Pengaruh Consumer Relationship Proneness terhadap Resistance to Change melalui Perceived Loyalty Program Attributes pada Program Loyalitas SOGO Premier Card

Atika, Rozella (2017) Pengaruh Consumer Relationship Proneness terhadap Resistance to Change melalui Perceived Loyalty Program Attributes pada Program Loyalitas SOGO Premier Card. [Undergraduate thesis]

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Official URL: http://digilib.ubaya.ac.id/pustaka.php/247330

Abstract

Penelitian ini bertujuan untuk membuktikan pengaruh antara consumer relationship pronenessterhadapresistance to changemelaluiperceived loyalty program attributes (preceived complexity, perceived advantage, perceived risk)pada program loyalitas Sogo Premier Card.Jenis penelitian yang digunakan adalah jenis penelitian basic research yang termasuk dalam tipe penelitian kausal.Responden dalam penelitian ini berjumlah 150orang. Analisis dalam penelitian ini menggunakanSEM (Structural Equation Modeling) dan diolah menggunakan software SPSS versi 18.0 for Windows serta AMOSversi 22.0 for Windows untuk pengujian Model Measurement danStructural. Hasil penelitian ini menunjukkan bahwa hipotesis1–4dan hipotesis 6 telah terdukung dan berpengaruh positif/ negatifsignifikanyaitu consumer relationship pronenessberpengaruh negatifsignifikan terhadap preceived complexity, consumer relationship pronenessberpengaruh positif signifikan terhadap perceived advantage, consumer relationship pronenessberpengaruhnegatif signifikan terhadap preceived risk, consumer relationship pronenessberpengaruh positif signifikan terhadap resistance to change,danperceived advantage berpengaruh positif signifikan terhadap resistance to change. Sedangkan hipotesis 5 dan 7 tidak terdukung dan tidak signifikan yaitu perceived complexity berpengaruh negatif signifikan terhadap resistance to changedanperceived risk berpengaruh negatif signifikan terhadap resistance to change.

Item Type: Undergraduate thesis
Uncontrolled Keywords: consumer relationship proneness,resistance to change, perceived loyalty program attributes (preceived complexity, perceived advantage, perceived risk)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Masyhur 196042
Date Deposited: 03 Sep 2018 06:53
Last Modified: 03 Sep 2018 06:53
URI: http://repository.ubaya.ac.id/id/eprint/33303

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