Impact of Customer Equity and Affective Commitment towards Purchasing Decision
Edi Supardi , Ratih Hurriyati , Mokh. Adib Sultan
Universitas Pendidikan Indonesia
Abstract
The Purpose of this research is to examine the impact of Value Equity, Relationship Equity and Affective Commitment to Loyalty Intention on Go-Jek Indonesia. Sample is selected from student at several Polytechnics and Universities in Bandung Who use to utilize Go-Jek services throught their mobile phone application. 91 Questionnaires were analyzed in order to get a meaningful conclusion. The hypotheses which are tested based on the Value Equity, Relationship Equity, Affective Commitment and Loyalty Intention. All the hypotheses was accepted. Hypotheses were tested using SPSS SmartPLS. Result indicated that Almost of young people in bandung use to utilize Go-Jek Services while they will keep loyal in the future as Go-Jek, Value Equity, relationship Equity and Affective Commitment have a positive impact to Go-Jek Customer Loyalty Intention.
Keywords: Value Equity, Relationship Equity, Affective Commitment, Loyality Intention
Topic: Marketing Management