Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)

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Analysis of Brand Loyalty Level at T.O Benhil Rice Store in Tasikmalaya

Authors
Widi Prayoga1, *, Ratih Hurriyati2, Hilda Monoarfa3, Heny Hendrayati4
1Universitas Pendidikan Indonesia
2Universitas Pendidikan Indonesia
3Universitas Pendidikan Indonesia
4Universitas Pendidikan Indonesia
*Corresponding author. Email: Prayoga90@gmail.com
Corresponding Author
Widi Prayoga
Available Online 12 July 2022.
DOI
10.2991/aebmr.k.220701.036How to use a DOI?
Keywords
Brand Loyalty; Switcher Buyer; Habitual Buyer; Satisfied Buyer; Liking of The Brand Buyer; Committed Buyer
Abstract

This study aims to measure the level of brand loyalty at T.O Benhil rice shop in Tasikmalaya. The level of brand loyalty is measured based on five indicators, namely (1) Switcher Buyer, (2) Habitual Buyer, (3) Satisfied Buyer, (4) Liking of The Brand Buyer, and (5) Committed Buyer. This study used a descriptive research design. The subjects of this study were the consumers of T.O Benhil Rice. While the object of this research is the level of brand loyalty to T.O Benhil Rice. Sampling was done using the purposive sampling technique. The data were collected using a questionnaire instrument, then analyzed with a descriptive approach. The results of this study indicated that the level of brand loyalty at the T.O Benhil Rice shop based on the five indicators was (1) Switcher Buyer was 66.25% with high criteria; (2) Habitual Buyer was 70% with high criteria; (3) Satisfied Buyer was 84.5% with very high criteria; (4) Liking of The Brand Buyer was 83.25% with high criteria; and (5) Committed Buyer was 84.5% with high criteria. Based on these data, the level of T.O Benhil Rice brand loyalty in Tasikmalaya City was 77.7% with high criteria.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
12 July 2022
ISBN
978-94-6239-590-9
ISSN
2352-5428
DOI
10.2991/aebmr.k.220701.036How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Widi Prayoga
AU  - Ratih Hurriyati
AU  - Hilda Monoarfa
AU  - Heny Hendrayati
PY  - 2022
DA  - 2022/07/12
TI  - Analysis of Brand Loyalty Level at T.O Benhil Rice Store in Tasikmalaya
BT  - Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021)
PB  - Atlantis Press
SP  - 178
EP  - 184
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220701.036
DO  - 10.2991/aebmr.k.220701.036
ID  - Prayoga2022
ER  -