Analysis of Brand Loyalty Level at a T.O Benhil Rice Store in Tasikmalaya Widi Prayoga*, Ratih Hurriyati, Hilda Monoarfa, Heny Hendrayati
Universitas Pendidikan Indonesia
henyhendrayati[at]upi.edu
Abstract
This study aims to measure the level of brand loyalty at a Benhil oncom rice shop in Kota Tasikmalaya. The level of brand loyalty is measured based on five indicators, namely (1) Switcher Buyer, (2) Habitual Buyer, (3) Satisfied Buyer, (4) Liking of The Brand Buyer, and (5) Committed Buyer. This study used a descriptive research design. The subjects of this study were the consumers of Nasi T.O Benhil. While the object of this research is the level of brand loyalty to Nasi T.O Benhil. Sampling was done using purposive sampling technique. The data was collected using a questionnaire instrument, then analyzed with a descriptive approach. The results of this study indicate that the level of brand loyalty at the Nasi T.O Benhil shop based on the five indicators is (1) Switcher Buyer of 66.25% with high criteria- (2) Habitual Buyer is 70% with high criteria- (3) Satisfied Buyer at 84.5% with very high criteria- (4) Liking of The Brand Buyer is 83.25% with high criteria- and (5) Committed Buyer of 84.5% with high criteria. Based on these data, the level of Nasi T.O Benhil brand loyalty in Tasikmalaya City was 77.7% with high criteria.
Keywords: Brand Loyalty- Switcher Buyer- Habitual Buyer, Satisfied Buyer- Liking of The Brand Buyer- and Committed Buyer.
