Models of Consumer Loyalty toward Local and Imported Vegetables in Pekanbaru City, Riau Province: A Comparative Approach

Mery Berlian, Abdul Wahib Muhaimin, Nuhfil Hanani, Silvana Maulidah

Abstract

Vegetables are one of the food ingredients that are important for health. Vegetables contain various nutrients that the body needs, such as vitamins, minerals, and fiber. In Indonesia, there are two types of vegetables that are commonly consumed: local and imported. The purpose of this study was to identify factors that influence consumer loyalty to local and imported vegetables. This study uses quantitative research methods with a comparative approach. Data collection techniques used in this study were literature studies, observations, and questionnaires. The data that has been collected is then analyzed using the SPSS program. The results showed that product quality, price, and ease of obtaining are the factors that have the greatest influence on consumer loyalty to local and imported vegetables. Therefore, to increase consumer loyalty to local and imported vegetables, it is necessary to improve product quality, competitive prices, and ease of obtaining vegetables.

 

Keywords: consumer loyalty; local vegetables; imported vegetables

 

DOI：10.62321/issn.1000-1298.2024.04.08



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