Rosa, Aslamia (2008) KESETIAAN PELANGGAN TERHADAP PRODUK KEBUTUHAN RUMAH TANGGA DI PASAR TRADISIONAL. Kajian Ekonomi Jurnal Penelitian Bidang Ekonomi Pasca Sarjana UNSRI, 7 (1). pp. 95-109. ISSN 1693-0436
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Abstract
The existence of traditional retail market in Palembang shares many economy contribution to its people, especially to the sellers that most are grouped into small entrepreneur. Many researchs focused on customers loyalty in modern market, and found that consumers satisfaction affects their loyalty. Altough many modern retail markets run in Palembang, but for daily household needs people still have loyalty to the stores and small stores in traditional market finding those things. The research tries to reveal the relation between customer expectation and customer perception on price in traditional market toward their loyalty. Structural Equation Modeling (SEM) method result indicates that customer expectation has no significant direct nor indirect effect on the loyalty. Also, it has no significant relation to the customer satisfaction. Perception on price could affect customer satisfaction, then customer satisfaction affects their loyalty but has no significant direct effect on the customer loyalty. It implies that price has significant role in deriving customer loyalty in traditional market or customer satisfaction that plays as mediating variable between price and loyalty. Customers still believe price is lower in traditional retail market. It also shows that customers understand very well and have to take the condition which it seems difficult to be improved.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | 01-Faculty of Economics > 61101-Management Business and Administration (S2) |
| Depositing User: | Dr.SE,M.Si Aslamia Rosa |
| Date Deposited: | 25 Dec 2022 01:33 |
| Last Modified: | 25 Dec 2022 01:33 |
| URI: | http://repository.unsri.ac.id/id/eprint/84580 |
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