DETERMINANTS OF BUSINESSMAN DECISION IN PURCHASING TOWARD LOYALTY IN THE ERA OF GLOBALIZATION

Abstract

This research examines the determinants of purchasing decisions on loyalty in the era of globalization, which has variable product quality, e-promotion, service quality, purchasing decisions, and loyalty. Loyalty variables define consumer loyalty as a liking attitude towards a brand, product or stores that are present in purchases consistently over time according to Sutisna (2003). The population used in this study was customers of PT. Cintya Denpasar, with a total sample of 67. Data collection was carried out using a questionnaire method. The sampling method in this study uses a type of saturated sample or census sample. The analysis technique used to analyze data is PLS (Partial Least Square). Partial Least Square results indicate that product quality variables influence purchasing decisions, e-promotion influences purchasing decisions, service quality influences purchasing decisions, product quality influences loyalty, e-promotion influences loyalty, service quality influences loyalty, purchasing decisions effect on loyalty. This study concludes that the product quality variable has a positive effect of 0.958 on purchasing decisions, e-promotion has a positive effect of 0.422 on purchasing decisions, service quality has a positive effect of 0.336 on purchasing decisions, product quality has a positive effect of 0.345 on loyalty, e-promotion has a positive effect of 0.472 on loyalty, service quality has a positive effect of 0.560 on loyalty, purchasing decisions have a positive effect of 0.529 on loyalty. This research is useful for the management of PT. Cintya Denpasar as input on the determinants of business decision makers in purchasing loyalty in the era of globalization.

Keywords

• product quality
• e-promotion
• service quality
• purchasing decisions
• loyalty