Effect of Loyalty from Consumer Decisions Choosing Exterior Wall Paint

Abstract

The research aim to analyze the effect of price perception, product quality and brand image towards purchase decision and their impact to customer loyalty of Decorshield, exterior paint manufacture by PT. Propan Raya. This research using survey method with questioner tools as data collection. Respondent in this study are customers who buying Decorshield in Tangerang area. The analysis approach used in this research in Structural Equation Modeling (SEM). Hypothesis results show that price perception and brand image has positively influence significantly towards the decision to buy Decorshield, but there is no significant effect between product quality toward purchase decision. Then there is significant effect between purchase decision toward customer loyalty.

Keywords: price perception, product quality, purchase decision, loyalty, Structural Equation Modeling (SEM)