Brand Loyalty Analysis Consumers Meatball Product in Makassar, Indonesia

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Irma, Muh. Ridwan, Syahdar Baba

Abstract

Brand loyalty is a measure of a customer's relationship with a brand. A loyal customer will not quickly transfer his purchase to another brand. The correct management and utilization of brand loyalty can be a starting asset for a company. This study was conducted to analyze the brand loyalty of meatball products Sixone 77 and Mangasa in Makassar City. This research uses both descriptive and quantitative methods. Data was obtained from interviews, observations, and literature studies. The sample used was as many as 100 consumers. Analysis of descriptive statistical brand loyalty data using pyramids with likert scale measurements. The parameters observed in brand loyalty consist of committed buyers, liking the brand, satisfied buyers, habitual buyers, and switchers.  The results showed that the brand loyalty level of Sixone 77 meatballs consisted of committed buyers 61%, liking the brand 87%, satisfied buyers 85%, habitual buyers 50%, and switchers 12%, while brand loyalty meatballs Mangasa consisted of committed buyers (18%), liking  the brand 78%, satisfied buyers 75%, habitual buyers 50%, switchers 12%. Based on the results of the study, it can be concluded that the brand loyalty of Sixone 77 meatballs and Mangasa is in the category of liking the brand.

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