PENGARUH KENAIKAN HARGA JUAL BAHAN BAKAR MINYAK TERHADAP LOYALITAS KONSUMEN DI BOBER CAFÉ BANDUNG

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PENGARUH KENAIKAN HARGA JUAL BAHAN BAKAR MINYAK TERHADAP LOYALITAS KONSUMEN DI BOBER CAFÉ BANDUNG

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Title: PENGARUH KENAIKAN HARGA JUAL BAHAN BAKAR MINYAK TERHADAP LOYALITAS KONSUMEN DI BOBER CAFÉ BANDUNG
Author: Ramadhan R, Yunan
Abstract: Business culinary competition at the moment is growing rapidly. Proven with many new restaurants with a variety of innovations. The selling price is one form of competition that can be created, so that the company can create the income stabilization. The price is a burden that is given to the consumer to get a need and desire. The purpose of this research is to know the perceptions of consumers about the rising price of fuel oil in Indonesia are able to influence the loyalty of consumers in Bober Café. Selling price of qualitative indicators be has its own pricing, profitoriented, i.e. that every company always choose a price that can generate the most profit is high and can prevent the entry of competitors, retain consumer loyalty can be seen in re-purchase (rebuying). The type of research used descriptive study is used to describe the influence of the increase of fuel oil selling price to the consumer loyalty in Bober Café. Data were collected using a questionnaire which was distributed randomly to the consumers in the Café and the Bober supported by secondary data about the café. The Data collected in the foxes to tabulate numbers, as well as in the transformation of the original data for the ordinal data into intervals that are then tested and analysed using the test validity, reliability testing, and regression test is simple. The results of the test of simple regression analysis show that variable selling price positive and significant influential variable against the loyalty of consumers. After doing this research, the advice given to the improving quality of Bober Café products such as increased food quality and performance of employees. again so that consumers are very loyal in buying products on the Bóbr Café, because with the new selling price after the increase in fuel oil consumers would be more sensitive to the products they consume.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/2975
Date: 2013


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