ANALISIS PENGARUH PERSPEKTIF PENGAMBILAN KEPUTUSAN, PERSPEKTIF PENGALAMAN, DAN PERSPEKTIF PENGARUH PERILAKU DALAM MENGAKSES SEBUAH SITUS TERHADAP SITE BRAND LOYALTY (Studi Kasus terhadap Situs Google.com pada Warnet Sakinah di Wilayah Keputih, Sukolilo Surabaya)

Abstract

The research uses explanation method to explain the position of each variable examined by quantitative approach. The independent variables that used are the decision-making perspective (XI), Experience perspective (X2), and behavior influencing perspective (X3), while the dependent variable is site brand loyalty (Y). The population is all consumers who access the website or visited Sakinah' internet cafe at Keputih, Sukolilo, Surabaya. Tfie research's samples are consumers who access google.com minimum three times in a week. They are a hundred people picked by accidental sampling method. The technique of data analysis uses Validity and Reliability Test, Double Linier Regression, Correlation's Analysis and Determination, also Classic Assumption Test. To examine the hypothesis uses F test and T-Test. The research instruments are questionnaire with Likert Scale. The research result shows thai the value of determination coefficient (R) is 0,782 or 61,2%. This value is influenced by decision making perspective analysis, experience perspective and behavior influence perspective to dependent variable (site brand loyalty) very strong and goes positively. From F and T-Test shows all independent variables influence dependent variable in simultaneous and partial. The