The Influence of Merchandise, Location Image, Perceptions of Atmosphere, and the Loyalty of the Car Showroom Area in Indonesia

Wisnalmawati, Bagas Eko Prasetyo

2019

Abstract

The importance of choosing a place to shop for consumers, especially in the purchase of valuable products, in this case, the purchase of a car. Especially when a purchase decision will appear. The purpose of this study was to 1. analyze the effect of merchandise directly affecting the loyalty of the Harapan Indah region of Indonesia. 2. analyze the effect of merchandise on loyalty mediated by perceptions of the atmosphere. 3. analyze the effect of location images directly influence loyalty. 4. analyze the effect of location imagery on loyalty mediated by perceptions of the atmosphere. The research respondents were car customers, a total of 100 analytical techniques used were the Structural Equational Model (SEM) with PLS Program. The results of this study indicate that 1. merchandise does not affect the loyalty of the Harapan Indah area of ​​Indonesia. 2. merchandise affects the loyalty of the area mediated by the perception of the atmosphere 3. the image of the location does not directly influence the loyalty of the region. 4. The image of the location directly affects the loyalty of the region mediated by the perception of the atmosphere. The novelty of this research is the perception of the atmosphere can increase car consumer loyalty. The results of this research contribute to the development of consumer behavior models. Develop a business strategy of offering cars in studying consumer behavior.

Paper Citation

in Harvard Style

Wisnalmawati. and Prasetyo B. (2019). The Influence of Merchandise, Location Image, Perceptions of Atmosphere, and the Loyalty of the Car Showroom Area in Indonesia.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 241-245. DOI: 10.5220/0009961902410245

in Bibtex Style

@conference{icbeem19,
author={Wisnalmawati and Bagas Eko Prasetyo},
title={The Influence of Merchandise, Location Image, Perceptions of Atmosphere, and the Loyalty of the Car Showroom Area in Indonesia},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2019},
pages={241-245},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009961902410245},
isbn={978-989-758-471-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - The Influence of Merchandise, Location Image, Perceptions of Atmosphere, and the Loyalty of the Car Showroom Area in Indonesia
SN - 978-989-758-471-8
AU - Wisnalmawati.
AU - Prasetyo B.
PY - 2019
SP - 241
EP - 245
DO - 10.5220/0009961902410245