Analysis of customer loyalty towards purchasing multifloral Honey products

Natasha Karenina Suhadrianto; Pudji Muljono; Irni Rahmayani Johan

doi:10.38156/imka.v6i1.746

Natasha Karenina Suhadrianto IPB University
Pudji Muljono IPB University
Irni Rahmayani Johan IPB University

DOI: https://doi.org/10.38156/imka.v6i1.746

Keywords: bee product, customer loyalty, generation group, multifloral honey, supplement

Abstract

This study analyzes customer loyalty in purchasing multifloral honey across generational cohorts in the Jabodetabek area. Using a quantitative survey of 135 respondents and Customer Loyalty Index (CLI) analysis with Microsoft Excel and SPSS, the results show that overall consumers are categorized as loyal (CLI = 72.32%). Generation Y demonstrates the highest loyalty (74.83%), followed by Generation Z (71.87%), while Baby Boomers and Generation X show comparatively lower loyalty (68.32%). Despite overall loyalty, price sensitivity significantly influences repurchase intention across all generations. Younger generations exhibit stronger attitudinal loyalty, whereas older generations display behavioral loyalty but are more sensitive to price changes. The findings suggest that marketers should maintain price stability and strengthen online sales strategies while ensuring product availability in physical stores to sustain loyalty.

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