|Title: THE CONSUMER LOYALTY IN THE RETAIL INDUSTRY: INSIGHT TO THE STRUCTURAL EQUATION MODEL WITHIN THE TWO-STEP APPROACH
Yolla Yolanda and Wilhelmus Hary Susilo*
The organismic integration theory in marketing science (IOT theory) could support the results of theoretical gap based on gap theory and reveal the real problems within the purchase intentions and loyalty consumers of complex and sustainable industrial in retail organization within the digital decade. The scholars of marketing scientist who conducts marketing research based on IOT theory would like to contribute to the development of purchase intentions and loyalty consumers within the marketing science, and contribute to major IOT theories. Therefore, the aim of this study is to deliver an idea and how to find strong theoretical gaps based on IOT theory within the cornerstone of the structural equation modeling within the two-step approach. This research approach is based on an in-depth idea study with a deductive based confirmed strategy approach and scientific reference research. The researchers hope that the results of this study would to contribution of research ideas based on well scientific IOT theory premises.
|Keywords: IOT, loyalty consumer, purchase intention, structural equation modeling.