Analisis Pengaruh Model of Goal-Directed Behavior dan Frequency of Past Behavior Terhadap Loyalty Intentions dan Word of Mouth Behavior Intentions dengan Desire to be Loyal Sebagai Variabel Intervening

Miswahyuningsih, Ary (2010) Analisis Pengaruh Model of Goal-Directed Behavior dan Frequency of Past Behavior Terhadap Loyalty Intentions dan Word of Mouth Behavior Intentions dengan Desire to be Loyal Sebagai Variabel Intervening. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Customer loyalty is the most valuable asset for the company, to get a loyal customer of a product is extremely difficult, marketer must clearly understand the loyalty concept. The purpose of this research is to investigate loyalty intentions from customer adapting model of goal-directed behavior, and frequency of past behavior and apply the model to loyalty context. The result of this study present the utilitarian attitude, hedonic attitude, subjective norms, positive anticipated emotions, negative anticipated emotions, perceived behavioral control and frequency of past behavior have significant to desire to be loyal, perceived behavioral control and frequency of past behavior does not have significant on loyalty intentions repurchase, perceived behavioral control have significant to loyalty intentions fortitude, loyalty intentions repurchase have significant on loyalty intentions fortitude and loyalty intentions fortitude have significant on word of mouth behavioral intentions. The purpose of this study is to test whether there is influence between behavior as the independent variable as the dependent variable Intentions and Desire to be loyal as intervening variables. Data obtained from employees who use the services of insurance by using the sample selection nonprobabilitas purposive sampling (objective considerations). Tool using simple regression analysis, survey methods conducted by distributing questionnaires and 230 questionnaires the return of 100%. Key Words : Theory of plan behavior, Utilitarian attitude act loyalty, Hedonic attitude, Subjective norms, Positive anticipated emotions, Negative anticipated emotions, Perceived behavioral control, Frequency of past behavior and loyalty intentions.

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