ABSTRACT
Customer loyalty is indicated by the consumers’ repeat-purchase behavior. Such factors as price, quality of goods, services, location, and innovation, are some determinant factors affecting the consumers’ purchase decision. A value proposition provides an overview of products and services that provides value for specific customer segments. This research investigated the customers’ perception towards the value in general and, more specifically, in supermarkets, namely in Carrefour, Giant, Lotte- mart, Toserba Yogya, Borma, and Super Indo. The research method employed was qualitative method. This research aimed at indentifying consumers’ behavior in shopping, selecting and acquiring their value from every supermarket. The results of this study revealed that the majority of customers become more loyal when their needs and desires were satisfied. This will give the company a competitive advantage.
