Effect of Store Image on Store Loyalty and Perceived Quality as Mediation (Customers of Batik Tulis Village Store at Yogyakarta Special Region)

This study purpose is to analyze the effect of store image on store loyalty, store image on perceived quality, perceived quality on store loyalty. Theoretically, study results contribute to consumer behavior in retail management, for business strategy maker, government to increase income in rural areas, for Tridharma to create a training program for regeneration of batik makers to improve the perceived quality to realize store loyalty. These study objects are customers of eight batik store. Population studies are all customers of eight stores in batik tulis village at Yogyakarta, Indonesia. Samples are part of customers in eight batik tulis store. A sample collection technique is convenience sampling. Samples size is 120 respondents as analysis unit. Data is analyzed by Structural Equation using PLS analysis of Model-based variance, PLS Swap Software version 4. Research results indicate that store image positively and significantly affect on store loyalty and perceived quality. Perceived quality positively and significantly affect on store loyalty but perceived quality become a partial mediation. KEYWORDS: Store Image, Perceived Quality, Store Loyalty