SIKAP, KEPUASAN, DAN LOYALITAS KONSUMEN TERHADAP PRODUK SARI APEL UMKM APELNESIA, KOTA BATU DENGAN PENDEKATAN BAURAN PEMASARAN 4P

Authors

  • Muhammad Rifky Setiadi Jurusan Agribisnis Fakultas Pertanian Universitas Lampung
  • Febriananda Faizal Jurusan Agribisnis Fakultas Pertanian Universitas Lampung
  • Destyana Ellingga Pratiwi Jurusan Agribisnis Fakultas Pertanian Universitas Lampung

DOI:

https://doi.org/10.23960/jiia.v9i3.5346
Abstract View: 489

Abstract

Massive apple production drives MSMEs in Batu City to process the fruit, as an example, apple extract. With so many MSMEs that make apple extract, creates higher market competitiveness. One of the MSMEs that makes apple extract is Apelnesia. The purpose of this research is to study attitude, satisfaction, and loyalty of consumers towards Apelnesia MSME apple extract product. The basic method of this research is a quantitative analysis. The sampling method uses non-probability method with time linear function technique. This research uses Fishbein analysis, Importance Performance Analysis, Customer Satisfaction Index, and Loyalty Pyramid. The results showed that consumer attitude is Quiet Positive. Importance Performance Analysis showed the attributes that needs improvement i.e. Packaging (X1.4), Price equals quality (X2.1), Easy product access (X3.1), and Strategic location (X3.3). Satisfaction level of consumers according to Customer Satisfaction Index is Satisfied. Loyalty Pyramid showed that the highest level of consumer loyalty is Liking the brand with 71.88%.

Key words: apple extract, attitude, loyalty, marketing mix, satisfaction

Downloads

Download data is not yet available.

Downloads

Published

2021-10-09

How to Cite

Setiadi, M. R., Faizal, F., & Pratiwi, D. E. (2021). SIKAP, KEPUASAN, DAN LOYALITAS KONSUMEN TERHADAP PRODUK SARI APEL UMKM APELNESIA, KOTA BATU DENGAN PENDEKATAN BAURAN PEMASARAN 4P. Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science, 9(3), 508–515. https://doi.org/10.23960/jiia.v9i3.5346

Issue

Vol. 9 No. 3 (2021)

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).