Purchase Decision and Consumer Loyalty Analysis on Griya English Fun: Sales Competence, Price Decision

Abstract

The dynamics of globalization make us be able to adapt well, one of them is by learning English. This study aims to analyze whether the sales competency and prices provided can influence students' decisions to register and also consumer loyalty at Griya English Fun. This type of research is a quantitative study with a sample of 178 students. This research is a quantitative study using Path Analysis method and Structural Equation Modeling analysis tools. The results of this study are sales competency effects on purchase decision, price effects on purchase decision, sales competency effects on customer loyalty, price effects on customer loyalty, purchase decision effects on customer loyalty, sales competency effects on consumer loyalty through the purchase decision, price effects on consumer loyalty through the purchase decision.