KONSEP LOYALITAS PELANGGAN: PERSPEKTIF BEHAVIORAL DAN PERSPEKTIF ATTITUDINAL

. Ramadania

Abstract


ABSTRACT

The aim of this article is to discuss customer’s loyalty as a complex dimension in consumer behavior theory. Customer’s loyalty can stimulate brand loyalty  describing a condition in which consumers have postitive attitude toward a brand, have commitment to it, and have intention to continue buying it in the future. Brand loyalty can be analyzed by two perspectives : behavioral persepective and attitudinal persepective. These are reflected in consumer’s actual buying behavior and consumer’s psychological commitment. Understanding these two perspectives are very important for marketers in  devising a competitive marketing strategy.

Kata Kunci:  Loyalitas pelanggan, Perspektif Behavioral Dan Perspektif Attitudinal

 


Full Text:

PDF


DOI: http://dx.doi.org/10.26418/jebik.v1i1.327

Refbacks

  • There are currently no refbacks.


JOURNAL INDEXING

     More...

 

PUBLISHED BY

Faculty of Economics and Business
Universitas Tanjungpura





Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

 

View My Stats