Rahmani, Salsabila Thea and Situmorang, Suriaty and Affandi, Muhammad Irfan (2022) ANALISIS LOYALITAS DAN FAKTOR-FAKTOR YANG MEMENGARUHI KONSUMEN DALAM PEMBELIAN PIE PISANG DI KOTA BANDAR LAMPUNG. Jurnal Ekonomi Pertanian dan Agribisnis (JEPA), 6 (4). pp. 1546-1558. ISSN 2614-4670 (p), 2598-8174 (e)
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Salsabila - Analisis Loyalitas dan Faktor-Faktor yang Mempengaruhi Konsumen.pdf Download (319kB) | Preview |
Abstract
Various kinds of banana pie products that are sold cause competition for banana pie agroindustries in Bandar Lampung, so that agroindustry owners need to be more careful to win the competition they face in fighting over consumers.This study aims to analyze consumer loyalty and the factors that influence the number of purchases of banana pie by consumers in Bandar Lampung. This research was conducted at two banana pie agroindustries, namely Yussy Akmal and Askha Jaya in June-August 2021. The research sample was 110 people selected by using the accidental sampling method. The data of this research were analyzed using the loyalty pyramid and multiple linear regression analysis. The results showed that Yussy Akmal and Askha Jaya's banana pie consumers belonged to the loyal category (committed buyers) and the factors that influenced the purchase of Yussy Akmal's banana pie were the price of Yussy Akmal's banana pie, the price of other brands of banana pie, total income, number of family members, and consumer tastes. Keywords: banana pie, loyalty, purchasing, consumers
| Item Type: | Article |
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| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Pertanian (FP) > Prodi Agribisnis |
| Depositing User: | SURIATY SI |
| Date Deposited: | 05 May 2023 07:44 |
| Last Modified: | 05 May 2023 07:44 |
| URI: | http://repository.lppm.unila.ac.id/id/eprint/51100 |
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