ANALISIS FAKTOR – FAKTOR YANG MEMPENGARUHI KESETIAAN KONSUMEN MEREK MINUMAN GULU-GULU DI KOTA DENPASAR PROVINSI BALI

Abstract

This study aims to determine consumer attitudes and satisfaction with consumen
loyalty gulu-gulu brand drinks, where the population used in this activity is the people of
Denpasar city who have ever drank brand gulu-gulu drinks whose number is unknown
(unknown population) with a sample of 96 people. Data collection techniques which is used
is literature study, observation and questionnaire with one sample test analyse .The results of
testing the validity of each research instrument statement on the variables of consumer
attitudes and consumer satisfaction are valid because they are above the validity standard,
which is > 0.300. Based on the SPSS output of the reliability test of the variables of
consumer attitudes and consumer satisfaction in the statement. reliability because it is more
than 0.6 . test one sample formula t-test one sample. The value of t table can be calculated
using dk=n-1 (96-1=95) with a degree of error of 5%, (0.05) then the value of t table = 1.665
, because the value of tcount is greater than ttable (65.219> 1.665) then it falls in the area of
acceptance Ha means that Ha accepts and Ho is rejected, so consumer attitudes and customer
satisfaction are above the predetermined criteria, namely 70%. Suggestions for companies are
that companies must be able to innovate both in terms of taste, packaging and other
advantages so that consumers can increase customer satisfaction which will have an impact
on consumer attitudes towards products.