NURHIDAYAT, DIMAS (2025) ANALISIS SENSITIVITAS HARGA DAN LOYALITAS KONSUMEN TERHADAP MINYAK GORENG KEMASAN DI KOTA SERANG (Studi Kasus Pada Minyak Goreng Merek Filma, Sunco, dan Tropical). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Cooking oil is a strategic food commodity part of the nine staples (basic necessities) that play an important role in the consumption of the Indonesian people. Price sensitivity and consumer loyalty are factors that need to be considered in the competition for branded packaged cooking oil. Packaged cooking oil brands circulating in the market have varying quality and prices so that consumers will be more flexible in choosing cooking oil. The purpose of this study is to analyze price sensitivity and consumer loyalty to packaged cooking oil of Filma, Sunco, and Tropical brands. The location of the research was determined purposively. The method of analysis of this research is quantitative descriptive. The sample used was 96 respondents with the criteria of housewives as research respondents. The Huisman method is used to analyze price sensitivity and the loyalty pyramid method to analyze the level of consumer loyalty. The results showed that consumers of Filma brand packaged cooking oil were more sensitive to price changes than Sunco and Topical brand packaged cooking oils; consumers of Filma brand packaged cooking oil have a lower level of loyalty, while loyalty to Sunco and Tropical brand packaged cooking oil is good.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Minyak goreng merupakan komoditas pangan strategis bagian dari sembilan bahan pokok (sembako) yang berperan penting dalam konsumsi masyarakat Indonesia. Sensitivitas harga dan loyalitas konsumen merupakan faktor yang perlu diperhatikan dalam persaingan minyak goreng kemasan bermerek. Merek minyak goreng kemasan yang beredar di pasar memiliki kualitas dan harga bervariasi sehingga konsumen akan lebih fleksibel dalam memilih minyak goreng. Tujuan penelitian ini adalah untuk menganalisis sensitivitas harga dan loyalitas konsumen terhadap minyak goreng kemasan merek Filma, Sunco, dan Tropical. Lokasi penelitian ditentukan secara purposive. Metode analisis penelitian ini adalah deskriptif kuantitatif. Sampel yang digunakan yaitu 96 responden dengan kriteria ibu rumah tangga sebagai responden penelitian. Metode Huisman digunakan untuk menganalisis sensitivitas harga dan metode piramida loyalitas untuk menganalisis tingkat loyalitas konsumen. Hasil penelitian menunjukkan bahwa konsumen minyak goreng kemasan merek Filma lebih sensitif terhadap perubahan harga daripada minyak goreng kemasan merek Sunco dan Topical; konsumen minyak goreng kemasan merek Filma memiliki tingkat loyalitas yang lebih rendah, sedangkan loyalitas pada minyak goreng kemasan merek Sunco dan Tropical sudah baik. | |||||||||
| Uncontrolled Keywords: | branded packaged cooking oil, consumer loyalty, price sensitivity minyak goreng kemasan bermerek, loyalitas konsumen, sensitivitas harga | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Tn Dimas Nurhidayat | |||||||||
| Date Deposited: | 26 Sep 2025 02:08 | |||||||||
| Last Modified: | 26 Sep 2025 02:08 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/54966 |
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