Author(s): Jono Mintarto Munandar, Asep Sudarman, Stevia Septiani, Eko Ruddy Cahyadi, Arifah Harsilowati.
This study proposes to investigate the factor of brand loyalty “Produk Herbal” to encourage best practices among farmers to prevent antimicrobial resistance and treat infections in humans, especially in Poultry in Indonesia. The data were collected from 77 poultry farmers (“Produk Herbal” customers) sales representatives’ area of Bogor. Using partial least squares (SEM-PLS), Seventy-seven questionnaires covering factors of trust, brand competitiveness, education promotion, product knowledge, physical attributes, perceived quality, and perceived value of costs have been evaluated. The results indicate that customer satisfaction, perceived value, and perceived quality directly influence brand loyalty. Moreover, the trust variable is the most important factor that can stimulate brand loyalty of “Produk Herbal” to breeders mediated by customer satisfaction. Then, PT XYZ can improve indicators that strongly influence brand loyalty of “Produk Herbal” which are after-sales service, quality, safety, legality, and other to encourage the farmer's commitment. The literature supports variables that directly and indirectly stimulate brand loyalty in Poultry Herbal Medicine. However, there is not much research on appropriate marketing factors for building brand loyalty, particularly in low-market penetration areas, such as the case study of Poultry Herbal Medicine in Indonesia.