ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN KOPI AAA DI KABUPATEN KERINCI

Jahyu Pradinata

Abstract


Research objectives are to analyze the level of satisfaction of consumers against products of coffee powder Nefo Cap AAA. for consumer loyalty towards mengetahuitingkat ground coffee products Nefo Cap AAA. A sample of these studies amounted to 131 consumers Coffee Nefo Cap Regency AAA Kerinci. The data from this study are obtained from the results of a questionnaire distributed to respondents. This research was analyzed using the methods of Customer Satisfaction Index (CSI), the Importance of Performance Analisys (IPA). The results of this study found that the image of the pyramid Coffee loyalty Nefo Cap AAA in General can be said already quite well. On the level Switcher/Price Buyer has a considerable percentage of the amount that is 57 percent. This can lead to a reduced number of sales in the future due to the consumer at this level are likely to be moved on the ground coffee brand to another if there is a manufacturer that sells ground coffee that is cheaper with the same quality with the brand of coffee Nefo Cap AAA. At the level of the respondent which is brand loyalitas Switcher of 57%, respondents who Hobitual of 69%, of respondents which is a Satisfied Buyer of 70%, of the respondents which is Liking the Brand of 68%, and respondent who is a Committed Buyer of 68%.

Keywords


Satisfaction; Loyalty; Customer Satisfaction Index; Importance Performance Analisys

Full Text:

PDF


DOI: https://doi.org/10.32507/ajei.v8i2.18

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Jahyu Pradinata

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by:

GS citefactor  academikeys rbib

 

 

Creative Commons License

© Copyright CC-BY-SA

Web
Analytics Made Easy - StatCounter View My Stats

Al-Infaq, P-ISSN: 2087-2178, E-ISSN: 2579-6453