Consumer Loyalty Modeling Based on Satisfaction with the Attributes of Suhita Honey Products

Authors

  • bina unteawati Politeknik Negeri Lampung
  • Edy Humaidi
  • Kusmaria Politeknik Negeri Lampung

DOI:

https://doi.org/10.25181/jppt.v22i3.2701

Abstract

The purpose of this study is to analyze what factors affect consumer satisfaction with Suhita honey, analyze what factors affect consumer loyalty Suhita honey, analyze the effect of satisfaction on consumer loyalty Suhita honey, describe a model of consumer loyalty on product attributes of Suhita honey. This research was conducted by survey method and direct observation. The sampling method in this study will be carried out using the accidental sampling method. The analytical techniques used are descriptive analysis and Structural Equation Modeling (SEM) analysis. The results showed that only two variables had a significant effect, namely the product quality variable with P-values ​​of 0.033 (<0.05) and the service quality variable with P-values ​​of 0.031 (<0.05). Meanwhile, the price variable has no significant effect on consumer satisfaction, seen from the P-values ​​of 0.815 (> 0.05). Furthermore, for the test results whether there is an influence between consumer satisfaction on consumer loyalty shows a significant influence seen from the value with P-values ​​of 0.000 (<0.05), meaning that satisfaction has an effect on consumer loyalty.

Downloads

Download data is not yet available.

References

Amin, Z. et al. (2020) ‘Consumers’ perceptions and willingness to pay (WTP) organic rice’, Journal of Critical Reviews, 7(1), pp. 48–51. doi: 10.22159/jcr.07.01.08.

Harta, M. (2005) ‘Sikap dan Perilaku Konsumen Terhadap Produk Minuman Sirup Kalamansi Bukit Bengkulu di Kota Bengkulu’, Agrisep, Vol. 16 No, pp. 13–24.

I. Ghozali dan H. Latan H (2015) Partial Least Squares Konsep, Teknik, dan Aplikasi Menggunakan Program Smart PLS 3.0. Ed. 5. 5th edn. Semarang: Badan Penerbit Universitas Diponegoro.

Johnsson, A. (2015) Extending the Understanding of Sales promotions ’ Influence on Brand Knowledge. Master Thesis. Linnaes University. Swedia.

Kotler, P. & Armstrong, G. (2008) Prinsip-Prinsip Pemasaran. Edisi 12. Jilid 1., Manajemen Pemasaran.

Manalu, V. G. (2020) ‘Green Product Purchase Intention in Indonesia : Theory Planned’, Jurnal Agri Sains, 4(2).

Nguyen, P. T. (2011) ‘A Comparative Study of the Intention to Buy Organic food between Consumers in Northern and Southern Vietnam’, AU-GSB e-JOURNAL, 4(2).

QIU, H. guang et al. (2016) ‘Farmers’ seed choice behaviors under asymmetrical information: Evidence from maize farming in China’, Journal of Integrative Agriculture, 15(8), pp. 1915–1923. doi: 10.1016/S2095-3119(15)61326-0.

Sumarwan, et al. (2013) Riset Pemasaran dan Konsumen. Edisi 3. Bogor: PT Penerbit IPB Press.

Wahyudi, A. et al. (2019) ‘Factors influencing the frequency of consumers’ purchases of locally-produced rice in Indonesia: A Poisson regression analysis’, Agriculture (Switzerland). doi: 10.3390/agriculture9060117.

Wang, F., & Hariandja, E. S. (2016) ‘The Influence Of Brand Ambassador On Brand Image And Consumer Purchasing Decision: A Case Of tous Les Jours In Indonesia’.

Winarno (2001) Madu, Teknologi, Khasiat dan Analisa. Bogor: Pusat Penelitian dan Pengembangan Teknologi Pangan IPB.

Zeithaml, V., Bitner, M., Gremler, D. (2009) Services marketing: integrating customer focus across the firm (5th ed.). McGraw-Hill.

Downloads

Published

2022-12-30

How to Cite

Unteawati, B., Humaidi, E., & Kusmaria. (2022). Consumer Loyalty Modeling Based on Satisfaction with the Attributes of Suhita Honey Products. Jurnal Penelitian Pertanian Terapan, 22(3), 216-223. https://doi.org/10.25181/jppt.v22i3.2701

Issue

Section

Artikel