ANALISIS TINGKAT LOYALITAS MEREK PRODUK BURGER KING (Studi Pada Outlet Burger King Hartono Mall Yogyakarta)

Abstract

This study aims to explain the level of brand loyalty to Burger King Hartono Mall Yogyakarta customers and explain the pyramid shape of Burger King Hartono Mall Yogyakarta brand loyalty. The type of research used in this research is descriptive research. The sample used is as many as 70 respondents who are Burger King customers who have made a purchase at the Burger King Hartono Mall Yogyakarta Outlet. The analysis used in this research is a descriptive analysis method. This descriptive analysis method uses 4 stages of calculation, namely cross tabulation, average, standard deviation, and percentage. The results of this study indicate that the level of brand loyalty from the Switcher buyer level has a weight of 85.7%, the level of habitual buyers is 29.3%, the level of satisfied buyers is 75.7%, the level of Likes the brand is 69.5%, the level of committed buyers by 39.5%. Based on the results of the weighted values, the shape of the pyramid of brand loyalty is a normal pyramid that tends to be irregular, and is dominated by Switchers. So that the level of loyalty of the Burger King brand is relatively weak and Burger King needs to improve the position of customers to committed buyers

Keywords: Switcher Buyer, Habitual Buyer, Satisfied Buyer, Likes The Brand, Committed buyer