PENGARUH PENETAPAN HARGA PRODUK SEMBILAN BAHAN POKOK TERHADAP LOYALITAS PELANGGAN PADA TOKO SWALAYAN DI KOPERASI MEDAL RAHARJA KABUPATEN

Business competition is increasingly intensive. Every enterprise compete with one another to get customers and to achieve an optimum rate of sales. The Supermarket at Medal Raharja Cooperative in District of Sumedang was experiencing the same. So as to be survive and winning competition. The Supermarket has to develop a sound marketing strategy.

This research focussed on the implementation of nine-basic foodstuff and its effect on customers’ loyalty. It was carried out in a descriptive and verificative way, whereas research method used was survey method, Sampling technique used was simple random sampling. Form a population of 150 persons weekly was picked up randomly a sample of 65 persons by using a sample size formula from Slovin and with sampling error rate of 10% ( e=0,1). Data collection techniques used were interview, questionnaire, and observation.

The result showed that customers’ satisfaction on the pricing has been good at satisfaction level of approximately 100%, so that get customers’ satisfaction level of more than 100%, so satisfactory. Whereas for the level of customers’ loyalty it could also be said as good, where there were 4.62% ( 3 persons) of respondent fell into category of customers, 40.00% (26 persons) into advocates and 13.85% (9 persons) into partners.

Coefficient of correlation test resulted in t-count of 7.284, whereas t-table was only 1.999. It could be clearly seen that t-count was larger than t-table so that H1 hypothesis was accepted.

In order to increase the customers’ satisfaction the enterprise could develop customer-oriented strategies or what is well-known as relationship marketing strategies.