Negara AT, M Hutama Pandu and Situmorang, Suriaty and Gultom, Dame Trully (2020) ANALISIS KEPUASAN DAN LOYALITAS KONSUMEN TERHADAP PISANG RAJA SEREH DAN PISANG CAVENDISH DI KOTA BANDAR LAMPUNG. Jurnal Ilmu-Ilmu Agribisnis, 8 (1). pp. 123-130. ISSN 2337 7070

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The aims of this research are to determine the satisfaction, and loyalty of consumers to Raja Sereh Banana and Cavendish Banana products in Bandar Lampung City. The research is conducted in June to July 2018. The samples are consumers of Raja Sereh Banana and Cavendish Banana that are recruited byaccidental sampling. The number of consumer respondents are 80 people, divided by 40 respondent of Raja Sereh Banana and 40 respondent of Cavendish Banana. This research is conducted in two different locations, namely traditional market (Pasir Gintung Market) and modern market (Gelael Supermarket). The research data is analyzed by descriptive analysis, namely Consumer Satisfaction Index Analysis (CSI) and Loyalty Pyramid. The results of this research showed that Raja Sereh Banana and Cavendish Banana consumers were “satisfied” and “loyal”. Consumer satisfaction of Raja Sereh Banana was 74.66 percent and the consumer satisfaction of Cavendish Banana consumer was 71.09 percent. The level of consumer loyalty was classified as a buyer who was committed with a value of 85.00 percent for Raja Sereh Banana and 90.00 percent for Cavendish Banana. Keywords:bananas, consumer, loyalty, satisfaction

Item Type: Article
Subjects: A General Works > AC Collections. Series. Collected works
S Agriculture > S Agriculture (General)
Divisions: Fakultas Pertanian (FP) > Prodi Agribisnis
Depositing User: SURIATY SI
Date Deposited: 01 Dec 2020 01:04
Last Modified: 01 Dec 2020 01:04

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