TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN TAUCO DI KOTA PRABUMULIH
Abstract: The aims of this
research are to analyze satisfaction level and loyalty of tauco’s customers in Prabumulih. The research was carried out in the inpres
market, a traditional market in Prabumulih.
The research location was chosen deliberately (purposive). The number of
interviewed respondents were 60 housewives which found in the market
(accidental sampling). The objective was
answered by using customer satisfaction index analysis (CSI) and for customers
loyalty was answered by using switcher buyer analysis, habitual buyer,
satisfied buyer, liking the brand, and committed buyer. The research shows the
following results, Tauco’s customers in Prabumulih are loyal customers
with high satisfaction level (CSI =
71,2%) and based on Tauco’s customers loyalty pyramid, switcher buyers are only
6,7%.
Penulis: Rini Pradita,
Yaktiworo Indriani, Achdiansyah Soelaiman
Kode Jurnal: jppertaniandd160339
