Pengaruh Word Of Mouth dan Switching Cost Terhadap Keputusan Pembelian dan Loyalitas
Abstract: The reciprocal of
WOM (word of mouth) & switching cost into
purchasing and loyality. The purpose of research The affect WOM and switching cost of the decision to
purchase & loyalty; The affect the
decision to purchase of loyalty . The population this research are 200 Meat Me Café & Butchery’s customers
in jakarta who were randomly selected by
mixed data with SEM, AMOS21 program . The results of research explained that
WOM and switching cost are influential
decision to buy & loyalty, and the decision to buy influences
loyalty. The WOM & switching cost substantiate same as purchase of the
decision, and loyalty.
Keywords: Word of Mouth,
Switching cost, Purchasing Decision, Loyalty
Penulis: Iha Haryani Hatta,
Setiarini
Kode Jurnal: jpmanajemendd180186
