Pengaruh Word Of Mouth dan Switching Cost Terhadap Keputusan Pembelian dan Loyalitas

Iha Haryani Hatta, Setiarini Setiarini

Abstract


The reciprocal of WOM (word of mouth) & switching cost into purchasing and loyality. The purpose of research The affect WOM and switching cost of the decision to purchase & loyalty; The affect the decision to purchase of loyalty . The population this research are 200 Meat Me Caf& Butcherys customers in jakarta who were randomly selected by mixed data with SEM, AMOS21 program . The results of research explained that WOM and switching cost are influential decision to buy & loyalty, and the decision to buy influences loyalty. The WOM & switching cost substantiate same as purchase of the decision, and loyalty.

Keywords


Word of Mouth, Switching cost, Purchasing Decision, Loyalty

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DOI: https://doi.org/10.30596/jimb.v19i1.1728

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