ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN BERAS CAP BALAP DI KECAMATAN BALIK BUKIT KABUPATEN LAMPUNG BARAT

Abstract

This study aims to analyze costumer’s satisfaction and loyalty, and the relationship between these two aspects  regarding the consumption of Cap Balap Rice in Balik Bukit District West Lampung.  The using of a purposive sampling method was to get  40 households as respondents. The data gathered was analyzed descriptive quantitatively with Customer Satisfaction Index (CSI), loyalty pyramid, and Rank Spearman correlation. The results showed that respondents were predominantly female (82.50%) that had a high school education, with an income in the range of IDR 2,500,000 – IDR 2,990,999 per month. The level of customer satisfaction was categorized as “satisfied” with a CSI value of 76.25 percents. Meanwhile, consumer loyalty fell into “loyal” in category  with committed buyers 80 percents and liking the brand 82.50 percents. The correlation analysis showed  that there was  no significant relationship between costumer’s satisfaction and loyalty at the switcher buyer and the habitual buyer levels with a correlation coefficient was not that strong. The satisfaction-loyalty relationship at the satisfied buyer level was  also not strong, but at the category of “liking the brand” and “committed buyer” the levels showed  a fairly strong relationship.

Key words: correlations, loyalty, rice, satisfaction