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"[ABSTRAKPenelitian ini bertujuan untuk meneliti pengaruh marketing investments yang dilakukan oleh produsen binder di Barel yaitu direct mail, tangible reward, interpersonal communication, dan preferential treatment terhadap behavioral loyalty pelanggan toko binder yang dimediasi oleh customer gratitude. Penelitian ini adalah penelitian kuantitatif dengan responden sebanyak 95 orang pelanggan produsen binder. Berdasarkan penelitian ini diketahui bahwa, dari strategi marketing investments yang dilakukan oleh produsen binder, preferential treatment merupakan strategi paling efektif yang mempengaruhi customer gratitude. Selain itu, customer gratitude yang ada pada pelanggan binder ini memiliki pengaruh positif terhadap behavioral loyalty. Dengan memahami strategi marketing investments mana yang paling efektif, diharapkan membantu produsen binder dalam mengambil keputusan lebih tepat serta mendapatkan pelanggan yang loyal.

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ABSTRACT

;This research aim to analysis of marketing investments by binder

manufacturer such as direct mail, tangible reward, interpersonal communication,

and preferential treatment towards behavioral loyalty and customer gratitude as

mediator. This is quantitative research consist of 95 resellers of binder

manufacturer as responden. Based on this research, preferential treatment is the

most effective strategy marketing investments has positive effect toward customer

gratitude. Besides, customer gratitude has positive effect toward behavioral

loyalty. If manager understand this strategy, hopefulness he can making accurate

decision to get customer loyalt;This research aim to analysis of marketing investments by binder

manufacturer such as direct mail, tangible reward, interpersonal communication,

and preferential treatment towards behavioral loyalty and customer gratitude as

mediator. This is quantitative research consist of 95 resellers of binder

manufacturer as responden. Based on this research, preferential treatment is the

most effective strategy marketing investments has positive effect toward customer

gratitude. Besides, customer gratitude has positive effect toward behavioral

loyalty. If manager understand this strategy, hopefulness he can making accurate

decision to get customer loyalt;This research aim to analysis of marketing investments by binder

manufacturer such as direct mail, tangible reward, interpersonal communication,

and preferential treatment towards behavioral loyalty and customer gratitude as

mediator. This is quantitative research consist of 95 resellers of binder

manufacturer as responden. Based on this research, preferential treatment is the

most effective strategy marketing investments has positive effect toward customer

gratitude. Besides, customer gratitude has positive effect toward behavioral

loyalty. If manager understand this strategy, hopefulness he can making accurate

decision to get customer loyalt, This research aim to analysis of marketing investments by binder

manufacturer such as direct mail, tangible reward, interpersonal communication,

and preferential treatment towards behavioral loyalty and customer gratitude as

mediator. This is quantitative research consist of 95 resellers of binder

manufacturer as responden. Based on this research, preferential treatment is the

most effective strategy marketing investments has positive effect toward customer

gratitude. Besides, customer gratitude has positive effect toward behavioral

loyalty. If manager understand this strategy, hopefulness he can making accurate

decision to get customer loyalt]"

"ABSTRAKIndustri ritel modern di Indonesia berkembang sangat pesat dalam kurun waktu dua dekade dan menjadi sebuah industri yang memberikan kontribusi signifikan didalam pendapatan domestik bruto Indonesia. Pelaku ritel semakin banyak dan bersaing dengan tingkat kompetisi yang ketat. Ekuitas peritel menjadi keunggulan bersaing dalam menghadapi kompetisi pada industri ini. Loyalitas dan perilaku pembelian konsumen menjadi acuan bagi peritel untuk dapat mempertahankan posisi dalam industri ritel. Tesis ini membahas mengenai variabel-variabel dalam ekuitas yang menjadi determinan dalam pembentukan loyalitas konsumen secara sikap dan perilaku. Dari penelitian ini dapat disimpulkan bahwa variabel-variabel ekuitas yang memiliki pengaruh terhadap attitudinal dan behavioral loyalty yaitu reputasi toko, citra komersial toko dan citra harga, sementara persepsi kualitas tidak memiliki pengaruh terhadap attitudinal dan behavioral loyalty.

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ABSTRACT

Retail in Indonesia has rapidly growing in last two decades and has transformed into industry that contributes significantly to Indonesia?s gross domestic product. Retailer number has been increasing and compete each other in tight level of competition. Retailer?s equity become a competitive advantage in the situation. Loyalty and consumer buying behavior are guidelines for retailer to maintain position in the industry. This thesis discussing variables of retailer?s brand equity that lead path to loyalty and consumer buying behavior. From the result, it is summarized that there?s variable of equity that has effect towards attitudinal and behavioral loyalty are store reputation, store commercial image and store brand price image, while store brand perceived quality has no significantly effect to attitudinal and behavioral loyalty."