Siti , Meisa Rosfenda (2023) PEMASARAN, SIKAP DAN LOYALITAS KONSUMEN PRODUK AYAM GORENG SAMBAL LADAS MELALUI E-COMMERCE. FAKULTAS PERTANIAN, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
This study aimed to identify the type of e-commerce used and analyze attitudes, the performance of e-services attributes and the level of customer loyalty on the marketing of fried chicken of Sambal Ladas (FCSL) products by e-commerce. The research was conducted by a survey method at the outlet of the FCSL business centre. The number of samples were 75 consumers who were determined by purposive and quota sampling techniques. The research data was collected in December 2022 – January 2023 and analyzed by descriptive analysis, Fishbein Multiattribute model, Importance Performance Analysis (IPA) and loyalty pyramid. The results showed that the social media or e-commerce that was most often used to access information was Instagram because the information was up to date and the information was clear; while the e-commerce that was most often used on purchases was GoFood because the promotions was more attractive than others. The value of consumer attitude obtained was 348,413 which mean that the consumer attitude was positive and was in like criteria. The results of calculating the performance of the e-services attributes showed that the attributes needed to be improved by the producent of FCSL were the display of product menu variants and product photo descriptions. The results of calculating consumer loyalty to FCSL products showed that the committed buyer value (78,667%) was greater than the switcher buyer value (53,333%). Keywords: E-commerce, FCSL, Fishbein Multiattribute, IPA, Loyalty Pyramid
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | 300 Ilmu sosial > 330 Ekonomi 600 Teknologi (ilmu terapan) > 630 Pertanian dan teknologi yang berkaitan |
| Program Studi: | Fakultas Pertanian dan Pascasarjana > Prodi Agribisnis |
| Pengguna Deposit: | 2301372882 . Digilib |
| Date Deposited: | 09 Jun 2023 04:20 |
| Terakhir diubah: | 09 Jun 2023 04:20 |
| URI: | http://digilib.unila.ac.id/id/eprint/71843 |
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