PENGARUH ATRIBUT PRODUK DAN MOTIF BELANJA TERHADAP LOYALITAS KONSUMEN PADA KARITA SURABAYA

Abstract

This research is meant to find out that product attribute, hedonic motive, and utilitarian motive have
influence to the customer loyalty at Karita Surabaya. The sample collection technique applies
accidental sampling and 100 respondents have been selected as samples. The data analysis has been
done by using multiple linear regressions method. The result of this test shows that the product
attribute has positive and significant influence to the customer loyalty, hedonic motive has significant
influence to the customer loyalty, utilitarian motive has significant influence to the customer loyalty.
Based on the result of partial coefficient determination, it shows that utilitarian motive has dominant
influence to the customer loyalty.The result of this research shows that when the product attributes
which has been provided by Karita Surabaya is well,
it will increase the customer loyalty. In addition
when the hedonic motive which has been provided by Karita Surabaya is well, it will increase the
customer loyalty. Meanwhile, when the utilitarian motive which has been provided by Karita
Surabaya is well,
it will increase the customer loyalty.

Keywords: Product Attributes, Hedonic Motive, Utilitarian Motive and Customer Loyalty.