PENGARUH PRODUK DAN NILAI PELANGGAN TERHADAP LOYALITAS DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (STUDI KASUS : BIBIT KELAPA SAWIT VARIETAS D x P TN.1)

Abstract

Palm oil sector currently has a very important role for the Indonesian economy. Oil palm
plantation business including procurement of seeds business also experienced intense
competition. To win the competition a company must be understand and be able to
implemented marketing management well. One of the important aspect in marketing
management is an understanding of creating customer loyalty. Among the concepts that
influence consumer loyalty is the product quality, customer value and customer
satisfaction. The aim of this study was to examine the effect of the product and the
customer value toward customer loyalty with customer satisfaction as an intervening
variable. Respondents of this study are members of farmers who receive and use the palm
seed varieties D x P TN.1 in West Pasaman totaling 70 farmers. Because the numbers less
than 100, so all the population as respondents. Data were collected by questionnaires. The
analysis showed that the impect of product variable toward satisfaction and loyality of
farmers is positive and significant, and impact of customer value toward satisfaction and
loyality is positive and significant too. Satisfaction variables mediate the effect of the
product on loyalty and also customer value toward farmers loyalty. The findings of this
study provide practical implications for producers of oil seed varieties D x P TN.1 that in
order to increase the farmers loyalty, it is recommended to improve products, customer
value and farmers satisfaction.
Keywords: Loyalty, Satisfaction, Product and Customer Value