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

Iha Haryani Hatta; Setiarini Setiarini

doi:10.30596/jimb.v19i1.1728

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

Iha Haryani Hatta, Fakultas Ekonomi dan Bisnis Universitas Pancasila, Jakarta, Setiarini Setiarini, Fakultas Ekonomi dan Bisnis Universitas Pancasila, Jakarta Jalan Lenteng Agung, Srengseng Sawah, Jakarta Selatan

Received: 2018-02-21

Accepted: 2018-04-21

Published: 2018-04-03

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