FACTORS INFLUENCING PERCEIVED VALUE AND ITS IMPACT ON LOYALTY MEDIATED BY SATISFACTION TOWARDS CONVERSE STORE AT SUMMARECON MALL BEKASI

Abstract

Purpose The purpose of this research is to find out what factors that influence perceived value and it‟s impact on loyalty which mediated by satisfaction towards shoes store in specific mall. Several factors tested are image, price, and retail service quality. Design/Methodology/Approach Questionnaire is one of the tool to complete this research. The questionnaires were distributed through online with 54 statements. 261 questionnaires were spreaded towards customer who have visit Converse store at Summarecon Mall Bekasi. This research was using convenience sampling technique and a total of 226 questionnaires are usable to analyze. Furthermore, factor analysis was used to test the validity of variable and Cronbach‟s Alpha to test the reliability. At the last, Structural Equation Model (SEM) was used as a tool to test the fitness of theoretical framework and find out the result of hypothesis. Findings This study found that retail service quality has significant influence on perceived value, perceived value has significant influence on customer satisfaction, perceived value has significant influence on customer loyalty, and customer satisfaction has significant influence on customer loyalty. However, brand image has no significant influence on perceived value and price has no significant influence on perceived value. These two hypotesis were rejected since the p value is not meet the requirement. Originality/Value The author guarantee that this research with the tittle of factors influencing perceived value and it‟s impact on loyalty mediated by satisfaction towards Converse store at Summarecon Mall Bekasi has not been done before.