Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor's Behavior, The Visitor Himself / Herself to Customer Loyalty through Emotions and Satisfaction of Watsons Customers in Surabaya

Abstract

The retail industry plays an important role in the business world. In the era of globalization, there will be many changes that will continue to occur. In 2017, the retail industry in Indonesia experienced complaints and tended to decline. One company that has successfully adapted and adjusted its strategy to the circumstances that have occurred is PT. Duta Intidaya Tbk. (DAYA) the manager of the Watsons Indonesia network. Watsons is a leading health and beauty product retailer in Asia which operates 7500 retail stores and 1500 pharmaceutical retail stores in the Asian and European markets, including Indonesia. This study aims to analyze how the influence of Senses, Interior Design, Signage, Facilities, Atmospherics, Staff, Other Visitor's Behavior, and The Visitor Himself / Herself on Customer Loyalty through Emotions. And this study hopes to provide benefits in increasing knowledge in the field of management, especially how much influence Emotions has in increasing Customer Loyalty which will then increase sales from Watsons. Causal research and quantitative methods will be used in this study by processing data in the AMOS version 22.0 application. Data will be collected by distributing questionnaires to 200 respondents with the characteristics of men and women aged 18-60 years, residing in Surabaya, and at least having bought at Watsons offline store 2 times in the last 3 months. In this study the results show that the variables that have a significant positive effect on Emotions are Senses, Interior Design, Signage, Atmospherics, Staff, The Visitor Himself / Herself and those that do not have a significant effect are Facilities and Other Visitor's Behavior. Then Emotions has a significant positive effect on Satisfaction and Satisfaction has a significant positive effect on Customer Loyalty. Has a significant effect on repurchase intention with the coefficient of regulation of 0.661 and C. R value of 9,420.

Proposed Strategies to Increase Conversion Rate and to Compete with the Competitor for Sarinah Speciality Store

“…Primarily, the store lacks any form of entertainment, limiting its offerings solely to product sales. Even within the skincare (beauty) segment with numerous product lines, the Sarinah Specialty Store has yet to capitalize on its full potential (Renata, 2021). Additionally, the store must effectively utilize culinary inspiration to enhance its offerings.…”