THE IMPACT OF PRICE AND STORE IMAGE ON CUSTOMER LOYALTY THROUGH CUSTOMER SATISFACTION IN H&M STORE IN MAL KOTA KASABLANKA

Abstract

Purpose- The purpose of this research is to find out the impact of price and store image on customer loyalty through customer satisfaction. Design/Methodology/Approach- this research is using quantitative research and the questionnaires were spread through online survey with 21 statements. a total of 275 questionnaires are counted as valid. the questionnaires are given to everyone who lived around Jabodetabek. Statictical tool were used to calculate validity (KMP and Bartett's test) and reliability (combach's alpha). After that, structural equation model (SEM) was used as a tool yo test whether the theoretical framework and hyphothesis were accepted or not. findings- from the stuctural equation model shows that there is a signifiant impact between price and customer satisfaction, there is a significant impact between costumer satisfaction and customer loyalty. Originality/Value this research with title the impact of price and store image on customer loyalty through customer satisfaction in H&M store in Mal Kota Kasablanka Indonesia has not been done before. the majority of past research were only investigate on price towards customer satisfaction, customer satisfaction towards purchase intention, etc.