THE ROLE OF WORD OF MOUTH, TRUST AND STORE ATMOSPHERE TOWARD STORE LOYALTY AT GARMENT AINUN SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
NUGRAHA, ATIANTA ADI
Subject
HRD Management
Datestamp
2019-10-29 05:51:48
Abstract :
Marketing strategies are important in competitive conditions, especially to build customer loyalty. Customer loyalty can be influenced by several factors such as word of mouth, consumer confidence and store atmosphere. Word of mouth can encourage purchases, can affect the community, efficient promotion strategies because it does not require large costs, can create a good image, and make consumers repurchase. Consumer confidence will have an impact on repeat purchases, recommendation to others to buy trusted roducts/services, spread positive image of trusted products or services that increase customer loyalty. Store atmosphere supports a enjoyment shopping experience, making consumers feel comfortable and convenience shopping so as to generate satisfaction, and the desire to shop back, so that the consumer loyalty is getting stronger. This study aims to examine the influence of word of mouth, trust and store atmosphere on consumer loyalty in the store. The respondents were 109 consumers of Ainun Garment, Surabaya. The analysis used is multiple regression analysis,with dependent variable of consumer loyalty on store, and independent variable of word of mouth, trust, and store atmosphere. To test the simultant effect used F test,whereas partial test is done by t test. The dominant influence search by looking at the highest standardized beta value. The results showed that word of mouth, trust, and store atmosphere had a significant positive effect on consumer loyalty in Garment Ainun, Surabaya, and word of mouth proved to be the dominant influence on consumer loyalty at Garment Ainun, Surabaya. To maximize word of mouth can be done the other way such as creating a website, and establish communication through social media. Company can conduct a routine evaluation to determine the response to consumer trust so that it can be known shortcomings that need to be improved and get the right input. Structuring the atmosphere should be further enhanced by prioritizing consumer convenience especially in terms of selection of layouts, decorations, room deodorizer and interior design.
Marketing strategies are important in competitive conditions, especially to build customer loyalty. Customer loyalty can be influenced by several factors such as word of mouth, consumer confidence and store atmosphere. Word of mouth can encourage purchases, can affect the community, efficient promotion strategies because it does not require large costs, can create a good image, and make consumers repurchase. Consumer confidence will have an impact on repeat purchases, recommendation to others to buy trusted roducts/services, spread positive image of trusted products or services that increase customer loyalty. Store atmosphere supports a enjoyment shopping experience, making consumers feel comfortable and convenience shopping so as to generate satisfaction, and the desire to shop back, so that the consumer loyalty is getting stronger. This study aims to examine the influence of word of mouth, trust and store atmosphere on consumer loyalty in the store. The respondents were 109 consumers of Ainun Garment, Surabaya. The analysis used is multiple regression analysis,with dependent variable of consumer loyalty on store, and independent variable of word of mouth, trust, and store atmosphere. To test the simultant effect used F test,whereas partial test is done by t test. The dominant influence search by looking at the highest standardized beta value. The results showed that word of mouth, trust, and store atmosphere had a significant positive effect on consumer loyalty in Garment Ainun, Surabaya, and word of mouth proved to be the dominant influence on consumer loyalty at Garment Ainun, Surabaya. To maximize word of mouth can be done the other way such as creating a website, and establish communication through social media. Company can conduct a routine evaluation to determine the response to consumer trust so that it can be known shortcomings that need to be improved and get the right input. Structuring the atmosphere should be further enhanced by prioritizing consumer convenience especially in terms of selection of layouts, decorations, room deodorizer and interior design.
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