PENGARUH PREFERENSI DAN HARGA TERHADAP SIKAP DAN IMPLIKASINYA TERHADAP LOYALITAS PELANGGAN INDOMIE RASA CABE IJO DI SEMARANG
Abstract: In Indonesian
instant noodle market is lucrative. Indonesian people's dependence on fast food
noodle is quite large. In this case also sparked instant noodle companies to
compete in order to gain market share by offering products that meet the needs
of consumers, because of the competition, the Indomie sales decline. To
increase sales, Indomie do product development by releasing new products that
Indomie Rasa CabeIjo. This study aimed to analyze the influence of preferences
and price on customer attitudes and customer loyalty products Indomie Rasa
CabeIjo in Semarang
This research uses multiple linear regression analysis using SPSS. The
population is the city of Semarang who like to eat Indomie taste green
chillies. While the sample is used as many as 100 people with non-random
sampling method is to take samples at several stores and a minimarket in
Semarang.
The results showed that the preferences and price positive and
significant impact on customer attitudes and customer attitudes positive and
significant effect on customer loyalty products Indomie Rasa Cabe Ijo in
Semarang. In the model 1, giving preference to the most influence customer
attitudes of 0.648. In model 2, giving preference to the most influence
customer loyalty of Indomie Rasa Cabe
Ijo product in Semarang at 0.341.
Penulis: Claresta Yanudhita
Larasati, Ibnu Widiyanto
Kode Jurnal: jpmanajemendd131097
