Dewi, Chandra Surya (2025) TINGKAT LOYALITAS PELANGGAN ROTI GEPENG ZB DI KECAMATAN BEKASI TIMUR KOTA BEKASI. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
The bakery industry in Indonesia continues to grow along with the increasing demand for practical and affordable food. One local brand, ZB flatbread, faces tight competition in East Bekasi and thus needs to evaluate consumer loyalty. This study aims to examine the level of consumer loyalty toward the ZB flatbread product in East Bekasi District, Bekasi City. In the increasingly competitive bakery industry, consumer loyalty plays a crucial role in sustaining business success. A quantitative approach was applied using structured questionnaires distributed to 100 respondents who are consumers of ZB flatbread. The collected data were analyzed using a descriptive quantitative method through a loyalty pyramid consisting of five levels: switcher buyer, habitual buyer, satisfied buyer, liking the brand, and committed buyer. The results reveal that most consumers fall into the highest loyalty category, namely committed buyers, reflecting strong emotional attachment and loyalty to the product, which is supported by satisfying consumption experiences, consistent product quality, and repeated purchasing behavior. These findings provide valuable insight for producers to develop more effective marketing strategies aimed at maintaining and increasing customer loyalty, in a highly competitive bakery market. Keywords: bread industry, ZB flatbread, loyalty level
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | |||||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | industri roti, roti gepeng ZB, tingkat loyalitas | |||||||||
| Subjects: | Deskriptif Manajemen Pemasaran |
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| Faculty: | Fakultas Pertanian > Agribisnis S1 | |||||||||
| Depositing User: | Ms. Chandra Surya | |||||||||
| Date Deposited: | 03 Feb 2026 06:09 | |||||||||
| Last Modified: | 03 Feb 2026 06:09 | |||||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/9177 |
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