Analisis Faktor Faktor yang Mempengaruhi Loyalitas Konsumen dalam Pembelian Teh Celup Tobasari PTPN IV secara Online di Kota Medan

Abstract

PT. Perkebunan Nusantara IV is a state-owned company that produces black tea and manages tea commodities covering 4% of its entire plantation business. PTPN IV expanded its tea marketing system online by using their e-commerce services in 2022 through Shopee and Tokopedia applications called “Rumah BUMN PTPN IV.” The purpose of this research is to analyze consumer characteristics and analyzing the factors affecting consumer loyalty in purchasing PTPN IV's Teh Celup Tobasari online in Kota Medan. Sampling in this research conducted by using a non-probability technique precisely by using purposive sampling. The sample size consisted of 80 samples calculated by using the Roscoe formula. The data analysis method used is PLS-SEM (Partial Least Squares-Structural Equation Modeling) through the SmartPLS 4.0 application. The research results showed that from 7 factors: product, price, place, promotion, culture, personal and psychological, show that there are 2 factors influence significantly on consumer loyalty in this research those are: product and promotion, this suggests that indicators on product, such as packaging, taste and presentation and indicators on promotion, such as product information, advertising creativity and promotional attractiveness, play an important role in building consumer loyalty.