NURASIYAH, NURASIYAH (2015) ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP KECAP MEREK BENTENG. S1 thesis, Universitas Sultan Ageng Tirtayasa.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI LOYALITAS KONSUMEN TERHADAP KECAP MEREK BENTENG.PDF - Published Version Restricted to Registered users only Download (4MB) |
Abstract
In Indonesia there are soy products nationwide who have long competed with a range of extensive marketing. Although there has been some soy sauce brands that dominate the national market, but there is also a brand of soy sauce produced in a local scale control of certain areas. One brand of soy sauce produced in a limited local scale and is Kecap Benteng “Ikan Mas Koki Pyramid”.Popular since the 1970s, Kecap Benteng “Ikan Mas Koki Pyramid” has a sweet taste that is proportional, as well as the texture is not too thick but not too watery and also is well known by people in Serang. The purpose of this study was to determine and describe the factors that influence brand loyalty on Kecap Benteng “Ikan Mas Koki Pyramid” This research method is a quantitative approach with descriptive methods. The sampling technique used is in the category of non-probability sampling using accidental sampling technique, namely consumers Kecap Benteng “Ikan Mas Koki Pyramid” by 100 respondents. Then the instrument in this study using a questionnaire. Based on the results of the study show that there is significant influence between consumer drivers (X1) on consumer loyalty (Y). There is significant influence between Brand Drivers (X2) on consumer loyalty (Y). Then found a significant effect between Social drivers (X3) on consumer loyalty (Y). One piece of advice that can be given is for the PD. Putra Jaya Food Industries as a company that produces Kecap Benteng “Ikan Mas Koki Pyramid” needs to improve the quality of the resulting product quality soy sauce and also the visual appearance of the packaging material of the soy sauce. This relates to the brand factor weakest driver as a factor in shaping the brand loyalty among consumers
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Tujuan dari penelitian ini adalah untuk mengetahui dan mendeskripsikan faktor-faktor yang mempengaruhi loyalitas merek pada Kecap Banteng “Ikan Mas Koki Pyramid”. Metode penelitian ini adalah pendekatan kuantitatif dengan metode penulisan secara deskriptif. Teknik pengambilan sampel yang digunakan ialah dalam kategori non-probability sampling dengan menggunakan teknik accidental sampling, yaitu para konsumen Kecap Benteng “Ikan Mas Koki Pyramid” sebanyak 100 responden. Kemudian instrumen dalam penelitian ini menggunakan kuesioner. Berdasarkan hasil penelitian menunjukan bahwa terdapat pengaruh yang signifikan antara Consumer drivers (X1) terhadap loyalitas konsumen (Y). Terdapat pengaruh yang signifikan antara Brand Drivers (X2) terhadap loyalitas konsumen (Y). Kemudian didapati pengaruh yang signifikan antara Social drivers (X3) terhadap loyalitas konsumen (Y). Salah satu saran yang dapat diberikan adalah agar pihak PD. Putra Jaya Food Industries sebagai perusahaan yang memproduksi kecap benteng “Ikan Mas Koki Pyramid” perlu meningkatkan mutu dari kualitas produk kecap yang dihasilkan berikut juga tampilan visual dari bahan kemasan kecap tersebut. Hal ini berkaitan dengan faktor Brand driver sebagai faktor yang terlemah dalam membentuk loyalitas merek pada kalangan konsumen. | |||||||||
| Uncontrolled Keywords: | Consumer drivers (X1), Brand drivers (X2), Social drivers (X3), brand loyalty and consumer loyalty ( Y) Consumer drivers(X1), Brand drivers(X2), Social drivers(X3), dan loyalitas konsumen (y) | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
|||||||||
| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 09 Apr 2022 16:23 | |||||||||
| Last Modified: | 09 Apr 2022 16:23 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/11797 |
Actions (login required)
 |
View Item |