Prastiwi, Meidiana (2018) Analisis Kepuasan Konsumen Terhadap Kualitas Produk Teh Pucuk Harum Di Kota Malang Dengan Metode Customer Satisfaction Index (Csi) Dan Potential Gain In Customer Value (Pgcv). Sarjana thesis, Universitas Brawijaya.
Abstract
Produsen teh semakin giat mempengaruhi konsumen dengan menyediakan berbagai jenis bentuk teh yang bisa dikonsumsi masyarakat, baik teh bubuk, teh celup, maupun teh ready to drink (RTD). Produk teh yang banyak diminati saat ini adalah produk teh ready to drink yang dinilai cukup praktis. Berdasarkan Top Brand Award tahun 2017, terdapat empat brand teh ready to drink yang saat ini bersaing di Indonesia bila diurutkan dari penjualan terbesar yaitu Teh Botol Sosro, Teh Pucuk Harum, Teh Gelas, dan Ultra Teh Kotak dalam kurun waktu lima tahun yaitu tahun 2012-2016. Dibanding produk teh sejenis lainnya, Teh Pucuk Harum tergolong baru karena mulai diproduksi pada tahun 2011. Di tahun 2016, Teh Pucuk Harum menempati posisi di bawah Teh Botol Sosro, yang merupakan produk teh ready to drink nomor satu di Indonesia. Posisi Teh Pucuk Harum saat ini ditentukan oleh sikap konsumen dalam mengkonsumsi produk dan kepuasan setelah mengkonsumsi produk yang mengakibatkan munculnya loyalitas konsumen pada produk teh tersebut. Penilaian tingkat kepuasan konsumen sangat menentukan bagaimana perusahaan mampu melakukan perbaikan pada produk maupun pelayanan sehingga mampu membuat produk tersebut dapat diminati konsumen tanpa takut tersaingi oleh produk lain. Peneliti akan melakukan penelitian mengenai tingkat kepuasan konsumen dan perbaikan kualitas produk Teh Pucuk Harum. Tingkat kepuasan konsumen pada penelitian ini menggunakan analisis Customer Satisfaction Index (CSI) dan untuk perbaikan serta mempertahankan kualitas atribut produk dilakukan analisis Potential Gain In Customer Value (PGCV). Penelitian dilakukan dengan menyebarkan kuisioner online terhadap 90 responden mengenai tingkat kepentingan dan kinerja produk Teh Pucuk Harum. Hasil dari penelitian ini menunjukkan bahwa tingkat kepuasan konsumen terhadap kualitas Teh Pucuk Harum berdasarkan analisis Customer Satisfaction Index (CSI) ialah sebesar 79% dan termasuk dalam kategori puas. Meskipun termasuk pada kategori puas, terdapat beberapa atribut produk yang perlu diperbaiki oleh produsen karena memiliki indeks PGCV di atas median sebesar 4,46 yaitu aroma dengan indeks 5,88, rasa dengan indeks 5,64, kesegaran dengan indeks 5,32, dan kemasan dengan indeks 4,60. Selain itu juga terdapat atribut lainnya yang perlu dipertahankan kinerjanya yaitu akses produk dengan indeks 2,54, harga dengan indeks 3,78, kadaluarsa dengan indeks 3,98, dan info kandungan dengan indeks 4,32 pada produk Teh Pucuk Harum
English Abstract
Tea producers increasingly enterprising affect consumers by providing various types of tea consumed can form community, such as tea powder, tea dye, or tea ready to drink (RTD). Tea products are much sought after at the moment is the product of tea ready to drink are rated quite practical. Based on Top Brand Award year 2017, there are four brands of tea ready to drink which is currently competing in Indonesia when sorted from biggest selling Teh Botol Sosro, Teh Pucuk Harum, Teh Gelas, and Ultra Teh Kotak in the span of five years i.e. years 2012-2016. Compared to other similar tea products, Teh Pucuk Harum belongs to new due to begin 2011 in the year produced. In the year 2016, the Teh Pucuk Harum peaked under the Teh Botol Sosro, which is a product of tea ready to drink the number one in Indonesia. The position of the Teh Pucuk Harum are currently determined by the attitudes of consumers in consuming the product and satisfaction after consuming products that result in the emergence of consumer loyalty on the tea products. Assessment of the level of satisfaction of consumers largely determine how companies are able to do repairs on the product or service so that it is able to make these products attractive to consumers can without fear of lost by other products. Researchers will conduct research on the level of customer satisfaction and product quality improvement of Teh Pucuk Harum. The level of consumer satisfaction on this research use the analysis of the Customer Satisfaction Index (CSI) and for improvements as well as maintaining the quality of the product attributes do analysis of the Potential Gains In Customer Value (PGCV). Research done by spreading online questionnaire against the 90 respondents regarding the importance and performance of product Teh Pucuk Harum. The results of this research show that the level of consumer satisfaction with the quality of Teh Pucuk Harum based on the analysis of the Customer Satisfaction Index (CSI) was of 79% and is included in the category are satisfied. Although included in the category are satisfied, there is some product attributes that need to be repaired by the manufacturer because it has a PGCV index above the median of 4.46 are aroma with index 5.88, a taste with an index of 5.64, freshness with an index of 5.32, and packaging with an index of 4.60. In addition, there are other attributes that need to be defended its performance are product access with index of 2.54, a price with an index of 3.78, expired with an index of 3,98 , and index of content with an index 4.32 of Teh Pucuk Harum product.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FP/2018/238/051803558 |
| Uncontrolled Keywords: | Kepuasan konsumen, Customer Satisfaction Index (CSI), Potential Gain In Customer Value (PGCV) |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Pertanian > Agribisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 03 Oct 2018 02:58 |
| Last Modified: | 20 Oct 2021 09:23 |
| URI: | http://repository.ub.ac.id/id/eprint/12254 |
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