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.

Keywords:  Price sensitivity, hedonic value, utilitarian value, satisfaction, loyalty

Author: Anastasia Audrey Oenaryo dan Liza Agustina Maureen Nelloh   

Journal Code: jpmanajemengg130077

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