Denis Anang Fauzi, - (2022) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN BENIH PADI INPARI 33. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Customer satisfaction mencerminkan tingkat kemampuan perusahaan bertahan dalam ketatnya persaingan yang terjadi di pasar. Customer satisfaction menjadi salah satu fokus perusahaan yang dapat menghasilkan profitabilitas besar serta memaksimalkan laba dan investasi yang telah perusahaan keluarkan. Customer satisfaction menjadi faktor yang penting bagi semua perusahaan, apabila perusahaan tidak mampu memberikan kepuasan pada konsumen itu artinya sebuah perusahaan tersebut tidak akan dapat bertahan dalam persaingan pasar yang semakin ketat, terlebih jika dihadapkan juga dengan ketidakpastian permintaan pasar yang cenderung semakin berubah – ubah, seperti hal yang yang dialami benih padi inpari 33 CV Fiona Benih Mandiri. Salah satu upaya yang dapat dilakukan dengan memperbaiki product quality dan brand image dimana faktor tersebut dapat meningkatkan tingkat customer satisfaction rendah yang dialawi oleh produk benih padi inpari 33 CV Fiona Benih Mandiri. Penelitian ini bertujuan untuk mengetahui tingkat product quality, tingkat brand image, tingkat customer satisfaction, mengetahui pengaruh product quality terhadap customer satisfaction, mengetahui pengaruh brand image terhadap customer satisfaction. Adapun yang menjadi unit analisis dalam penelitian ini adalah petani pelanggan CV. Fiona Benih Mandiri di Daerah Subang dengan jumlah populasi 69 responden sehingga semua dijadikan sampel (sampel jenuh). Pengambilan data dengan cara penyebaran kuesioner. Teknik analisis data yang digunakan adalah PLS (Partial Least Square) dengan alat bantu software komputer Statistical Product for Service Solution (SPSS) 25.0 for window. Hasil temuan dalam penelitian ini menunjukan bahwa terdapat pengaruh positif dan signifikan product quality terhadap customer satisfaction, dan terdapat pengaruh positif namun tidak terlalu signifikan antara brand image terhadap customer satisfaction. Customer satisfaction reflects the level of the company's ability to survive in the intense competition that occurs in the market. Customer satisfaction is one of the company's focuses that can generate great profitability and maximize profits and investments that the company has spent. Customer satisfaction is an important factor for all companies, if the company is not able to provide satisfaction to consumers, it means that a company will not be able to survive in an increasingly fierce market competition, especially if it is also faced with uncertain market demands that tend to be increasingly changing, such as what happened to inpari 33 rice seeds CV Fiona Benih Mandiri. One of the efforts that can be done is to improve product quality and brand image where these factors can increase the low level of customer satisfaction experienced by the Inpari 33 rice seed product CV Fiona Benih Mandiri. This study aims to determine the level of product quality, level of brand image, level of customer satisfaction, determine the effect of product quality on customer satisfaction, and determine the effect of brand image on customer satisfaction. As for the unit of analysis in this study is farmer customer CV. Fiona Benih Mandiri in the Subang area with a population of 69 respondents so that all of them were used as samples (saturated samples). Collecting data by distributing questionnaires. The data analysis technique used is PLS (Partial Least Square) with the help of computer software Statistical Product for Service Solution (SPSS) 25.0 for window.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | SINTA ID : 5984336 SINTA ID : 6127532 |
| Uncontrolled Keywords: | Product Quality, Brand Image, Customer Satisfaction Product Quality, Brand Image, Customer Satisfaction |
| Subjects: | H Social Sciences > HC Economic History and Conditions L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Denis Anang Fauzi |
| Date Deposited: | 07 Jun 2023 01:49 |
| Last Modified: | 07 Jun 2023 01:49 |
| URI: | http://repository.upi.edu/id/eprint/90862 |
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