PENGARUH KEPUASAN KONSUMEN TERHADAP KESETIAAAN MEREK PADA WARUNG PEMPEK NY KAMTO YOGYAKARTA

The quality of products and services merely are determined by the consumers, thus the consumers' satisfaction can only be reached by giving the best quality. It is very important to build the consumers' satisfaction, measurement, as well as identification of factors that influence the satisfaction. In the era of conventional marketing, many marketers believe that the loyalty of the consumer is basically built because there is satisfaction from the consumer. In this era, the marketers tbily realize that the loyalty of the consumer is an important drive to create the selling. This research airas to analyze the influence of Attributed related to the product, Attributed related to the service, and Attributed related to the purchase on the loyalty to the brand of traditiona1 food Pempek Ny. Kamto Yogyalcarta. The independent variables in this research are the attributes forming the consumers' satisfaction that cover Attributed related to the product, Attributed related to the service, and Attributed related to the purchase. The dependent variable used on this research is the loyalty to the brand. The result from ANOVA test or F test shows the F count 154,738 with level of significant 0,000 and therefore the probability of 0,000 is smaller than standard of significant 0, 05, thus it can be said that variables Attributed related to the product, Atnibuted related to the service, and Attributed related to the purchase are simultaneously influencing the loyalty of the brand.