Analisis Kepercayaan Konsumen terhadap Roti Aoka di Pamarayan

Abstract

This study aims to analyze consumer trust levels toward Roti Aoka in the Pamarayan region. Roti Aoka, a flagship product of PT Indonesia Bakery Family, is widely known for its affordability (IDR 2,000–IDR 4,000) and good quality. Using a survey questionnaire method with purposive sampling, 100 respondents were selected based on their experience consuming Roti Aoka. The data shows that 97.2% of respondents are familiar with the product, while 98.1% have purchased it. The majority of respondents (81.1%) expressed satisfaction or high satisfaction with the product's quality, taste, and price. However, there is room for improvement, with 39.6% of respondents giving neutral responses regarding quality. This study highlights the importance of flavor innovation, ingredient education, and service enhancement to maintain consumer loyalty.