Nilai, identitas sosial Dan kesetiaan konsumen

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Phronesis (Misc) 6 (12) (2010)
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Abstract

Loyalty is a strategic tool to win in competitive and growth markets. It is important to identity other variables to predict and build loyalty. The author examined effects of value and social identity on loyalty. Using 253 students from one economics faculty as subjects, the results revealed that value and social identity are the very significant predictors of loyalty. Based on the regression analysis, it can be known that social identity is a better predictor than value is .  

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