LOYALITAS PETANI GULA SEMUT SEBAGAI MITRA DENGAN PT MIO DI KABUPATEN PURWOREJO
DOI:
https://doi.org/10.30606/js.v6i1.1519Keywords:
partnership, loyalty, coconut sugar farmersAbstract
Loyalty is one of the factors that determines the sustainability of cooperation. The purpose of this study was to to know the loyalty of coconut sugar farmers and to determine the effect of selling price, service quality and facilities on loyalty of farmer partner of PT Mega Inovasi Organik. The research was conducted in December 2017 until January 2018 in District Bagelen Purworejo Regency. The method used in this research was survey method. The population in the study were all of the farmer partner in District Bagelen. The number of respondents were 81 determined with slovin formula, and the respondents were selected by quota sampling. Data were analyzed by multiple linear regression. Before being analyzed, the data were tested using the classical assumption test. The results showed that partially the selling price did not significantly affect the loyalty of the farmers. While, the quality of service and facilities significantly affected the loyalty of farmers. The selling price, service quality and facilities simultaneously significantly affected the farmer’s loyalty.References
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