Jurnal Ilmiah Manajemen dan Bisnis (Apr 2018)

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

  • Iha Haryani Hatta,
  • Setiarini Setiarini

DOI
https://doi.org/10.30596/jimb.v19i1.1728
Journal volume & issue
Vol. 19, no. 1
pp. 32 – 40

Abstract

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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 Café & Butchery’s 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