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HUBUNGAN LOYALITAS KONSUMEN PERANTARA TERHADAP KEPUTUSAN PEMBELIAN TELUR ITIK
(Sensus Pada Pedagang Martabak Telur Di Wilayah Ujungberung, Kota Bandung)
Lusi Lustiana
ABSTRAK
Penelitian ini bertujuan untuk mengetahui tingkat loyalitas konsumen perantara terhadap telur itik dan mengetahui hubungan loyalitas konsumen perantara terhadap keputusan pembelian telur itik. Penelitian ini menggunakan metode sensus dengan objek penelitian adalah konsumen perantara telur itik (pedagang martabak). Data diperoleh dengan penyebaran kuesioner kepada 24 responden. Model analisis yang digunakan adalah piramida loyalitas untuk mengetahui tingkat loyalitas konsumen perantara terhadap telur itik, yang meliputi switcher, habitual buyer, satisfied buyer,
like the brand,dan committed buyer. Hasil penelitian atas 24 orang
responden menunjukkan bahwa presentase switcher, habitual buyer,
satisfied buyer, likes the brand dan committed buyer, terhadap telur itik
berturut-turut adalah 100%, 100%, 83,33%, 83,33 %, dan 25 %, sehingga terbentuk susunan piramida loyalitas. Analisis kolerasi Rank Spearman
untuk mengetahui kolerasi antara loyalitas konsumen dan keputusan pembelian. Hasil analisis menunjukan bahwa rs = 0,526, sehingga bahwa loyalitas konsumen mempunyai hubungan yang moderat (cukup berarti) terhadap keputusan pembelian telur itik.
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CONSUMER LOYALTY RELATIONSHIP INTERMEDIARY ON THE PURCHASING DECISION DUCK EGGS
(Census On The Egg Martabak Traders On Ujungberung Region, Bandung City)
Lusi Lustiana
ABSTRACT
This research aims to know the degree of consumer loyalty provider of duck eggs and duck eggs purchasing decision knowing. This study uses census method with the object of research is the consumer mediator duck eggs (ordinary traders). Data obtained with the dissemination of a questionnaire to 24 respondents. Analysis of the Model used is the pyramid of loyalty to know the level of consumer loyalty provider of duck eggs, which include switcher, habitual buyers, satisfied buyers, like the brand, and committed buyer. The top 24 results of the respondents indicate that the percentage of the switcher, habitual buyers, satisfied buyers, likes the brand and a committed buyer, against successive duck eggs are 100%, 100%, 83,33%, 83,33%, and 25%, thus forming a pyramidal arrangement of loyalty. Kolerasi analysis of Rank Spearman to know the kolerasi between consumer loyalty and purchase decisions. Results of the analysis show that rs = 0,526, so that consumer loyalty has a moderate relationship (enough meaningful) against the decision of purchasing duck eggs.