Analisis Kepuasan dan Loyalias Konsumen Roti Unyil Venus di Bogor

Abstract

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