Pengaruh jalinan kekayaan media dan personaliti usahawan Islam terhadap kepercayaan pelanggan dalam membentuk kesetiaan kepada premis perniagaan

Customer loyalty is a determinant on the survival of a business, mainly through its ability to assist businesses in reducing marketing costs, in facing competitions, and in increasing profits. Based on the Media Richness Theory and Commitment-Trust Theory, this research sets out to identify the influence of media richness linkage in the context of customer loyalty. A longitudinal study in the form of two-phase panel study was carried out on the community of educational institutions who bought their computer related products at a computer business premise. Respondents were selected based on the combination of purposive sampling and systematic random sampling techniques. Some 295 respondents were interviewed in the first phase using questionnaires as soon as they purchased products at the identified premise to determine the influence of media richness linkage on trust and loyalty towards the business premise. In the second phase, a number of 192 respondents voluntarily completed the questionnaires after three months of purchase to ascertain their experience in using the products and their loyalty to continue their business transactions with the premise. A constructed hypothetical model was analysed through Partial Least Squares-Structural Equation Modeling (PLS-SEM). Results indicate that media richness linkage positively and significantly influenced customer’s trust during the information reinforcement process until purchase takes place. However, the media richness linkage is a temporary catalyst unlike usage experience and entrepreneur’s personality which bind customer loyalty to businesses. In sum, media richness linkage is an important advertisement stimulus in spurring the purchase of business products. The viability of customer’s loyalty towards business premises is still driven by customer’s trust towards good entrepreneur’s personality.