PENGARUH CORPORATE BRAND TERHADAP CONSUMER LOYALTY PADA SHOWROOM HYUNDAI PONDOK INDAH JAKARTA SELATAN
DOI:
https://doi.org/10.32493/jpkpk.v1i2.851Abstract
ABSTRAK
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh functional benefit dan Symbolic benefit terhadap attitudinal dan behavioral consumer loyalty. Penelitian empiris ini menggambarkan adanya hubungan yang signifikan diantara functional benefit, emotional benefit dan symbolic benefit dan consumer attitudinal dan behavior loyalty. Penelitian ini dilakukan pada 92 pelanggan di showroom Hyundai Pondok Indah. Cronbach alpha dan analisis regresi yang digunakan dalam penelitian ini dengan menggunakan SPSS versi 12.00 adalah sebagai alat yang mendukung dalam validasi construct pemahaman teori argumentasi sebagai dasar dalam pengukuran hasil. Kesimpulan dalam penelitian ini adalah functional benefit, emotional benefit, dan symbolic benefit berpengarus positif terhadap attitudinal loyalty dan behavior customer loyalty.
Kata kunci : Functional Benefit, Emotional Benefit, Symbolic Benefit, Attitudinal Customer Loyalty, Behavioral Customer Loyalty
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Jurnal Pemasaran Kompetitif is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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