| dc.description.abstract | Retail store has very competitive markets. Nowadays, customers look for
added value that they get in the store, to determine them for being loyal customers.
As the furniture retailer, Sinar Mas must keep trying how to continue to improving
the quality of services in an effort to improving their sales and build customers’
store loyalty. For doing that, Sinar Mas needs to analyze a variety of in-store driven
factors and several economic factors that can significantly influence core brand
loyalty towards customers’ store loyalty.
The purpose of this study was to evaluate and analyze the effect of in-store
characteristics (convenience, employees, merchandising, service quality),
economic drivers (switching costs, promotions, pricing policies), and core brand
loyalty towards customers’ store loyalty Sinar Mas Banjarmasin. As for core brand
loyalty is influence by core brand characteristics (core brand image, core brand
trust, core brand quality, core brand price). The expected benefits of this research
is to add contributions to science in the field of management, especially how big
the influence of each variable can increase the customers’ store loyalty that will
ultimately shape the success of the store in the long term.
This study uses a quantitative approach to the analysis technique of
Structural Equation Model (SEM), with using the AMOS 22.0 software. Collecting
data in this study conducted by distributing questionnaires to 205 respondents with
the characteristics which is a customer of Sinar Mas Banjarmasin aged 18-60 years,
bought a product of core brand – Olympic more than twice within the last 5 years,
using product of core brand and had known about the core brand characteristics.
The results showed that convenience has positive effect but not significant
to the customers’ store loyalty with regression coefficient of 0.045, employees has
positive significant effect to the customers’ store loyalty with regression coefficient
of 0.261, merchandising has positive effect but not significant to the customers’
store loyalty with regression coefficient of 0.054, service quality has positive
significant effect to the customers’ store loyalty with regression coefficient of
0.354, switching costs has positive effect but not significant to the customers’ store
loyalty with regression coefficient of 0.011, promotions has positive effect but not
significant to the customers’ store loyalty with regression coefficient of 0.090,
pricing policies has positive significant effect to the customers’ store loyalty with
regression coefficient of 0.239, core brand loyalty has positive significant effect to
the customers’ store loyalty with regression coefficient of 0.858, core brand image
has positive significant effect to the core brand loyalty with regression coefficient
of 0.276, core brand trust has positive effect but not significant to the core brand
loyalty with regression coefficient of 0.045, core brand quality has positive
significant effect to the core brand loyalty with regression coefficient of 0.439, core
brand price has positive significant effect to the core brand loyalty with regression
coefficient of 0.854. | en_US |
