TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN GULAKU DI KOTA BANDAR LAMPUNG
Abstract: This study aims to
determine the level of satisfaction and consumer loyalty of Gulaku in Bandar
Lampung, and to know the effect of the marketing mix to the level of customer
satisfaction and loyalty of Gulaku. This
research was conducted in June 2012, involving 66 housewives. The study sites
were 3 modern markets (Chandra, Giant, and Hypermart) and 3 tradisional markets
(Kangkung, Way Halim, and Tugu). The analysis tools were Importance Performance
Analysis (IPA), Customer Satisfaction Index (CSI), the analysis of switcher
buyer, habitual buyer, satisfied buyer, liking the brand, committed buyer and
structural equation models (SEM). The
research result showed that the level of customer satisfaction of Gulaku in
Bandar Lampung in the category of very satisfied with the value of CSI 81.86% categorized as loyal consumer. The
average value of IPA for the level of
performance of Gulaku was 3,98 and the
level of interest of Gulaku was 4,08. Using SEM analysis, it showed that the
marketing mix did not significantly affect the level of customer satisfaction
and customer loyalty of Gulaku.
Keywords: CSI, customer,
gulaku, IPA, loyalty, satisfaction, SEM
Penulis: Vientika Anggraini,
Fembriarti Erry Prasmatiwi, Hurip Santoso
Kode Jurnal: jppertaniandd130089
