Harsoyo, Nusa Dewa (2014) ANALYSIS OF CUSTOMER SATISFACTION AND LOYALTY OF CONSUMERS TO SALES (Case Study On Jenang Beras Ketan As The Superior Product In Jenang Mirah Halal Sertified on Period 2014-2015). S1 Undergraduate thesis, UNIVERSITAS DARUSSALAM GONTOR.

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Abstract

Economic fluctuations in Indonesia was not affecting the food and beverage industry. Kind of have to still go smoothly because the public needed food. The food is basic needs to be met and are not influenced by the economic situation in indonesia. One of the famous traditional food venture in Ponorogo i.e. Jenang Mirah, this industry is located in the village of Josari, district Jetis, Ponorogo, East Java province. The industry has been established since decades ago precisely around 1955. The name "Jenang Mirah" it self is derived from the name of the esteemed mrs Mirah. Jenang beras ketan is a traditional food produced in Ponorogo made from glutinous rice, native coconut sugar/brown sugar, coconut, fruit and coconut milk without preservatives. In 2013 on Idul Fitri omset of industry is grow shraply 50% of H-7-H +7 because the number of orders and buyers from outside the town or in the city. Demand was evidenced by the large number of Booker since approximately 10 days before Idul Fitri. Marketing strategy this jenang is now quite easy, they don't have to bother distributing it to retail traders. Because every day there have been many merchants who are lining up to buy jenang in Jenang Mirah is party up for sale again. This research using quantitative models of field research with survey method as deployment question form to consumers and interviews, the sample used is obtained by using non-random sampling. Data is collected in two stages, first to discover which foods are most preferred by using equations Weigthed Mean, then to analyze the correltion between customer satisfaction and customer loyalty and to analyze the correltion of costumer satisfaction and costumer of loyalty to sale in Jenang Mirah. The results of the initial analysis using the Weighted Mean the formula that serves as the flagship product in Jenang Mirah, jenang beras ketan getting value 4.75. Further analysis shows that the correlation between customer satisfaction and loyalty shown figures (0,439) under 0.5 has a weak positive relationship, so when consumer satisfaction increased the loyalty of consumers on the company's products will grow. And to influence consumer satisfaction and loyalty of consumers toward sales figures shows (0,564) above 0.5 had a strong positive relationships in Jenang Mirah, so the frame when consumer loyalty and consumer satisfaction is improved then the sale will increase due to the large number of goods that have been purchased by consumers and the company's turnover increased. Finally the author hopes this thesis would be beneficial for all, especially for the development of economic science in the field of marketing. And for researchers with expected to meet shortfalls that exist on this thesis by doing empirical research or research which can strengthen these studies.

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