ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN KOPI BUBUK SINAR BARU CAP BOLA DUNIA (SB-CBD) DI KOTA BANDAR LAMPUNG

Authors

  • Adiguna Gadung
  • Wan Abbas Zakaria
  • Ktut Murniati

DOI:

https://doi.org/10.23960/jiia.v3i4.1086
Abstract View: 2066

Abstract

This study aims to determine the highest satisfaction level of SB-CBDproduct attributes, analyze the level of customer satisfaction coffee powder SB-CBD, analyze the level of loyalty coffee powder SB-CBD, and know the relationship between customer satisfaction and loyalty of coffee powder SB-CBD. This research was conducted in the city of Bandar Lampung purposively.The number of consumer respondents as many as 60 people, using accidental sampling. The data was analyzed by descriptive analysis, analysis of Consumer Satisfaction Index (CSI), analysis of Important Performance Analysis (IPA), pyramid loyalty and Rangk Spearman correlation analysis. The results showed that there were five atributs which had the highest satisfaction namely halal label, taste, price, aroma, and expiration dates.  The level of customer satisfactionofcoffee powder SB-CBD belonged to satisfied criteria and promotion attributes needed to be improved for better company’s performance.  The level of consumer loyalty of coffee powder SB-CBD belonged to the category of loyal because the majority of consumers as described in pyramid loyalty were at the level of liking the brand.  There is a positive relationship between the level of satisfaction and loyalty coffeepowder SB-CBD.

Key words: coffee powder SB-CBD product, CSI, IPA, satisfaction, loyalty

Downloads

Download data is not yet available.

Downloads

Published

2015-10-01

How to Cite

Gadung, A., Zakaria, W. A., & Murniati, K. (2015). ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN KOPI BUBUK SINAR BARU CAP BOLA DUNIA (SB-CBD) DI KOTA BANDAR LAMPUNG. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science, 3(4). https://doi.org/10.23960/jiia.v3i4.1086

Issue

Vol. 3 No. 4 (2015)

Section

Articles

License

Authors who publish with this journal agree to the following terms:

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).