THE ROLE OF WORD OF MOUTH, TRUST AND STORE ATMOSPHERE TOWARD STORE LOYALTY AT GARMENT AINUN SURABAYA

Atianta Adi Nugraha

Abstract


ABSTRAK

Store loyalty dipengaruhi oleh beberapa faktor diantaranya adalah word of mouth, trust dan store atmosphere. Penelitian bertujuan untuk menelaah pengaruh word of mouth, trust dan store atmosphere terhadap store loyalty. Responden adalah 109 konsumen Garmen Ainun, Surabaya. Analisis yang digunakan adalah analisis regresi berganda, dengan variabel terikat store loyalty, dan variabel bebas word of mouth, trust, dan store atmosphere. Hasil penelitian menunjukkan bahwa variabel-variabel word of mouth, trust, dan store atmosphere berpengaruh signifikan positif terhadap store loyalty pada Garmen Ainun, Surabaya, dan word of mouth terbukti berpengaruh dominan terhadap loyalitas konsumen pada Garmen Ainun, Surabaya.

Kata Kunci: word of mouth, trust, store atmosphere, store loyalty

ABSTRACT

Store loyalty can be influenced by word of mouth, trust and store atmosphere. This study aims to examine the influence of word of mouth, trust and store atmosphere on store loyalty. Respondents were 109 consumers of Ainun Garment, Surabaya. The analysis used is multiple regression analysis, with dependent variable of consumer loyalty on store, and independent variable of word of mouth, trust, and store atmosphere. Results showed that word of mouth, trust, and store atmosphere had a significant positive effect on consumer loyalty, and word of mouth proved to be the dominant influence on consumer loyalty at Garment Ainun, Surabaya.

Keywords: word of mouth, trust, store atmosphere, store loyalty


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