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IJSTR >> Volume 7 - Issue 12, December 2018 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



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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