Effects of Shopping Experience, Brand Prestige, and Perception Value on Loyalty of Mall Visitors in Yogyakarta and Batam

Nur Amira, Raden Roro Ratna Roostika

Abstract


This study aims to determine the effect of the shopping experience, brand prestige, and perceived value on the loyalty of mall visitors in Yogyakarta and Batam. The population in this study consisted of consumers who visited modern development centers/malls. Several malls in Yogyakarta and Batam were selected as survey sites. This survey was conducted for eight weeks from February to April 2022. The data were collected using a bold survey, namely Google Form. Respondents in this study were 270 people. Statistical analysis in this study utilized SPSS version 17 and SmartPLS. Based on the research, the result shows that Esthetics Experience has a positive and significant effect on Brand Prestige. Then, Brand Prestige also has a positive and significant effect on Perceived Value, Functional Value, Hedonic Value, Social Value, and Financial Value. In addition, this test shows that Functional Value, Hedonic Value, and Social Value also have a positive and significant Influence to Loyalty.

 


Keywords


shopping experience; brand prestige; perceived value; loyalty; modern shopping center/mall.

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DOI: https://doi.org/10.33258/birci.v5i3.6393

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.