KEPUASAN DAN LOYALITAS KONSUMEN IBU RUMAH TANGGA DALAM MENGONSUMSI SANTAN SUN KARA DI KOTA BANDAR LAMPUNG
Abstract: The aim of this
research was to determine the pattern of consumption, satisfaction, and
customer loyalty of Sun Kara coconut milk in Bandar Lampung. This research was
conducted in May 2014 until June 2014 by survey method through interviewing
respondents. Total respondents were 80
housewives. The research was conducted
at traditional market, stall, minimarket, and supermarket in Sukarame
Subdistrict and Rajabasa Subdistrict. The data analysis’ tools were Customer
Satisfaction Index (CSI) and the analysis of switcher buyer, habitual buyer,
satisfied buyer, liking the brand and committed buyer. The result showed that the frequency of
purchasing Sun Kara coconut milk is 3-4 times and the amount of purchasing Sun
Kara coconut milk ranged between 62-200 ml per month. Consumers often buy Sun
Kara coconut milk in a stall and Sun Kara coconut milk is usually used for
cooking ingredients. Most respondents were unaware of the content contained in
Sun Kara coconut milk. The calculation’s result of Customer Satisfaction Index
(CSI) obtained values of customer satisfaction 73% which means that consumers
were satisfied with Sun Kara coconut milk product. Respondents that categorized
as switcher buyer were 8.75%. The number of respondents that bought Sun Kara
coconut milk as habitual buyer was 41.25%. Respondents that categorized as
satisfied buyer were 66.25%. The number of respondents that categorized as
liking the brand was 55%. Consumers that categorized as committed buyer were
33.75%.
Penulis: Maulina Tunjungsari,
Dwi Haryono, Dyah Aring Hepiana Lestari
Kode Jurnal: jppertaniandd150942
