Analysis of Brand Loyalty Level at T.O Benhil Rice Store in Tasikmalaya

Abstract

This study aims to measure the level of brand loyalty at T.O Benhil rice shop in Tasikmalaya. The level of brand loyalty is measured based on five indicators, namely (1) Switcher Buyer, (2) Habitual Buyer, (3) Satisfied Buyer, (4) Liking of The Brand Buyer, and (5) Committed Buyer. This study used a descriptive research design. The subjects of this study were the consumers of T.O Benhil Rice. While the object of this research is the level of brand loyalty to T.O Benhil Rice. Sampling was done using the purposive sampling technique. The data were collected using a questionnaire instrument, then analyzed with a descriptive approach. The results of this study indicated that the level of brand loyalty at the T.O Benhil Rice shop based on the five indicators was (1) Switcher Buyer was 66.25% with high criteria; (2) Habitual Buyer was 70% with high criteria; (3) Satisfied Buyer was 84.5% with very high criteria; (4) Liking of The Brand Buyer was 83.25% with high criteria; and (5) Committed Buyer was 84.5% with high criteria. Based on these data, the level of T.O Benhil Rice brand loyalty in Tasikmalaya City was 77.7% with high criteria.