Analysis of Factors Affecting Loyalty of NAGA Supermarket Customer, Ciracas, East Jakarta
Keywords:factors, loyalty, customer, customer loyalty
This study aims to determine the factors that affect customer loyalty of NAGA Swalayan Ciracas, East Jakarta. The method used in this research is qualitative research methods. The population in this study were all visitors to NAGA Swalayan Ciracas, East Jakarta and their activities from March 2020 to May 2020 with a sample of visitors to NAGA Swalayan Ciracas, East Jakarta who match the criteria determined by the researcher. The instrument in this study used open interviews by selecting key informants as data sources, namely customers of NAGA Swalayan Ciracas, East Jakarta. The results of this study indicate that the factors affecting customer loyalty of the first NAGA Swalayan Ciracas East Jakarta are due to the price factor. In setting prices, NAGA Swalayan Ciracas East Jakarta has adjusted its products to prices that are in accordance with standards. Even many customers think that the price of products sold at NAGA Swalayan Ciracas, East Jakarta is much cheaper and affordable compared to other supermarkets. In addition, the products that are sold are also diverse and can be said to be quite complete as well as other larger supermarkets. And the quality of service provided is also quite good, where the employees and employees have a clean and tidy appearance and are friendly and polite to their customers. In addition, employees are also responsive in responding and helping customers find the product they are looking for so that it makes customers comfortable in shopping, and the information provided is clear enough.