Materi Ilmu komunikasi

ABSTRACT

This is a research which observes the relationship between customer satisfaction and their loyalty to The Prime Steak & Ribs Restaurant. The customer satisfaction is measured through some attributes such as, attributes related to the product, attributes related to the service, and attributes related to the purchase. Meanwhile, the loyalty of its brand is measured through habitual behaviour, switching cost, satisfaction, liking of the brand and commitment. The result of the research reveals that customer satisfaction levels to The Prime Steak & Ribs Restaurant tends to be good. Some attributes still have a variety of high grade, and there is a positive causal influence that is significant between the customer satisfaction and the loyalty of the brand. Thus, the result of the research is relevant and at the same time supports the theory of brand loyalty.

Keywords: satisfaction, brand loyalty.

ABSTRACT

One of effort to be company able to face the emulation is by creating and maintaining customer especially loyal customer because they represent the opportunity get the new customer and the end recurring purchasing will be able to improve the sale and able to maintain the position which either in marketing.

This research aim to know the factors determining customer loyalty to brand of Teh Botol Sosro and variable deputizing every factor determining customer loyalty to brand of Teh Botol Sosro. This Research started from date of 23 February 2005 up to 21 March 2005. This Research location selected by purposive in Denpasar town. Analysis used in this research as factor analysis that analysis which can be used to trace some factor from a number indicator or variable determining customer loyalty to brand of Teh Botol Sosro.

Result of analysis indicate that the factors determining customer loyalty to brand of Teh Botol Sosro there is 7 factor, that is performance, features, conformance to specification, reliability/durability, serviceability, perceived quality, and esthetics. While variable deputizing every factor determining customer loyalty to brand of Teh Botol Sosro there is 15 variable, that is product hygiene, as according to food, and product benefit deputizing performance factor; company brand, feel the product, and size measure product deputizing features factor; security consume and quality of packaging deputizing conformance to specification factor; product perfection to consumer and product resilience to all kinds of weather deputizing reliability/durability factor; amenity obtain the product deputizing service factor; product price and company promotion deputizing perceived quality factor; aroma of product and product color deputizing esthetics factor.

Offer suggestion at company that is company can more selective again in useful life tidiness so that tidiness to consumer always good in a condition. Company also can make the sign of a period to going into effect bigger so that customer can know clearly what product which they buy still be competent or not to be consumed. Company reputation have to be able defended by remain to yield the quality product so that will generate belief in society.

Key words: Product,Customer Loyalty, Factor Analysis

full Factors Influencing Customer Loyalty

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