ANALISIS FAKTOR YANG MEMPENGARUHI LOYALITAS PELANGGAN DALAM PEMBELIAN KAIN MAJUN

Abstract

This undergraduate thesis examined the kinds of factors that influenced the customer’s loyalty in purchasing rags cloth. The Sukses Jaya Abadi is one of the companies that distribute rags in Surabaya. Rags are leftovers pieces of cloths (not wasted cloths) which are sewn together into a multipurpose cloth. The aims of this undergraduate thesis were to find out the reasons behind prospective customers’ loyalty to their old supplier, and to find out the best strategy to implement in order to build the customers’ loyalty. The research was conducted by interviewing and observation. Interviews were conducted to the customers of the Sukses Jaya Abadi, the rags buyers in Surabaya, and the rags suppliers in Surabaya. The interview results were used as a basic foundation to determine the kinds of factors that influence the customers’ loyalty. From the research result, it was indicated that the factors influencing the customers’ loyalty in purchasing rags are Guanxi (personal relationships) and Xinyong (deep belief). Good relations between buyers and sellers are required, in the Asian market. When the supplier can meet the customers’ expectations, the customers will often recommend their supplier to their relatives and friends. Therefore, in the Asian market, businessmen prefer to do business with people that they already know.