Wisnalmawati, Wisnalmawati and Surachman, Surachman and Rahayu, Mintarti and Hussein, Ananda Sabil (2015) Brand Prestige as Mediation Effect of Store Image on Store Loyalty (Study of Batik Tulis Store Customer at Yogyakarta Special Region). Australian Journal of Basic and Applied Sciences, 9. pp. 635-641. ISSN 1991-8178
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Abstract
This study purpose is to analyze the brand prestige as mediating the effects of store image on store loyalty. This study contributes to development of theoretical models of consumer behavior in retail, developing strategies for businessmen, raising the rural incomes for government and Tridarma of university to conduct research and create a training program for regeneration of batik artisans. The study object is batik stores. Population is a customer at ten batik store. Samples are customers at ten batik stores. purposive sampling technique is used with a sample size of 170 respondents. Sample unit is customers at ten batik stores. Data analysis tool is PLS Swarp version 4 and ANOVA. The results indicate that brand prestige becomes partial mediation the effect of store image on store loyalty. There is difference of Store image based on age, education and income. The Brand prestige difference is based on age and income. Store loyalty difference is based on education and income. This study novelty is to add brand prestige to overcome the contradiction between the store image to store loyalty and examine the effect of store image to brand prestige.
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Mrs Sri Lestari |
| Date Deposited: | 28 Jan 2019 07:31 |
| Last Modified: | 28 Jan 2019 07:31 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/18242 |
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