Building Loyalty through Value: Differences of Rose-colored Glasses for Indonesian Middle Class Mall Visitor
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Currently mall has become a lifestyle for Indonesians. This is because the increase of income resulting in the shifting of lifestyle from low to middle and upper class. This change causes the buying behavior of the society to change also (bisnis.tempo.co). This is because the growth of Indonesian middle class experience increase that naturally Indonesians buying behaviour moves from traditional market to modern riteil market (nasional.sindonews.com). The goal of this research is to understand the factors that affect mall loyalty for middle class mall visitor. The variable used is utilitarian value and hedonic value in forming customer satisfaction and mall loyalty. Variable that form utilitarian value is formed by monetary saving, selection, convenience, and customized product. While hedonic value is formed by variable entertainment, exploration, place attachment, and social status. Research method used in this research is quantitative method and SPSS 22.0 is used to analyze the data. The type of this research is causal research and for the respondents are 150. The results of this studies showed that the variables which monetary saving, convenience, and customized product to utilitarian value, have positive and significant effect. Entertainment and place attachment to hedonic value have positive and significant effect. Social status has a significant but negative effect to hedonic value. Utilitarian value and hedonic value to customer satisfaction have positive and significant effect. Also, customer satisfaction to customer loyalty has positive and significant effect. In addition, the results also showed that selection to utilitarian value and exploration to hedonic value have positive but not significant effects of Royal Plaza. So, it can be concluding that from eleven proposed hypotheses, nine hypotheses are supported and three hypotheses are not supported.