PENGARUH CITRA TOKO TERHADAP KEPUASANDAN LOYALITAS KONSUMEN (STUDI EMPIRIK PADA KONSUMEN TOKO BUKU GRAMEDIA KOTA TARAKAN)

Abstract

Store Image Influence Towards Satisfaction and Consumer Loyalty (Empirical Study in Bookstore Gramedia Tarakan City). This watchfulness aim detects how big store image influence towards satisfaction and consumer loyalty in bookstore gramedia Tarakan city.

Respondent total 100 person. This watchfulness uses method convenience sampling or ease sample. Instrument in this watchfulness quesioner that is distributed to respondent. This watchfulness uses stripe analysis (path analysis) to detect direct influence from store image variable towards customer satisfaction, direct influence and not direct from store image variable towards customer loyalty passes bookstore satisfaction Gramedia Tarakan city. Path analysis result shows that has direct influence towards customer satisfaction. Then store image and has direct influence towards customer loyalty. Besides has also influence not direct towards customer loyalty passes satisfaction. The difference test result show store image result according to together or positive influential simultaneous towards satisfaction and bookstore consumer loyalty Gramedia Tarakan City.