Analisis Faktor Brand Loyalty Produk Herbal di Wilayah Cabang Bogor dan Pengaruhnya terhadap Bauran Pemasaran di PT XYZ

Abstract

Tuntutan akan pelarangan AGP oleh pemerintah melalui Peraturan Pemerintah No 18/2009 juncto No 41/2014 tentang peternakan kesehatan hewan menuntut peternak untuk meninggalkan pengobatan bagi ternaknya dari pengobatan kimiawi menuju pengobatan herbal. Obat maupun suplemen herbal merupakan salah satu alternatif solutif terkait pelarangan AGP dan resistensi antibiotik yang berbahaya bagi kesehatan masyarakat. Selama empat tahun sejak peluncuran produk herbal PT XYZ, kesadaran brand produk herbal sangat rendah. Peternak di Wilayah Cabang Bogor belum memiliki loyalitas terhadap produk herbal karena beberapa faktor yang dapat mempengaruhi pembelian berulang. Peranan brand suatu perusahaan menentukan keberhasilan suatu perusahaan untuk terus bertahan dalam dunia bisnis. Faktor-faktor yang mempengaruhi brand loyalty antara lain perceived value, perceived quality, trust, brand competitiveness, product knowledge , physical attribute, dan customer satisfaction yang akan dianalisa menggunakan analisa SEM-PLS. Selanjutnya, dibutuhkan strategi dalam peningkatan brand loyalty Produk Herbal agar menjadi produk ‘Top of Mind’ di kalangan peternak Bogor terhadap bauran pemasaran 7P (product, place, promotion, physical evidence, people, price dan process). Dalam penelitian ini, pilihan strategi berupa prioritas tersebut akan dianalisis menggunakan metode ANP Analitical Network Procces untuk menyusun strategi terhadap brand loyalty dari Produk Herbal di Wilayah Cabang Bogor. Berdasarkan hasil penelitian mengunakan analisis SEM-PLS didapatkan faktor-faktor yang dapat membangun brand loyalty Produk Herbal antara lain kepercayaan, daya saing, kepuasan pelanggan, dan edukasi. Selanjutnya, trust diidentifikasi sebagai variabel yang berpengaruh paling besar dalam menciptakan brand loyalty. Pada Analisa ANP di PT XYZ di Wilayah Cabang Bogor yaitu mengunakan faktor yang signifikan yang berasal dari hasil penelitian SEM-PLS yang dihubungkan dengan tujuh aspek 7P antara lain product, people, process, price, physical evidence, place dan promotion. Strategi yang memiliki bobot paling besar yaitu peningkatan sertifikasi brand produk herbal, selanjutnya pada bauran pemasaran yaitu peningkatan kualitas dan khasiat produk hehrbal. Pada aspek people penetapan target yang sesuai kepada personil menjadi hal yang terpenting untuk menunjang strategi loyalitas peternak, sedangkan aspek process trial performance menjadi strategi untuk memastikan produk sesuai dengan harapan. Pada aspek harga, harga kompetitif menjadi prioritas, serta aspek physical evidence peningkatan infrastruktur pelayanan menjadi prioritas utama untuk menunjang kebutuhan peternak. Aspek promosi yang menentukan dalam peningkatan loyalitas konsumen ialah direct marketing dan personal selling.

The demand for the prohibition of AGP by the government through Government Regulation No. 18/2009 junto No. 41/2014 concerning animal health husbandry requires farmers to abandon treatment for their livestock from chemical treatment to herbal medicine. Medicines and herbal supplements are one of the alternative solutions related to the prohibition of AGP and antibiotic resistance which are harmful to public health. During the four years since the launch of Produk Herbal products, awareness of the herbal product brand has been very low. Farmers in the Bogor Branch Area do not yet have loyalty to herbal products due to several factors that can affect repeat purchases. The role of a company's brand determines the success of a company to continue to survive in the business world. Factors that affect brand loyalty include perceived value, perceived quality, trust, knowledge, physical attributes, and customer satisfaction which will be analyzed using SEM-PLS analysis. Furthermore, a strategy is needed to increase Produk Herbal's brand loyalty to become a 'Top of Mind' product among Bogor farmers. In this study, the choice of strategy in the form of priorities will be analyzed using the ANP Analytical Network Process method to develop a strategy for brand loyalty from Produk Herbal. Based on the results of the analysis of what factors can build herbal product brand loyalty to customers. This study builds a comprehensive model that expands brand loyalty, builds trust, competitiveness, and customer satisfaction, and education is found to play an important role in determining brand loyalty strategy. Furthermore, consumer satisfaction with the brand of the herbal product was identified as an influential variable in creating brand loyalty. The ANP analysis of PT XYZ in the Branch Area Bogor uses a strategic priority of significant factors accompanied by seven aspects such as product, people, process, price, physical evidence, place, and promotion. In the aspect of product quality and efficacy improvement as a priority aspect of the strategy, the people aspect of setting appropriate targets for personnel is the most important thing to support the breeder loyalty strategy, while the process trial performance aspect becomes a strategy to ensure the product meets expectations. In the price aspect, competitive prices are a priority, and the physical evidence aspect of improving service infrastructure is a top priority to support the needs of farmers. Meanwhile, the aspect of distribution expansion is the focus of network development to ensure fast, precise and friendly service and delivery. Promotional aspects that determine increasing consumer loyalty are direct marketing and personal selling.