ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN KOPI BUBUK SINAR BARU CAP BOLA DUNIA (SB-CBD) DI KOTA BANDAR LAMPUNG
Abstract: This study aims to
determine the highest satisfaction level of SB-CBDproduct attributes, analyze
the level of customer satisfaction coffee powder SB-CBD, analyze the level of
loyalty coffee powder SB-CBD, and know the relationship between customer
satisfaction and loyalty of coffee powder SB-CBD. This research was conducted
in the city of Bandar Lampung purposively.The number of consumer respondents as
many as 60 people, using accidental sampling. The data was analyzed by
descriptive analysis, analysis of Consumer Satisfaction Index (CSI), analysis
of Important Performance Analysis (IPA), pyramid loyalty and Rangk Spearman
correlation analysis. The results showed that there were five atributs which
had the highest satisfaction namely halal label, taste, price, aroma, and
expiration dates. The level of customer
satisfactionofcoffee powder SB-CBD belonged to satisfied criteria and promotion
attributes needed to be improved for better company’s performance. The level of consumer loyalty of coffee
powder SB-CBD belonged to the category of loyal because the majority of consumers
as described in pyramid loyalty were at the level of liking the brand. There is a positive relationship between the
level of satisfaction and loyalty coffeepowder SB-CBD.
Penulis: Adiguna Gadung, Wan
Abbas Zakaria, Ktut Murniati
Kode Jurnal: jppertaniandd150948
