ANALISIS CONSUMER’S BUYING BEHAVIOR PADA TOKO TRADISIONAL MELALUI SERVQUAL, KEPERCAYAAN DAN EMOTIONAL BRANDING (STUDI KASUS PADA TOKO TULUS HARAPAN SURABAYA)

Abstract

The presence of modern retail's growing lead threatened to existence of traditional stores in Surabaya. However, it is evident that there are still many traditional stores are able to survive amid the phenomenon, with example of Tulus Harapan in Surabaya. This study wanted to examine more deeply the influence between psychological fields in shaping consumer's buying behavior especially for Tulus Harapan. The psychological fields included service quality (SERVQUAL), emotional branding, and trust. According to earlier research on the Elaboration Likelihood Model (ELM), this study thus wanted to examine the impact of trust, emotional branding, and SERVQUAL to the consumer's buying behavior, as well as the impact of SERVQUAL to trust and emotional branding. Using Structural Equation Model (SEM), the author would like to see the influence of each variable simultaneously, so it would be clearly defined about direct impact SERVQUAL or through trust and emotional branding in shaping consumer's buying behavior. The selection of samples in this study is a non probability sampling by using the Maximum Likelihood technique and purposive sampling. The sample in this study included customers who had bought Tulus Harapan and only focused on Surabaya city, which is considere that most customers came from the city. The results of this study indicate that SERVQUAL can affect the consumer's buying behavior directly and also influence the intervening variables of trust and emotional branding. Furthermore, it also proofed that trust has a positive effect on consumer's buying behavior, and emotional branding effect on consumer's buying behavior. The results are then refers to the general theoretical implication such as ELM could be applied in SME sector in particular Tulus Harapan Surabaya. As a managerial implications, it can be concluded that to improve the psychological fields, this store needs to develop informally and periodic training on the shop steward, checked the goods when the consumers purchase the product, applying experiential marketing, giving a friendly smile, giving payable or receivable, emphasizing service consistently and adequate in Tulus Harapan Surabaya.