Abstract
Constumer satisfaction and loyalty is one indicator of marketing success. This study aimed to analyze the level of customer satisfaction and loyalty milk powder with high calcium by attributes attached to high calcium milk powder products. Milk powder used as the object of the research was Anlene milk powder and Hilo milk powder. Attributes used in the study are: brand, flavour, label, price, and promotion. Determination of the sample using multistage sampling technique. The data analysis used is multiple linear regression. The results showed that milk powder Anlene attributes that affect customer satisfaction is a flavor of (0,001), price (0,018), and promotion (0,023), while milk powder Hilo attributes that affect customer satisfaction is the brand (0,024) and the label (0,015). Anlene milk powder attributes that influence consumer loyalty is priced at 0,017, while the milk powder Hilo attributes that influence consumer loyalty is the brand of 0,021.
Highlights
PENDAHULUAN Atribut produk dapat mempengaruhi tingkat kepuasan dan loyalitas konsumen
The results showed that milk powder Anlene attributes that affect customer satisfaction is a flavor of (0,001), price (0,018), and promotion (0,023), while milk powder Hilo attributes that affect customer satisfaction is the brand (0,024) and the label (0,015)
Tingkat kepuasan konsumen yang dihasilkan dari atribut merek, rasa, label, harga, dan promosi susu bubuk Hilo yaitu sebesar (R2) 21,3%, dan sisanya bisa dipengaruhi oleh sebab-sebab yang lain
Summary
Penelitian ini dimaksudkan untuk mengetahui pengaruh atribut terhadap kepuasan dan loyalitas konsumen. Produk yang menjadi obyek penelitian adalah produk susu bubuk berkalsium tinggi merek Hilo dan Anlene dengan atribut harga, kemasan dan merek yang diberi skor +2, +1, 0, -1, dan -2, untuk kategori sangat percaya, percaya, netral, tidak percaya dan sangat tidak percaya. Susu bubuk Hilo diproduksi oleh PT Nutrifood Raya yang berlokasi di Ciawi-Bogor. Komposisi pada susu bubuk Hilo terdiri dari skim, gula pasir, maltodekstrin, krimmer nabati, susu bubuk full krim, premix vitamin dan mineral, perisa artificial, vanilla, alga merah, kolin, kromium pikolinat dan perisa karamel. Susu bubuk Anlene diproduksi oleh PT Tigaraksa Satria, Tbk untuk PT Fonterra Brands yang berlokasi di Jakarta.
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