ANALISIS PERSEPSI DAN LOYALITAS KONSUMEN TERHADAP ROTI BAKERY PADA ELNA BAKERY DI KOTA BUKITTINGGI

RIMA, AGUSTINA (2014) ANALISIS PERSEPSI DAN LOYALITAS KONSUMEN TERHADAP ROTI BAKERY PADA ELNA BAKERY DI KOTA BUKITTINGGI. Diploma thesis, Universitas Andalas.

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Abstract

Elna Bakery is the only one bread industry with medium scale enterprise in Bukittinggi city. This research aim to identify customer characteristic of bread bakery, to analyze customer perception towards product quality attribute of bread bakery and to analyze loyality level of bread bakery customer at Elna Bakery in Bukittinggi city. This research used descriptive method which conducted with survey while customer perception were analyzed by using IPA (importance performance analysis) method. Respondents for this study were selected using accidental sampling. The research finds that, the characteristic of customers who buy bread bakery are respondents with income more than Rp 3000.000 per month, this can be understood because the price of the bread is relatively expensive, so Elna Bakery has different market segmentation from its competitors. For once purchasing, the respondents spent Rp 20.000 – Rp 50.000. This expenditure is relatively small because main purpose of the purchasing is only as snack. Moreover the low percentage of committed buyer on pyramid of loyality have caused the pyramid began to shrink on committed buyer level, this indicates that Elna Bakery has only a few customers who has been loyal. This is due to attribute that are considered important by customer were not implemented in accordance with customer expectation. Based on IPA analysis, those attributes are in quadrant I (top priority), which are politeness and hospitality of employee, service speed, and comfort of shop and outlet. Therefore it is recommended to Elna Bakery to improve immediately the performance of attribute in quadrant I, due to customer dissatisfaction will be reason of customer to devolve to competitor’s brand. Keywords : perception, loyality, bread

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