The Effect Of Effect Of Store Image And Store Location On Purchase Decision And Customer Loyalty Of Modern Retails In The City Of Samarinda

摘要

This study aims to prove the significance of store location and store image effect on purchase decision and customer loyalty of modern retail customers in Samarinda. In this study the population is the people in the city of Samarinda who had bought the product and visited the modern retail in three locations namely Matahari Big Mall, MatahariPlasamulia and Matahari Mall Lembusuana. The research sample is 160 people. Data collection method used is by distributing questionnaires to respondents who have made a purchase. Data analysis using Structural Equation Model (SEM).The results showed that store image, store location both have a significant effect both on customer loyalty directly and through purchase decision.