PENGARUH EXPERIENCE QUALITY TERHADAP CUSTOMER LOYALTY DENGAN PERCEIVED VALUE DAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING DI DE SOEMATRA 1910 SURABAYA
:
https://doi.org/10.9744/pemasaran.8.2.70-79
Keywords:
Experience Quality, Customer Loyalty, Perceived and Brand ImageAbstract
The growth of the upper class society in Indonesia has increased, especially in the second largest metropolitan city of Surabaya. In Surabaya, there is a function house where to understand the way of thinking of its customer and the target are the upper class society in Surabaya. This research aims to analyze the influence of Experience Quality (accessibility, competence, customer recognition, helpfulness, personalization, problem solving, promise fullfilment, value for time) on Customer Loyalty by considering the factors of Perceived Value (instrumental value, the expressive value, hedonistic values, sacrifice value) and Brand Image (mystery, sensuality, intimacy). This study conducted by distributing questionnaires to 120 respondents who are the consumers of De Soematra 1910. Analysis technique used is of quantitative analysis with path analysis methodReferences
Bisniskeuangan.kompas.com/read/2013/09/14/1911231/Orang. Super-kaya.Indonesia. Bertambah. Banyak
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Mar-keting Research, 18(1), pp. 39-50.
Hubanic, A., & Hubanic, V. (2009). Brand Identity and Brand Image.
Kiefer, N.M., & John, K.T. (1995). Price recollection and Perceived Value in Restaurants.
Kotler, P., & Keller, K.L. (2012). Marketing Management. Harlow, Boston MA: Pearson Educa-tion.
Lemke, F., Clark, M., & Wilson, H. (2006). What Makes a Great Customer Experience. Cranfield Customer Management Foru
Lemke, F., Clark, M., & Wilson, H. (2010). Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique. Journal of the Academy of Marketing Science.
Malhotra, N.K. (2004). Marketing Research: An Applied Orientation. New Jersey: Pearson Edu-cation Inc.
Oliver, R.L. (1999). Whence Consumer Loyalty?. Journal of Marketing (Special Issue). 63, pp. 33-44.
Porter, S.S., & Claycomb, C. (1997). The influence of brand recognition on retail store image. The Journal of Product and Brand Management. 6, pp. 373–384.
Roberts, K. (2004). Lovemarks: The future beyond brands (1st ed.). New York: Powerhouse Books.
Roscoe, J.T. (1975). Fundamental Research Statistics for the Behavioural Sciences, 2nd edition. New York: Holt Rinehart & Winston.
Sarwono, J. (2011). Mixed Methods: Cara Menggabung Riset Kuantitatif Secara Benar.
Schiffman, L.G., Kanuk, L.L., & Wisenbilt, J. (2009). Consumer Behavior (10th ed.).
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing.
Smith, J.B., & Colgate, M. (2007). Customer value creation: a practical framework. The journal of marketing theory and practice, 15(1), 7-23
www.centroone.com/news/2012/09/4r/pengusaha- resto-jatim-giat-ekspansi/www.tribunnews. com/bisnis/2014/03/22/jumlah-orang-kaya-di-indonesia-terus-bertambah
