An Examination of the Determinants of Small and Medium Enterprise Loyalty in Wheat Flour Product

• Main Authors: Mas Agung, 馬沙貢
• Other Authors: Lin Ku-Ho
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/7shkcr

碩士 === 銘傳大學 === 管理研究所 === 97 === PT ISM Bogasari is one of the largest wheat flour producers in Indonesia. Loyalty on wheat flour, particularly from SME sector is considered will affect the performance of the Producer to compete in the next future. Most of articles analyzed that Satisfaction, Perceived Value, Perceived Product Quality, Trust, and Habit are construct variables that influence into Loyalty. The primary datas on this were selected from Jabotabek (Jakarta, Bogor, Tangerang, and Bekasi) area. The target respondents for the research were Industrial Customer which consumed flour - Indonesian Small and Medium Enterprise. The Structural Equation Modeling (SEM) method with Perceived Value, Perceived Product Quality, Trust, Habit, and Satisfaction construct was employed to measure loyalty construct from 100 respondents. Furtheremore, the SEM will be divided into two testing fit model – measurement fit model and structural fit model. The analysis of measurement fit model through confirmatory analysis give good result for all construct, all of the manifest variable could explain each construct. Moreover the result of variablilty and construct reliability show good result where the value of each constructs were more than 0.7 for variability and more than 0.5 for construct reliability. In structural model fit analysis, there are four construct that statistically have significant impact to SME’s Loyalty - Satsifaction, Perceived Value, Trust, and Habit. Furthermore, the model could be formulated as Loyalty = 0.688 Satisfaction + 0.257 Perceived Value + 0.310 Trust + 0.424 Habit. In order to increase loyalty to the Bogasari brand, PT ISM Bogasari Flourmill is suggested to improve customer satisfaction.