SIKAP, KEPUASAN, DAN LOYALITAS KONSUMEN PRODUK OLAHAN BEBEK (KASUS DI RUMAH MAKAN BEBEK BELUR DI BANDAR LAMPUNG)
Abstract: The aims of this
research are to determine the consumers’ pattern on purchasing, attitudes,
satisfaction, and loyalty to duck products at Bebek Belur Restaurant. This research was conducted at two purposive
location of Bebek Belur Restaurant in Bandar Lampung, at Z.A Pagar Alam Street
Gedung Meneng and at Pramuka Street. The
samples of this research are 60 peoples who were selected by accidental
sampling. Research data was analyzed by
descriptive, qualitative, and quantitative Fishbein Multiatribut Model,
Consumer Satisfaction Index (CSI), and the loyalty pyramid. The result of this research showed that
purchasing patterns consisted of the total spending amounted Rp31,000-Rp50,000
per payment including only one portion of duck, the eating time was at noon
(40%), and came to the restaurant alone or accompanied by one person. The consumer attitude score (Ao) of duck
products at Bebek Belur Restaurant amounted 16.42. Consumer of duck products
were in the satisfied criteria amounted 72.69 percent. Consumers of duck
products on the loyalty pyramid were categorized as loyal, because 83.33
percent of them were committed buyer.
Penulis: Yunarni Martha
Doloksaribu, Yaktiworo Indriani, Umi Kalsum
Kode Jurnal: jppertaniandd160891
