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Saputra, Wahyu Dwi
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Agriculture, Biological Sciences & Forestry Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Immunology & microbiology Languange, Linguistic, Communication & Media Mathematics Veterinary Other

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Journal : Marketing and Business Strategy

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How Does Word of Mouth Mediate the Relationship between Lifestyle and Product Quality to Customer Loyalty? Saputra, Wahyu Dwi; Santosa, Perdana Wahyu
Marketing and Business Strategy Vol. 2 No. 1 (2024): NOVEMBER 2024
Publisher : SAN Scientific

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58777/mbs.v2i1.241

Abstract

This study examines the influence of lifestyle and product quality on customer loyalty, with word of mouth (WoM) as a mediating factor for Erigo products. The research focuses on YARSI University students (Batch 2016-2019) who have purchased Erigo products. It contributes to consumer behavior and marketing literature by highlighting WoM's role in fostering loyalty to local fashion brands. The sample consists of 100 respondents who purchased Erigo products 1-2 times, 3-4 times, or more than 4 times, selected through purposive sampling with a non-probability method. Data were collected via questionnaires and analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). Findings reveal that lifestyle and product quality significantly influence WoM. Lifestyle directly impacts customer loyalty, while product quality does not. WoM strongly affects customer loyalty and mediates the relationship between both lifestyle and product quality with loyalty. These results emphasize WoM's critical role in enhancing loyalty, reinforcing the importance of targeting lifestyle alignment and product quality in Erigo’s marketing strategies. By leveraging WoM effectively, Erigo can strengthen customer retention and advocacy among its student consumer base.
Co-Authors ahmad yani Aris Mumpuni Bistari Endang Sutriswati Rahayu Fibri, Dwi Larasatie Nur Harsanto, Bovi Wira Imama, Darus Dina Nuniek Ina Ratnaningtyas Perdana Wahyu Santosa Rini Yanti, Rini Saputra, Adrian Dwi Tanuwijaya, Shania Angeline Triwitono, Priyanto