E-Wom And Price Perception On Image, Satisfaction, And Loyalty For Consumers Of Toyota Family Cars
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 3
Abstract
This study aimed to investigate the influence of electronic Word-of-Mouth (eWOM) and the price perception on the image, satisfaction, and loyalty of customers' Toyota family cars. This was designed as survey research in which primary data were applied for data collection. Data were obtained from customers of Toyota family cars in Makassar. The samples were 400 respondents taken with accidental sampling technique; and the technique for data analysis was SEM (Structural Equation Modeling). As a result, eWOM and price perception gave impact on brand image of Toyota family cars. Further result indicated that eWOM had no effect to customer satisfaction and customer loyalty. While, price perceptions and brand image induced Toyota customers' satisfaction and loyalty; in turn, customer satisfaction impinged Toyota customers' loyalty.
Authors and Affiliations
Jamila Isa, Budiyanto . , Slamet Riyadi
Keywords
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