Pengaruh Atribut Produk Terhadap Loyalitas Konsumen Pada Produk Ice Cream Magnum
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Institusion
STIE Indonesia Banking School
Author
Fanora, Febrika Rizki
Subject
HD28 Management. Industrial Management
Datestamp
2020-11-10 08:55:41
Abstract :
The purpose of this research was to identify what kind of attributes will be considered by consumers in assessing a product and identifying the influence of attributes product to consumer loyalty of Magnumice cream. The contribution of consumer loyalty will increase revenue from reorder sale. Product attributes are the important things to gain customer loyalty. This research uses two methods, firstly: exploratory, this method is use to identify product attributes which are important to consumers, secondly: regression, this method is use to determine the effect of each dimension that is formed from the exploratory research on customer loyalty to customer loyalty. Based on the analysis, there is a conclusion that there are five dimensions of ice cream?s product attributes, such as the Product Quality, Convenience of Consumption, Comfort of Consumption, Customer Service, and Product Design and Packaging. From the T-test results indicates that the variable Product Quality and Comfort of Consumption have a significant relationship with Consumer Loyalty. Keywords: Product Attributes, Customer Loyalty, Magnum, Ice Cream.
The purpose of this research was to identify what kind of attributes will be considered by consumers in assessing a product and identifying the influence of attributes product to consumer loyalty of Magnumice cream. The contribution of consumer loyalty will increase revenue from reorder sale. Product attributes are the important things to gain customer loyalty. This research uses two methods, firstly: exploratory, this method is use to identify product attributes which are important to consumers, secondly: regression, this method is use to determine the effect of each dimension that is formed from the exploratory research on customer loyalty to customer loyalty. Based on the analysis, there is a conclusion that there are five dimensions of ice cream?s product attributes, such as the Product Quality, Convenience of Consumption, Comfort of Consumption, Customer Service, and Product Design and Packaging. From the T-test results indicates that the variable Product Quality and Comfort of Consumption have a significant relationship with Consumer Loyalty. Keywords: Product Attributes, Customer Loyalty, Magnum, Ice Cream.
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