ANTESEDEN DARI KESETIAAN MEREK

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Iin Triyani
Robert Kristaung

Abstract

Purpose of this research is to analyze the effects of service quality, price, purchase decision,
perceived quality, design, and store environment on brand loyalty at Beauty Salon in Jakarta
Theoretical model that used in this study is the hypothetical testing method, that means to
examine is there the direct effect of service quality, price, purchase decision, perceived quality,
design, and store environment on brand loyalty at Beauty Salon in Jakarta using the Multiple
Regressions and ANOVA One Way Method.
Result of this study states that: (1) There is the positive influence of service quality on brand
loyalty; (2) There is the positive influence of price on brand loyalty;
(3) There is the positive influence of purchase decision on brand loyalty; (4) There is the positive
influence of perceived quality on brand loyalty; (5)There is the positive influence of design on
brand loyalty; (6) There is the positive influence of salon environment on brand loyalty; and
(7)There is difference of brand loyalty between mall beauty salon, housing beauty salon, and
settlement beauty salon.
Managerial implications of this study is that management must consider many factors that can
influence service quality, price, purchase decision, perceived quality, design, and salon store
environment on brand loyalty at beauty salon in Jakarta in efforts to build and enhance the
brand loyalty.
Keywords : Service quality, price, purchase decision, perceived quality ,design, Saloon
Environment, Brand Loyalty, Beauty Salon.

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