TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN RUMAH TANGGA DALAM MENGONSUMSI BIHUN JAGUNG DI BANDAR LAMPUNG
Abstract: The objectives of
this study are to analyze: the level of household consumers’ satisfaction, the
level of household consumers’ loyalty, and factors that influence the
satisfaction and loyalty on consuming corn vermicelli in Bandar Lampung. The research was conducted in the randomly
choosen 3 traditional markets and 3 modern markets in May to July 2013. Accidental sampling method was employed to
choose the sample of 60 consumers as respondents. Methods of analysis used were Customer
Satisfaction Index (CSI) for the degree of satisfaction, the pyramid of loyalty
was used for the degree of consumers’ loyalty, and the logistic regression
analysis for the factors that influence satisfaction and loyalty of household
consumer. The results showed that CSI
value was 76.97 percent, it meant that the costumers were satisfied by corn
vermicelli product. Most costumers tended to be loyal, because the number of
commited buyers (with the value of 95 percent) was higher than that of switcher
buyers (with the value of 3 percent).
Based on the logistic regression analysis, variables that significantly
influenced costumers’ satisfaction were the length of consumption and purchase
frequency. Variables that significantly
influenced on the costumers’ loyalty were age, education level, and purchase
frequency.
Penulis: Riska Widyasari,
Fembriarti Erry Prasmatiwi, Suriaty Situmorang
Kode Jurnal: jppertaniandd140806
