SHOPPERS’ LOYALTY IN PASAR DUKUH MENANGGAL SURABAYA
Abstract: This study
improved the antecedents of
loyalty such as
price sensitivity, shopping
values (utilitarian values and
hedonic values) and
satisfaction in Pasar
Dukuh Menanggal Surabaya.
It consists of 145
respondents and the result tested by SEM. The result showed that price
sensitivity has insignificant toward hedonic value. Shopping values are
positively influencing satisfaction but utilitarian value plays a big role on this
path. Moreover, the management should improve the necessity of customers to achieve
shopping values, satisfaction and loyalty.
Author: Anastasia Audrey
Oenaryo dan Liza Agustina Maureen Nelloh
Journal Code: jpmanajemengg130077