Faktor-Faktor yang Mempengaruhi Loyalitas Sikap dan Loyalitas Perilaku Konsumen Kaos Rockstereo
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Abstract
Industri fashion Indonesia menjadi salah satu pendorong ekonomi kreatif Indonesia. Untuk mempertahankan kinerja dari industri fashion, maka loyalitas sikap dan loyalitas perilaku perlu diperhatikan agar dapat berkompetitif dengan pesaingnya. Penelitian ini dilakukan untuk menguji pengaruh kepercayaan, komitmen, dan kepuasan terhadap loyalitas sikap dan dampaknya pada loyalitas perilaku konsumen kaos RockStereo. Penelitian ini menggunakan studi deskriptif dengan metode kuantitatif melalui pengambilan data primer yang merupakan konsumen dari kaos Rockstereo sebanyak 80 konsumen. Data yang diperoleh dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa kepercayaan tidak berpengaruh signifikan terhadap loyalitas sikap. Kepuasan tidak memiliki pengaruh signifikan terhadap loyalitas sikap tetapi komitmen memiliki pengaruh positif dan siginifikan terhadap loyalitas sikap dan loyalitas sikap memiliki pengaruh positif dan signifikan terhadap loyalitas perilaku.
Indonesia's fashion industry is one of the drivers of Indonesia's creative economy. To maintain the performance of the fashion industry, attitudinal loyalty and behavioral loyalty need to be considered to be competitive with competitors. This study examined the effect of trust, commitment, and satisfaction on attitudinal loyalty and its impact on the behavioral loyalty of RockStereo t-shirt consumers. This research uses a descriptive study with quantitative methods through primary data collection from 80 consumers of Rockstereo t-shirts. The data obtained were analyzed using PLS-SEM. The results showed that trust has no significant effect on attitudinal loyalty. Satisfaction has no significant effect on attitudinal loyalty, but commitment has a positive and significant effect on attitudinal loyalty, and attitudinal loyalty has a positive and significant effect on behavioral loyalty.
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