| dc.description.abstract | There are a lot of retailers in today's market place, from the small retailer until the multinational grocery retailers are expanding retail business in Indonesia. It is not a surprise because Indonesia with more than 220 millions of people is a strategic market for retail industry especially Mall. That is why it becomes a promising business and one of the fast growth businesses in the world.
While some retailers are very successful, others are not. In order to increase the possibility of success, retailers must understand the consumer behavioral process that could affect the performance and competitive position of most retail. Most retailers would like to have a substantial base of loyal customers who continue to purchase in their stores. But what makes a customer loyal to the store? Some researcher connected with satisfaction and store image.
However, it has remained unclear what the exact relationship between satisfaction, image and loyalty in a retail setting is. For instance, one question that has been left unanswered concerns the issue whether there is a direct relationship between store image and store loyalty or whether there is an indirect relationship through store satisfaction. Inthis thesis the researcher tries to answer this question. The researcher proposes a model that describes the relationship between store image and store loyalty, taking into account the effect of store satisfaction.
The data collected from a sample of 100 Ambarukmo Plaza customers in D.I.Yogyakarta, indicate that: (1) Store Image is not directly influence to Store Loyalty; it must through mediator which is Store Satisfaction, (2) Store Image is formed significantly through convenient facilities then store atmosphere, value, location, service, after sales service and merchandising, (3) Store image has a strong influence on Store satisfaction, (4) Store Satisfaction is directly influence by most significantly "doing the right thing" and (5) Store Loyalty is directly influence by revisiting behavior. The theoretical and implications for future research are discussed. | en_US |
