Measurement Of Customer Loyalty On Products Indonesian Brands With Net Promoter Score (NPS) Method In Medan City Middle Class Consumers

Abstract

The increasing number of graduates from universities who already have jobs have resulted in the rapid growth of one of the categories of middle class society in Indonesia. Indirectly it has an impact on increasing income which results in changes in lifestyle and purchasing power as well as changes in the choice of brands used by a person. Various kinds of products that are classified as luxury goods have now become a necessity for supporting the lifestyle of the middle class in this modern era. This middle class consumer is included in the Climber Middle Class category which is the largest segment among the 8 Middle Class Faces. And generally Climbers are known as hard-working figures who try to improve their economic status, are highly educated, do not have much experience (just got a job or are still building their careers) and tend to be the backbone of the family. This research was conducted using the Net Promoter Score (NPS) method which was then continued by measuring the customer experience (Customer Experience) through the touch point (moment of truth) of each brand studied. The number of population in this study is unknown, so the sample used is 125 respondents. Secondary data were also collected through books, magazines, and literature to support the analysis in this study. This method uses quantitative descriptive analysis. The results of this study indicate that there are 25 brands out of 96 brands studied that have a negative Net Promoter Score (NPS).