Title:
ANTECEDENTS OF CONSUMER LOYALTY FURNITURE AND CARVING PRODUCTS IN INDONESIA

Authors:
Sri Raehana, Zunan Setiawan, Salamatun Asakdiyah, Indonesia

Abstract:

This research analyzes the model of the factors that influence consumer loyalty for furniture and carving handicraft products to find beneficial results in formulating appropriate consumer retention strategies and loyalty schemes. It will also assist in developing product and service designs and implementing strategies that will help maintain long-term profitability and competitive advantage through product life cycle extensions. This research was conducted in the demographic area of Indonesia, and consumers who have purchased furniture and carving craft products, with a minimum age of 17 years. The total data after the screening process were 330 respondents who met the requirements. Data analysis was carried out using PLS-SEM through SMART PLS software Version 3.3.2. The testing process is carried out in 3 stages: internal consistency reliability, convergent validity, and discriminant validity. The results of hypothesis testing examine the effect of influencing relationships service quality, corporate image, value, trust, satisfaction on loyalty.  The company's image is also surprising with a significant influence on satisfaction, trust and loyalty. Limitations/Implications of the research The present study takes a sample of customers only in certain large cities of Indonesia. Using cross-sectional data makes it impossible to study customer perceptions changes over time. However, the results of this study can help product sales managers develop strategies for building customer loyalty to consolidate market share.