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Abstract
Mud crab is a type of crab that is very popular with
seafood lovers because its meat is delicious and rich
in nutrients. In the culinary business, business
owners offer various dishes that rely on mud crab as
the main ingredient, such as crab in sauce, crab in
Padang sauce, pindang crab, crab soup, and so on.
This research aims to determine the extent of
consumer loyalty towards processed mud crab at the
Sembam Ikan Marola Restaurant in Bengkulu City.
The method used was purposive sampling with the
criteria of consumers who had made purchases at
least twice, and data collection was carried out
through a questionnaire involving 96 respondents.
Measurement analysis uses the consumer loyalty
pyramid method. The results of the research show
that the inverted pyramid shape means that
consumer loyalty at the Sembam Fish Marola
Mangrove Crab restaurant has formed strong brand
equity. This type of consumer loyalty falls into the
"Like the product" category with a value of 69%,
which shows that consumers who buy processed
mud crab are those who really like processed mud
crab.
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Copyright (c) 2024 Laila Ahdiati, Indra Cahyadinata, Bambang Sumantri
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