Home Industry Location On Distributor Loyalty In Kefir Milk Sales At Azet Kefir Tasikmalaya
Keywords:
location, home industry, distributor loyalty\, kefir milk, Azet Kefir TasikmalayaAbstract
This study aims to determine the effect of home industry location on distributor loyalty in selling kefir milk at Azet Kefir Tasikmalaya. The independent variable in this study is location, while the dependent variable is distributor loyalty. The research method used is a quantitative method with a descriptive approach. Data were collected through questionnaires distributed to 30 distributor respondents and analyzed using a simple linear regression test through the SPSS version 26 program. The results showed that location has a positive and significant effect on distributor loyalty, with a regression coefficient value of 0.299 and a significance value of 0.005 (p <0.05). The determination coefficient value of 0.245 indicates that 24.5% of the variation in distributor loyalty can be explained by the location variable, while the rest is influenced by other factors not examined in this study. Thus, it can be concluded that the more strategic and accessible the location of the home industry, the higher the distributor loyalty in selling Azet Kefir Tasikmalaya kefir milk products.
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