PENGARUH PRODUCT INVOLVEMENT TERHADAP BRAND LOYALTY GROCERY PADA SUPERMARKET DI SURABAYA MELALUI PRICE PERCEPTION
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Abstract
Penelitian bertujuan untuk menganalisis dan mengetahui pengaruh dari product involvement terhadap brand loyalty grocery pada supermarket di Surabaya secara langsung maupun secara tidak langsung dengan mediasi dari price perceptions. Pengolahan data penelitian dilakukan dengan Software IBM SPSS Statistics 22 serta Lisrel 8.70. Teknik pengambilan sampel adalah non-probability sampling dengan jenis purposive sampling. Jumlah sampel pada penelitian adalah sejumlah 215 responden. Responden yang digunakan dalam penelitian adalah responden yang memenuhi karakteristik populasi. Data penelitian diperoleh dari penyebaran kuesioner secara offline. Hasil penelitian menunjukkan bahwa product involvement, value consciosness, price consciousness, sale proneness, coupon proneness, price mavenism, dan prestige sensitivity tidak berpengaruh terhadap brand loyalty, namun price-quality schema berpengaruh positif pada brand loyalty. Kemudian, product involvement berpengaruh positif terhadap seluruh variabel price perceptions pada peran negatif (value consciousness, price consciousness, sale proneness, coupon proneness, price mavenism) dan positif (price-quality schema dan prestige sensitivity).
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