Konsekuensi dari Patronage Behaviour pada Industri Fashion Lokal di Indonesia

Authors

  • Novita Romadhowati Universitas Trisakti , Indonesia
  • Willy Arafah Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13015

Keywords:

Product, Price, Place, Physical Environment, Customer Satisfaction, Patronage Behaviour

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran product, price, place, physical environment, dan customer satisfaction terhadap patronage behaviour di kalangan konsumen yang menggunakan atau memakai merek fashion lokal di Indonesia. Sampel yang digunakan dalam penelitian ini berjumlah 261 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis dengan menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Product tidak berpengaruh positif terhadap customer satisfaction, (2) Price tidak berpengaruh positif terhadap customer satisfaction, (3) Place berpengaruh positif terhadap customer satisfaction, (4) Physical environment berpengaruh positif terhadap customer satisfaction, dan (5) Customer satisfaction berpengaruh positif terhadap patronage behaviour.

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Published

20-01-2024

How to Cite

Romadhowati, N., & Arafah, W. (2024). Konsekuensi dari Patronage Behaviour pada Industri Fashion Lokal di Indonesia. Jurnal Pendidikan Tambusai, 8(1), 4061–4066. https://doi.org/10.31004/jptam.v8i1.13015

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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