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Tiyan Sutiyani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH KEWAJARAN HARGA DAN KEWAJARAN PROMOSI TERHADAP LOYALITAS PELANGGAN (Studi Pada Toserba Borma Dakota) Tiyan Sutiyani
Sains: Jurnal Manajemen dan Bisnis Vol 10, No 2 (2018): Juni
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (611.519 KB) | DOI: 10.35448/jmb.v10i2.4212

Abstract

Supermarket has growed up especially in area Bandung, consumers are exsposed to many choices. Many choice make the question of whether customers feel they receive price fairness if they prefer to shop in supermarket? How they feel with promotion fairness in supermarket? Result of research got that price and promotion in Toserba Borma Dakota describe fairness and customer loyalty Toserba Borma Dakota described fairness and customer loyalty Toserba Borma Dakota described loyal. The price fairness has a positive effect on customer loyalty with a path coefficient of 30.5%. Similarly, the promotion fairness has positive effect on customer loyalty with a path coefficient of 35.0%.
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