Anggraini, Vientika and Prasmatiwi Erry, Fembriarti and Santoso, Hurip (2013) TINGKAT KEPUASAN DAN LOYALITAS KONSUMEN GULAKU DI KOTA BANDAR LAMPUNG ( Analysis of The Level of Satisfaction and Customer L oyal ty of Gulaku in Bandar Lampung City ). JIIA, 1 (2).


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ABSTRACT This study aims to determine the level of satisfaction and consumer loyalty of Gulaku in Bandar Lampung, and to know the effect of the marketing mix to the level of customer satisfaction and loyalty of Gulaku. This research was conducted in June 2012, involving 66 housewi ves . The study site s were 3 modern markets (Chandra, Giant, and Hypermart) and 3 tradisional markets (Kangkung, Way Halim, and Tugu). The analysis tool s we re Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI), the analysis of switcher buyer , habitual buyer, satisfied buyer, liking the brand, committed buyer and structural equation models (SEM). The research result showed that the l evel o f customer satisfaction of Gulaku in Ba ndar Lampung in the category of very satisfied with the value of CSI 81.86% categorized as loyal consumer . The average value of IPA for the level of performance of Gulaku was 3,98 and the level of interest of Gulak u was 4,08. Using SEM analysis , it showed that the marketing mix did not significantly affect the level of customer satisfaction and customer lo y al ty of Gulaku . Keyword s : CSI, c ustomer , g ulaku, IPA, l oyalty , s atisfaction , SEM

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Pertanian (FP) > Prodi Agribisnis
Depositing User: Fertika Dwi Yoswita
Date Deposited: 13 Jul 2016 07:28
Last Modified: 14 Jul 2016 05:28

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