Analysis of Loyalty Level of Farmers to Core Companies in Partnership Chicken Broiler PT. Multi Sarana Pakanindo in Brebes Regency
This study aims to determine the implementation of the ongoing partnership at PT Multi Sarana Pakanindo
in Brebes district, to determine the effect of product quality variables, service quality, company image,
farmer satisfaction and to determine the effect of farmer satisfaction on farmer loyalty. This research uses
descriptive analytic method. This research was conducted by distributing questionnaires with a total of 26
respondents. This data collection technique is through a questionnaire that has been tested for validity and
reliability. Analysis of the data used in this study is the method of Structural Equation Model (SEM) with
an alternative method of Partial Least Square (PLS). The results show that (1) the partnership pattern at PT
Multi Sarana Pakanindo is a business strategy carried out by two or more parties within a certain period of
time to gain mutual benefits with the principle of mutual benefit and mutual strengthening by taking into
account moral responsibility and business ethics. (2) Product and service quality has a positive effect on
farmer satisfaction (3) Company image has a positive effect on farmer satisfaction (4) Farmer satisfaction
has a positive effect on loyalty.
Keywords: Loyalty; Partnership; Consumer Satisfaction; Partial Least Square (PLS); Structural Equation
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