TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN PRODUK SUSU CAIR DALAM KEMASAN KOPERASI PETERNAKAN BANDUNG SELATAN (KPBS) DI KOTA BANDUNG
Abstract: The objectives of
this study are to analyze: the
level of costumers satisfaction and costumers loyalty
to the packaged liquid milk products of KPBS.
The research was conducted in the largest distributors that supply
liquid milk in KPBS packaging to costumers, at Pasundan street 165,
Bandung. The number of respondents in
this study are 100 respondents. The
method of analysis used in this study are Customer Satisfaction Index (CSI),
Importance Performance Analysis (IPA) and pyramid loyalty. The results showed that the level of
costumers satisfaction to the packaged liquid milk products of KPBS based on
the analysis CSI was 78.8%, meant that overall costumers felt “satisfied”.
Based on the IPA, the costumers evaluated that promotion attributes, attractive
packaging design, nutritional value, and content of performance of pakaged milk
were needed to be improved. The level of costumers loyalty in the packaged
liquid dairy products based on the analysis pyramid of KPBS loyalty was mostly
not loyal costumers, because the number of committed buyer was smaller than the
number of switcher buyer.
Penulis: Meyka Yulita, Dyah
Aring Hepiana Lestari, Dwi Haryono
Kode Jurnal: jppertaniandd140133
