Merchandise Image Sebagai Mediasi Pengaruh Perceived Quality Terhadap Store Loyalty: Studi Pelanggan Toko Perak di Daerah Istimewa Yogyakarta
Journal Title: Jurnal Manajemen dan Kearifan Lokal Indonesia - Year 2017, Vol 1, Issue 1
Abstract
The purpose of this study to analyze perceived quality directly and indirectly influences store Loyalty, Merchandise image as mediation. The object of this research is silver shop customers. The population is all the customers of the silver shop. Samples are customers in five silver stores, at least in one silver shop. The sampling technique used convenience sampling with sample size of 100 respondents, while the sample unit, the unit of analysis and the respondents were the customers of five silver stores. The data analysis tool uses path analysis. The results of this study show that perceived quality has a direct effect on Loyalty store and Merchandise image not as mediation for perceived quality from silver customer to store Loyalty. The research contributes: for the theoretical development of consumer behavior models in specialty store, for business players to set strategic business, the government increases rural incomes, tridarma colleges conduct research and create training programs for silversmiths. Novelty from this study explains Merhandise image cannot be a solution influence between perceived quality on Store loyalty.
Authors and Affiliations
Wisnalmawati Wisnalmawati
Keywords
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- EP ID EP611432
- DOI 10.26805/jmkli.v1i1.3
- Views 71
- Downloads 0
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