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All Journal Jurnal Ilmu Ilmu Agribisnis: Journal of Agribusiness Science
Agatha, Grace Virginie
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Social Sciences

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ANALISIS PREFERENSI, KEPUASAAN DAN LOYALITAS KONSUMEN TERHADAP KERIPIK PISANG DAN SINGKONG DI SENTRA AGROINDUSTRI KERIPIK DI KOTA BANDAR LAMPUNG Agatha, Grace Virginie; Endaryanto, Teguh; Suryani, Ani
Jurnal Ilmu-Ilmu Agribisnis Vol 8, No 1 (2020)
Publisher : Lampung University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jiia.v8i1.136-143

Abstract

The aims of this research are to analyze consumer?s preferences, satisfaction, and loyalty of banana and cassava chips at chips agroindustry centers in Bandar Lampung. The agro industries were chosen purposively. There were 70 respondents taken by using accidental sampling. Data were collected in May-June 2018 and analyzed descriptively by using Customer Satisfaction Index (CSI) and loyalty pyramid method (switcher buyer, habitual buyer, satisfied buyer, liking the brand buyer, and committed buyer). The results of this research showed that the attributes of banana and cassava chips which become the consumers preferences were low prices, good taste, crispy texture, pleasant scent, harder to get, and attractive packaging. The satisfaction levels of the consumers of banana and cassava chips were both classified as satisfying and loyal consumers.Keywords: banana, cassava, chips, consumers, satisfaction
Co-Authors Ani Suryani Teguh Endaryanto