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The Effect of Store Image And Store Location on Purchase Decision And Customer Loyalty of Modern Retails In The City Of Samarinda
[Full Text]
AUTHOR(S)
Sugeng Hariyadi, Armini Ningsih, Johan Lucas Away
KEYWORDS
ABSTRACT
This study aims to prove the significance of store location and store image effect on purchase decision and customer loyalty of
modern retail customers in Samarinda. In this study the population is the people in the city of Samarinda who had bought the product and
visited the modern retail in three locations namely Matahari Big Mall, MatahariPlasamulia and Matahari Mall Lembusuana. The research
sample is 160 people. Data collection method used is by distributing questionnaires to respondents who have made a purchase. Data
analysis using Structural Equation Model (SEM).The results showed that store image, store location both have a significant effect both on
customer loyalty directly and through purchase decision.
Keywords—store image, store location, purchase decision, customer loyalty.
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