PENGARUH ATRIBUT PRODUK TERHADAP LOYALITAS KONSUMEN KECAP MANIS MEREK KENTJANA DI KABUPATEN KEBUMEN

Abstract

Consumption of sweet soy sauce tends to increase every year so as to create tight trade competition between soy sauce agroindustry. CV Srikandi Makmur Sejahtera is one of the soy sauce agroindustry which in recent years has experienced a decline in production capacity. Therefore, CV Srikandi Makmur Sejahtera needs to pay attention to consumer loyalty so that it can maintain its business. The purpose of this study was to analyze the effect of product attributes on consumer loyalty for Kentjana brand sweet soy sauce products in Kebumen Regency. The basic method in this research is causal comparative. The research location is in Kebumen Regency. Sampling using accidental sampling with a total of 100 respondents. Test instruments and data analysis using tools, namely Microsoft Excel 2010 and IBM SPSS Statistic 22 software. The results showed that product attributes, namely brand, price, quality and packaging together had a positive and significant impact on consumer loyalty for Kentjana brand sweet soy sauce products in Indonesia. Kebumen Regency with the brand variable that has the most dominant influence. The brand and quality variables individually have a significant effect on consumer loyalty for Kentjana brand sweet soy sauce products in Kebumen Regency. The price and packaging variables individually have no significant effect on consumer loyalty for Kentjana brand sweet soy sauce products in Kebumen Regency.

Keywords: soy sauce, kentjana, product attributes, consumer loyalty.