PENGARUH ATRIBUT SUPERMARKET TERHADAP MOTIF BELANJA DAN DAMAKNYA TERHADA LOYALITAS PELANGGAN DI PAMELLA 1 YOGYAKARTA

Abstract

The purpose of this research is to describe (1) the influence of supermarket attribute on the hedonic
shopping motive in Pamella I Yogyakarta, (2) the influence of supermarket attribute on the utilitarian
spending motive in Pamella I Yogyakarta; (3) the influence of supermarket attribute on customer loyalty in
Pamella I Yogyakarta, (4) the influence of hedonic shopping motive on customer loyalty in Pamella I
Yogyakarta, (5) influence of utilitarian spending motive to customer loyalty in Pamella I Yogyakarta. This
research is a quantitative research by using media questionnaires distributed to 100 shoppers in Pamella I
Yogyakarta.
The result of the research shows that (1) the supermarket attribute has a significant positive effect on
hedonic shopping motive in Pamella I Yogyakarta, (2) supermarket attribute has no significant positive
effect on utilitarian spending motive in Pamella I Yogyakarta, (3) supermarket attribute has significant
positive effect on customer loyalty In Pamella I Yogyakarta, (4) hedonic shopping motive has a significant
positive effect on customer loyalty in Pamella I Yogyakarta, (5) utilitarian spending motive has no
significant positive effect on customer loyalty in Pamella I Yogyakarta.