The Role Of Satisfaction Towards Loyalty And Buying Intention Of XL Cellular Card (Case study of Islamic University of Indonesia Yogyakarta)

Abstract

Yuliana Paramita (2012)”THE ROLE OF CONSUMER SATISFACTION TOWARDS LOYALTY AND BUYING INTENTION, A Study of Universitas Islam Indonesia, Yogyakarta”. Yogyakarta: Management Department, International Program, Faculty of Economics, Islamic University of Indonesia. The increasing variety of cellular card creates a competitive environment for the marketers. By these competitive environments, it is very important for the marketers to keep the satisfaction and loyalty of their consumers in order to increase buying intention. The understanding about the importance to keep satisfaction and loyalty the loyalty from the consumer is important for the sustainability of the company. Satisfaction and loyalty is important to create Buying Intention activity. This study emphasizes on the influence of consumer satisfaction toward loyalty and buying intention. Data used for this study is primary data which is collected through questionnaires filled by respondents. This study involved 200 respondents. The respondents comprises of consumers of XL cellular cards. The influence of consumer satisfaction on consumer loyalty and buying intention was known after the data was analyzed by using Structural Equation Model (SEM). The results of the study shows that satisfaction and loyalty is significantly influence the buying intention.