Open AccessAnalisis Kepuasan dan Loyalias Konsumen Roti Unyil Venus di Bogor
Author(s) -
Ani Mekaniwati
Publication year - 2018
Publication title -
jurnal ilmiah manajemen kesatuan
Language(s) - English
Resource type - Journals
eISSN - 2721-169X
pISSN - 2337-7860
DOI - 10.37641/jimkes.v5i2.72
Subject(s) - customer satisfaction , loyalty business model , promotion (chess) , business , structural equation modeling , loyalty , marketing , advertising , psychology , mathematics , statistics , service quality , political science , politics , law , service (business)
The objectives of this research is to analyze the model of relationship between customer’s level of satisfaction and their loyalty to “roti unyil” and to construct the strategic implication to improve this satisfaction and loyalty.The research was conducted in June 2017. The data were collected from 100 respondents and were analyzed using structural equation modeling (SEM) analysis and two-top boxes to measure customer satisfaction index. The results showed that contribution of customer’s satisfaction on customer’s loyalty was 0.49 and the most significant dimensions for customer’s satisfaction were human resources (0.40), promotion (0.15), and place (0.08). Most attributes had high customer satisfaction index, with parking access (56%) and viral marketing (59%) were the lowest ones