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. Ramadania
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Economics, Econometrics & Finance

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KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL Ramadania, .
Jurnal Ekonomi Bisnis dan Kewirausahaan Vol 1, No 1 (2010): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (2049.371 KB) | DOI: 10.26418/jebik.v1i1.327

Abstract

ABSTRACT The aim of this article is to discuss customer’s loyalty as a complex dimension in consumer behavior theory. Customer’s loyalty can stimulate brand loyalty  describing a condition in which consumers have postitive attitude toward a brand, have commitment to it, and have intention to continue buying it in the future. Brand loyalty can be analyzed by two perspectives : behavioral persepective and attitudinal persepective. These are reflected in consumer’s actual buying behavior and consumer’s psychological commitment. Understanding these two perspectives are very important for marketers in  devising a competitive marketing strategy. Kata Kunci:  Loyalitas pelanggan, Perspektif Behavioral Dan Perspektif Attitudinal  
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