AKTIVITAS DAGADU DALAM MEMPERTAHANKAN LOYALITAS MEREK DI YOGYAKARTA TAHUN 2013

This research aims to know the Dagadu activity in maintaining brand loyalty by 2013. In the background of the problems found that so intense market competition in ketegori similar products demanding the company should have a good strategy for activity in the face of competitors, especially in the city of Yogyakarta. Brand loyalty is the size of the attachment to the customers of a brand. There are several components of the measurement of brand loyalty that include behavior measures (measurement of behavior), the switching cost (cost of passage), measuring satisfaction (measuring satisfaction), liking of the brand (brand's favorite), commitment (commitment). Research methods used in this research is descriptive and case studies are analyzed qualitatively. Time and location of the research was in November 2014, which is located on Jalan IKIP PGRI No. 50, Sonopakis, Yogyakarta, Indonesia. Informants are taken based on the sampling technique, with two informants of the Dagadu IE General Manager Marketing Dagadu, Marketing Officer and 2 men from the consumer, i.e. consumers who have previously visited and purchased products Dagadu at least 3 times. Method of collecting data using interviews and documentation. Technique of data analysis is qualitative. And test the validity of the data used is triangulation. Based on the results of the discussion and conclusions, with regard to the activities carried out in maintaining brand loyalty with Dagadu way in terms of pelayananya, maintaining and applying the quality values of Yogyakarta culture.