(Studi Pada Merek Produk Tabungan Di Lampung)
by : Mahrinasari
Publikasi pada : JURNAL BISNIS DAN MANAJEMEN, Volume 6 No. 2, Januari 2010 ISSN:1411 - 9366)
ABSTRACTPublikasi pada : JURNAL BISNIS DAN MANAJEMEN, Volume 6 No. 2, Januari 2010 ISSN:1411 - 9366)
The consumer’s loyalty is to be a valued asset for the company in order to get competitve advantage toward global competition in the market place. But, this idea is still in doubted as Roy Gony said (2005) that the companies who have high loyal consumers do not automatically have high market share, otherwise having low market share. Therefore, He recommended that the company should previuosly search for what kinds of segmentation should be targeted in order to
get the loyal segemented consumers. This idea is related with Inu Machfud Idea (BMI Research Jakarta, 2008). He said that the company should prevuiously focus on segmentation to get segmented consumers for the sake of getting the loyal segmented consumers. Therefore, this research objective is: 1) to know relationship between demografy segmentation and consumers loyalty toward brand in saving product, 2) to examine the level of consumers loyalty toward brand, and 3) to find out what clasess of demografy segmentation is constibuted to the category of the loyalty level ( High loyalty, Moderate Loyalty, No Loyalty, and Very Not Loyalty).
The results shows that demografy segementation (gender, age, education, kinds of job, and income) overall significantly do not related with the level of consumers loyalty, based on Chi-square statistics test of α = 0,05. However, there are interesting results that there is relationship between job segmentation variable and income segementation with saving frequency. Also, there is significantly relationship between age and the amount of saving value, and between education and the amount of saving value, between job and the amount of saving value, and between income and the amount of saving value. The segmentation that gives highest constribution to the saving frequency, the amount of saving value, and the level of consumer’s loyalty is the man segmentation, private employees, and S1 education, and age of 22-26 years, and having income more than IDR2.000.000.
Other results show that the saving frequency and the amount of saving value significantly are not related with the level of consumer’s loyalty, the same as Roy Goni said (2005).
Keyword : Segmentation, and Consumer’s Loyalty
I. PENDAHULUAN
1.1 Latar Belakang
Loyalitas konsumen pada suatu merek produk saat ini masih dipertimbangkan sebagai strategi bisnis untuk mempertahankan konsumen lama dan bahkan diharapkan dapat menambah konsumen baru terutama dalam menghadapi persaingan diantara merek produk dalam kondisi pasar yang sangat kompetitif yang semakin meningkat.
Menurut Hermawan Kertajaya dari MarkPlus and Co (Swa, Sept-Oktober 2003, hal. 38) bahwa loyalitas membuat konsumen melakukan pembelian ulang, lalu mereferensikan produk/jasa yang digunakannya pada orang lain, dan yang terpenting diharapkan mampu bertahan atau komit untuk tetap menggunakan produk/jasa tersebut walaupun banyak godaan tawaran dari suatu merek produk/jasa melalui daya tarik komunikasi yang dilakukan.
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get the loyal segemented consumers. This idea is related with Inu Machfud Idea (BMI Research Jakarta, 2008). He said that the company should prevuiously focus on segmentation to get segmented consumers for the sake of getting the loyal segmented consumers. Therefore, this research objective is: 1) to know relationship between demografy segmentation and consumers loyalty toward brand in saving product, 2) to examine the level of consumers loyalty toward brand, and 3) to find out what clasess of demografy segmentation is constibuted to the category of the loyalty level ( High loyalty, Moderate Loyalty, No Loyalty, and Very Not Loyalty).
The results shows that demografy segementation (gender, age, education, kinds of job, and income) overall significantly do not related with the level of consumers loyalty, based on Chi-square statistics test of α = 0,05. However, there are interesting results that there is relationship between job segmentation variable and income segementation with saving frequency. Also, there is significantly relationship between age and the amount of saving value, and between education and the amount of saving value, between job and the amount of saving value, and between income and the amount of saving value. The segmentation that gives highest constribution to the saving frequency, the amount of saving value, and the level of consumer’s loyalty is the man segmentation, private employees, and S1 education, and age of 22-26 years, and having income more than IDR2.000.000.
Other results show that the saving frequency and the amount of saving value significantly are not related with the level of consumer’s loyalty, the same as Roy Goni said (2005).
Keyword : Segmentation, and Consumer’s Loyalty
I. PENDAHULUAN
1.1 Latar Belakang
Loyalitas konsumen pada suatu merek produk saat ini masih dipertimbangkan sebagai strategi bisnis untuk mempertahankan konsumen lama dan bahkan diharapkan dapat menambah konsumen baru terutama dalam menghadapi persaingan diantara merek produk dalam kondisi pasar yang sangat kompetitif yang semakin meningkat.
Menurut Hermawan Kertajaya dari MarkPlus and Co (Swa, Sept-Oktober 2003, hal. 38) bahwa loyalitas membuat konsumen melakukan pembelian ulang, lalu mereferensikan produk/jasa yang digunakannya pada orang lain, dan yang terpenting diharapkan mampu bertahan atau komit untuk tetap menggunakan produk/jasa tersebut walaupun banyak godaan tawaran dari suatu merek produk/jasa melalui daya tarik komunikasi yang dilakukan.
Aaker, David A (1997, hal. 69) menyebutkan, loyalitas konsumen pada merek memberikan nilai strategis bagi perusahaan jika .......................... . . . . . . . . . . . . (baca selengkapnya)
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Lengkap dikompilasi oleh/ HUBUNGI :
Kanaidi, SE., M.Si (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service
Quality and Motivation
Trainer, Dosen Marketing Management, Praktisi
Bisnis)
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BANDUNG 40151
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087822984716 Telp/Fax. 022-4267749
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