An Impact of Behavioral Segmentation to Increase Consumer Loyalty: Empirical Study in Higher Education of Postgraduate Institutions at Jakarta

摘要

A concept conducted from the role of marketing 3.0, behavioral segmentation and price on consumer value influenced for increase purchasing that impact to consumer loyalty in post graduate institutions of higher education at Jakarta. Research conducted by the quantitative confirmatory method, of structural equation hybrid modeling. Samples used 140 pertains postgraduate and doctoral students at three institutions in private universities at Jakarta. Research findings show confirmatory factors analysis (CFA) included variables; Communitization marketing 3.0, behavioral segmentation, price, consumer value, Purchasing and consumer loyalty have closed fit model and among variables have valid and reliable with Construct Reliability (CR) value = .88, .86, .84, .93, .92 and .85, furthermore value of goodness of fit hybrid model has indicated closed fit, with; χ 2 value /df= 1.54, P value = .000, RMSEA=.058, GFI= .80, AGFI= .98 and CFI= .82. The hypothesis result be analysis with t value , H 2 , H 3 , H 6 and H 7 (2.01, 3.44, 2.36 and 3.75) were confirmed but H 1 , H 4 and H 5 (-.29, .51 and 1.32) not confirmed, from hybrid model of this research. Finally test between the dimensions’ variable and has the most superior and significant correlated with covariance matrix value , the superior dimensions on consumer value variable on purchase. The dimensions that have superior covariance matrix value , PVK (dimensions’ place of Consumer Value) with KPJ (dimensions’ concept of Purchase Intention and Act) = 1.29, for practical implications in higher education for institutions its strategic management implementation.