Susanto, Erik Budi and Indriani, Yaktiworo and riantini, maya (2021) SIKAP DAN LOYALITAS KONSUMEN SUSU HOMETOWN DAIRY DI KOTA BANDAR LAMPUNG (Attitude and Consumer Loyalty of Hometown Dairy in Bandar Lampung City). Jurnal Agrimanex : Agribussiness, Rural Management, and Development Extension, 1 (2). pp. 1-9. ISSN 2723-339
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Abstract
This study aims to determine the characteristics, attitudes and levels of consumer loyalty to Hometown Dairy Milk in Bandar Lampung City. This research is a survey research conducted at Chandra Supermarket Tanjung Karang involving a sample of 50 people obtained by purposive sampling. The data was taken from August-September 2019 and analyzed by descriptive qualitative and quantitative methods, as well as the Fishbein Multi-attribute and the loyalty pyramid method. The research results showed that Hometown Dairy milk consumers were mostly women aged 22-26 years, have high school / vocational education with income ranging from five hundred to one million rupiah per month. Consumers assess that the highest attribute of Hometown Dairy milk was its nutritional content, which was 20.23. The results of the calculation of consumer loyalty toward Hometown Dairy Milk showed that committed buyers (68%) were much bigger than switcher buyers (36%) and the highest was liking the brand consumers (70%). Keywords: Attitude, Loyalty, Milk, Hometown Dairy
| Item Type: | Article |
|---|---|
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Fakultas Pertanian (FP) > Prodi Agribisnis |
| Depositing User: | YAKTIWORO YAKTIWORO INDRIANI |
| Date Deposited: | 08 Nov 2021 01:35 |
| Last Modified: | 08 Nov 2021 01:35 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/35404 |
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