Peranan Keterlibatan Dalam Memprediksi Perilaku Loyalitas Konsumen Pada Private Store Apparel Brands Di Banjarmasin

Abstract

Private store brands as retail market conspicuous presence of other store brands. Advances in technology have changed the taste and preferences of the customers choice. What is perceived consumer can signifi cantly increase brand loyalty as a result of the marketing strategy. This study aims to identify the profi le of the customer based on demographic variables, determine the factors that infl uence purchasing decisions clothing brand, know the factors that infl uence brand loyalty engagement, and perceptual mapping user customers based products and factors involved. The analytical tool used is the Factor Analysis and Biplot. The results showed that the profi le of the customer private brands of apparel stores include male sex, age of respondents 20-29 years, not married, have no children, educated Bachelor, income Rp.2.000.000 , - until Rp2.999.999 , - . The structure of the factors that infl uence the purchase decision is personality, reference groups and families. While the most dominant factor is personality. Structure factors involved in predicting behavior and brand loyalty is a sign of risk importance, risk probability, pleasure , interest , and pleasure and risk probability . While the most dominant is the sign and risk importance. Customers are middle-income, unemployed self-employed , and private sector employees as well as highly educated close to all the factors that form factor . Keywords :involvement, brand loyalty, private store apparel brands