Nastiti, Ellyza Rinda (2018) Analisis Faktor Yang Mempengaruhi Switching Barrier (Hambatan Berpindah) Terhadap Loyalitas Pelanggan Tahu Tuna “Eza Mandiri” (Studi Kasus Di Kabupaten Pacitan, Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Lautan Indonesia memiliki banyak potensi perikanan, salah satunya adalah ikan tuna. Ikan tuna dapat diolah menjadi berbagai inovasi produk baru agar dapat meningkatkan kepuasan pelanggan sehingga dapat memenangkan persaingan di pasar yang semakin ketat. UD. Eza Mandiri merupakan perintis inovator di Kabupaten Pacitan yang menciptakan inovasi produk tahu tuna sejak tahun 2009. Semakin banyak tahu tuna produksi pengusaha lain, mendorong UD. Eza Mandiri berupaya agar konsumen tidak berpindah ke produk lain. Salah satu caranya adalah dengan mengevaluasi loyalitas pelanggan tahu tuna dengan menganalisis faktor-faktor paling dominan mempengaruhi hambatan berpindah (switching barrier) terhadap
English Abstract
The Indonesian ocean has many potential fisheries, one of which is tuna fish. Tuna fish can be processed into new product innovations in order to increase customer satisfaction so it can be the winner in an increasingly tight market. UD. Eza Mandiri is an innovator pioneer in Pacitan Regency that has created tuna product innovation since 2009. More and more many tuna tofu production of other entrepreneurs, pushing UD. Eza Mandiri seeks to keep consumers from moving to other products. One way is evaluating the loyalty of the customers by analyzing the most dominant factors affecting the switching barrier to the loyalty of the customers of "Eza Mandiri" tuna product. The research was conducted in Pacitan Regency with the respondents of Pacitan Regency as many as 100 people. Samples were taken by purposive sampling technique. The research method was conducted using two analytical tools namely Factor Analysis and Markov Chain model. Factor Analysis to determine which factors are most influential in the barriers to shifting customers of a product that has not been well identified to customer loyalty. Markov Chain Model to analyze future events in a systematic way and can be used to help make decisions. Measurement level assessment of respondents in this study using Likert scale 1-5. The variables of this research are transaction cost factor, cost learning factor (brand, product composition, product adaptation, taste, and product movement), atificial cost factor (discount, promotion, advertising, direct prizes and lucky draws). The result of the research is the majority of respondents who buy tuna tofu aged 41-48 years, 74% female, and income Rp 2.000.001, - sd Rp 4,000,000, - /month that is PNS / TNI /POLRI. From market research result by using Markov Chain, steady state condition of Eza Mandiri product is 64% higher than other product that is Erwin (12.76%), Son of Samudra (7.84%), Aidah (5.92%), Alfis (4.99%) and other brands (3.99%). After tested by factor analysis, there are 4 factors formed. The highest mean value of factor I is the price variable (X3) = 3.80, factor II variable discount (X31) = 4.19, factor III variable repurchase Eza Mandiri (Y11) = 3.66 and factor IV variable price considerations (X11 ) = 4.02. Those variabels can be said dominant influence on customer loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/71/051802471 |
| Uncontrolled Keywords: | Switching Barrier, Loyalitas Pelanggan, Markov Chain, Analisis Faktor. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 04 Jun 2018 01:27 |
| Last Modified: | 18 Oct 2021 04:22 |
| URI: | http://repository.ub.ac.id/id/eprint/11318 |
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