How Perceived Value and In-Shop Emotions Drive Customer Loyalty: Insights from a Quantitative Analysis
DOI:
https://doi.org/10.52432/justbest.3.1.10-18Keywords:
Perceived Value, In-Shop Emotions, Customer Loyalty, MSMEs,, JembranaAbstract
This study aims to examine the influence of Perceived Value and In-Shop Emotions on Customer Loyalty in MSMEs in Jembrana, Bali. In an era of increasingly tight business competition, understanding the factors that influence customer loyalty is very important for business continuity, especially for MSMEs. This study uses a quantitative approach with a survey method to 104 MSME customer respondents in Jembrana, using a questionnaire instrument that measures the variables Perceived Value, In-Shop Emotions, and Customer Loyalty. The data obtained were analyzed using SPSS with multiple linear regression tests. The results showed that Perceived Value had a significant positive effect on Customer Loyalty with a regression coefficient of 0.350 and a p-value of 0.000. In addition, In-Shop Emotions also had a positive effect on Customer Loyalty with a regression coefficient of 0.290 and a p-value of 0.000. The coefficient of determination (R²) shows that 62.1% of the variation in Customer Loyalty can be explained by these two variables. This finding provides practical implications for MSMEs in increasing customer loyalty by focusing on increasing perceived value and positive emotional experiences in stores.
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