ANALISIS TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN MIE MUSBAR TERHADAP ATRIBUT PRODUK
Abstract: Mie Musbar an
agroindustrial enterprises households the first introduced in Pekanbaru wet
noodle products since 1962. This study conducted in June 2014 through the month
of August 2014. The method used survey with purposive sampling and
non-probability sampling by sample selection was based on the meaning that the
sampling is not random with consideration of consumers buying more than 2
times, and satisfaction analysis method using Importance and Performance
Analysis (IPA), Customer Satisfaction Index (CSI) and loyality analysis using
Switcher Buyer, Habitual Buyer, Satisfied Buyer, Liking The Brand, and
Committed Buyer. The results of satisfaction analysis (IPA), Costumer
Satisfaction Index (CSI), and loyality analysis, it can be concluded that
consumers Mie Musbar “satisfied” and “loyal” to the product attributes of Mie
Musbar.
Penulis: Tito Kartika Candra,
Cepriadi, Jum’atri Yusri
Kode Jurnal: jppertaniandd150714
