PENGARUH FAKTOR RASIONAL DAN FAKTOR EMOSIONAL TERHADAP LOYALITAS KONSUMEN PADA PASAR SEPEDA MOTOR CUBS
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Institusion
Universitas Atma Jaya Yogyakarta
Author
Chistorio, Patrick Rosade More
Subject
E-Business
Datestamp
2015-10-09 10:55:28
Abstract :
The objective of this research is analizing the effect of rational factors (economics factors) and emotional factorsc(non-economic factor) of brand to the customer loyalty. The research instrument used in this research is questionnaire. This study found 184 questionnairs back. Multiple regression model is used to analyze the data. In order to analyze the data, this study use SPSS 10.0 of Windows statistical software. The result of found that there were significant effects from rational factors and emotional factors to customer loyalty. Emotional factors have greater effect to the loyalty than the rational ones, evidenced by the standardized regression coefficient of emotional factors that greater than standardized regression coefficient of rational factors.
The objective of this research is analizing the effect of rational factors (economics factors) and emotional factorsc(non-economic factor) of brand to the customer loyalty. The research instrument used in this research is questionnaire. This study found 184 questionnairs back. Multiple regression model is used to analyze the data. In order to analyze the data, this study use SPSS 10.0 of Windows statistical software. The result of found that there were significant effects from rational factors and emotional factors to customer loyalty. Emotional factors have greater effect to the loyalty than the rational ones, evidenced by the standardized regression coefficient of emotional factors that greater than standardized regression coefficient of rational factors.
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