FACTORS INFLUENCING THE CONVENIENCE STORE LOYALTY: THE CASE OF GREATER JAKARTA

Abstract

Title: Factors Influencing the Convenience Store Loyalty: The Case of Greater Jakarta Purpose: This research aims to examine the factors that might affect consumer loyalty at the convenience store by taking the case of the Greater Jakarta region. Methodology: This study used a quantitative research method. The data was collected through an online survey questionnaire with Google Form. In testing the hypotheses, the author uses Structural Equation Model (SEM) based on Partial Least Square (PLS) from the data acquired in Google Form from 356 respondents in Greater Jakarta Area through non-probability sampling technique. Results: The results show that only one hypothesis is rejected from eleven hypotheses. Factors influencing Loyalty are Visual Merchandising, Store Image, Store Facilities, Private Brands, Satisfaction. Meanwhile, Store Atmosphere is not influencing Satisfaction. However, Store Atmosphere can influence Loyalty through mediating variable Store Image.