FAKTOR-FAKTOR YA NG MENENTUKAN LOYALITAS PELANGGAN TERHADAP MEREK TEH BOTOL SOSRO DI KOTA DENPASAR

Abstract

One of effort to be company able to face the emulation is by creating and maintaining customer especially
loyal customer because they represent the opportunity get the new customer and the end recurring purchasing
will be able to improve the sale and able to maintain the position which either in marketing.
This research aim to know the factors determining customer loyalty to brand of Teh Botol Sosro and
variable deputizing every factor determining customer loyalty to brand of Teh Botol Sosro. This Research
started from date of 23 February 2005 up to 21 March 2005. This Research location selected by purposive in
Denpasar town. Analysis used in this research as factor analysis that analysis which can be used to trace
some factor from a number indicator or variable determining customer loyalty to brand of Teh Botol Sosro.
Result of analysis indicate that the factors determining customer loyalty to brand of Teh Botol Sosro there
is 7 factor, that is performance, features, conformance to specification, reliability/durability, serviceability,
perceived quality, and esthetics. While variable deputizing every factor determining customer loyalty to
brand of Teh Botol Sosro there is 15 variable, that is product hygiene, as according to food, and product
benefit deputizing performance factor; company brand, feel the product, and size measure product deputizing
features factor; security consume and quality of packaging deputizing conformance to specification factor;
product perfection to consumer and product resilience to all kinds of weather deputizing reliability/durability
factor; amenity obtain the product deputizing service factor; product price and company promotion
deputizing perceived quality factor; aroma of product and product color deputizing esthetics factor.
Offer suggestion at company that is company can more selective again in useful life tidiness so that
tidiness to consumer always good in a condition. Company also can make the sign of a period to going into
effect bigger so that customer can know clearly what product which they buy still be competent or not to be
consumed. Company reputation have to be able defended by remain to yield the quality product so that will
generate belief in society.