The Influence of Hedonic Shopping Value and Lifestyle on Consumer Loyalty at Zara Store Sun Plaza Medan

Abstract

The purpose of this study is to find out the Influence of Hedonic Shopping Value and Lifestyle on Consumer Loyalty at Zara Store Sun Plaza Medan. Research Method The size of the sample of this study is the entire population of 120 people. The sampling technique used in this study is Axial sampling. When viewed by people who happen to be met, it matches the source of the data. The type of data used in this study is primary data or subject because it seeks to research the opinions or opinions of consumers who use a good or service. The data sources in this study consist of primary and secondary data sources. Primary data is a source of research data obtained directly from the original source and primary data is specifically collected by the researcher to answer the research statement. Secondary data is a source of research data that is obtained indirectly by researchers through intermediary media or obtained and recorded by other parties. The results of the Hedonic Shopping Value Research have a significant effect on Consumer Loyalty. The existence of Hedonic Shopping Value with good results, so that there is interest and increased purchases of Zara Store Consumer Loyalty. This can be seen from the results of this study, it is proven that Hedonic Shopping Value has a great influence on Consumer Loyalty. Lifestyle also has an influence on a purchase, because the existence of an affordable Lifestyle that is in accordance with the benefits provided by consumers can increase Consumer Loyalty at Zara Store. This can be seen in the results of the study that it is proven that Lifestyle has a positive effect on Consumer Loyalty. Hedonic Shopping Value and Lifestyle have an influence on Consumer Loyalty, because good distribution with an appropriate Lifestyle will result in consumer Consumer Loyalty to the product. From the results of the study, it is proven that Hedonic Shopping Value and Lifestyle simultaneously have an influence on Consumer Loyalty.