Satisfaction and loyalty are important factors to mantain and to increase the level of sales. The purpose of this study was to analyze the satisfaction and loyalty to pesticides of paddy farmers. This study used crosssectional design with 100 farmers as samplesthat were chosen by simple random sampling in the village of Cikarawang, District Dramaga, Bogor, West Java. The data was collected by interview techniques using questionnaire.This research used one of pesticides brand that used by paddy farmers at study site. The results showed that the paddy farmers have already satisfied, this result was indicated by CSI value which was 79,14 percent and the proportion of loyalty level mostly in habitual buyer level as much as 41 percent farmers. The analysis revealed a significant positive correlation between the reference group of farmers and the satisfaction of farmers to the pesticides brand. In addition, there was also a significant positive correlation between the frequency of utilization and the brand loyalty of farmers. The model suggested that the family income per capita affect significantly on brand loyalty pesticides among paddy farmers.
Authors submitting manuscripts should understand and agree that copyright of manuscripts published are held Jurnal Ilmu Keluarga & Konsumen. The statement to release the copyright to Jurnal Ilmu Keluarga dan Konsumen is stated in Copyright Release Form. Copyright encompass exclusive rights to reproduce, to distribute, and to sell any part of the journal articles in all form and media. The reproduction of any part of this journal is allowed with a written permission from Jurnal Ilmu Keluarga dan Konsumen.
JURNAL ILMU KELUARGA DAN KONSUMEN (JIKK) Published by Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University Address: Kampus IPB Darmaga, Bogor, West Java, Indonesia, Zip Code: 16680, Email:firstname.lastname@example.org,Phone:+62-8985274754