ANALISIS LOYALITAS KONSUMEN TERHADAP MINUMAN KOPI ROBUSTA DI KOTA BANDA ACEH
ABSTRACT: Coffea is one of the
biggest enthusiasts beverage in the world. It had been proven by the increases
of coffea production. Robusta coffea is one kind of the most marketed beverage
in Banda Aceh. The aim of this study is to know the factors that affected the consumer
loyalty toward robusta coffea drinks and the relations between consumer satisfaction
and consumer loyalty toward robusta coffee drinks in Banda Aceh. The analysis
in this study employed Binary Logistic regression. The result of Binary Logistic
showed that the taste and price of robusta coffea drinks were the factors that affected
consumer loyalty toward robusta coffea drinks. The result of Chi-Square test showed
that there were the significant relations between consumer satisfaction and consumer
loyalty toward robusta coffea drinks in Banda Aceh.
Penulis: Rahmaddiansyah, Fajri
dan Cut Vania Utami
Kode Jurnal: jppertaniandd150788
