Herdiyaswati, Nurita (2014) Analisis Tingkat Kepuasan Konsumen Terhadap Produk Pia Cap Mangkok dengan Metode Potential Gain In Customer Value (PGCV) (Studi Kasus Pia Cap Mangkok Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Perkembangan zaman yang semakin pesat menyebabkan tingkat persaingan bagi para pelaku bisnis semakin meningkat. Usaha Pia Cap Mangkok sudah berdiri selama 55 tahun, akan tetapi belum pernah diadakan pengukuran kepuasan konsumen terhadap produknya. Penelitian ini bertujuan untuk menentukan atribut dan dimensi kualitas produk Pia Cap Mangkok yang mendapat prioritas untuk dipertahankan dan diperbaiki kinerjanya, serta mengetahui tingkat kepuasan konsumen terhadap Pia Cap Mangkok berdasarkan indeks PGCV. Metode yang digunakan untuk penelitian ini adalah Potential Gain In Customer Value (PGCV). Pengukuran kualitas produk didasarkan pada dimensi performance, features, perceived quality, realibility, conformance to specification, durability, aesthetic dan serviceability serta atribut yang digunakan sebanyak 12 atribut. Responden yang diambil adalah konsumen yang sedang melakukan pembelian produk kue pia pada outlet Pia Cap Mangkok dan telah melakukan pembelian minimal satu kali dengan rentang usia 15-64 tahun. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebesar 72 sampel berdasarkan rumus Linear Time Function. Hasil penelitian yang diperoleh adalah atribut kualitas produk Pia Cap Mangkok yang mendapatkan prioritas untuk dipertahankan kinerjanya adalah rasa produk (2.86), bentuk dan desain kemasan (3.07), harga produk (4.20), masa kadaluarsa (4.20), ukuran volume/isi produk (4.37), dan kondisi kemasan saat produk dikonsumsi (4.44), sedangkan dimensi kualitas produk yang harus dipertahankan adalah aesthetics (3.07), performance (3.53), durability (4.20), dan reliability (4.44). Atribut kualitas produk yang mendapat prioritas untuk diperbaiki kinerjanya adalah kemudahan memperoleh produk (7.17), kesabaran dan kecepatan karyawan dalam melayani konsumen (7.01), kejelasan informasi pada kemasan (6.29), konsistensi rasa (4.97), variasi rasa produk (4.75), dan kepopuleran merk (4.71), sedangkan dimensi kualitas produk yang harus diperbaiki adalah serviceability (7.09), perceived quality (5.50), conformance (4.97), dan features (4.56). Berdasarkan indeks PGCV dapat disimpulkan bahwa, konsumen Pia Cap Mangkok merasa puas terhadap rasa produk yang ditawarkan. Hal ini dapat dilihat dari hasil indeks rasa produk yang memperoleh nilai indeks PGCV terkecil yaitu 2.86. Rasa produk Pia Cap Mangkok ini mendapat prioritas utama untuk tetap dipertahankan kinerjanya demi menjaga loyalitas konsumen. Akan tetapi perlu disarankan untuk melakukan perbaikan terhadap atribut dan dimensi kualitas produk yang mendapatkan prioritas untuk diperbaiki kinerjanya. Dengan melakukan perbaikan kinerja terhadap atribut dan dimensi kualitas tersebut diharapkan dapat meningkatkan kepuasan konsumen terhadap produk Pia Cap Mangkok.
English Abstract
The rapid development of the times causing increasing levels of business competition. Business Pia Cap Mangkok have been standing for 55 years, nonetheless the measurement of customer satisfaction on the product. This research aimed to determine attributes and dimensions the quality of the product of the Pia Cap Mangkok that should be maintained and repaired to performance, and to know the level of customer satisfaction to the Pia Cap Mangkok. Method used to this research is Potential Gain In Customer Value (PGCV). The measurement of the quality of their products based on performance, features, perceived quality, realibility, conformance to specification, durability, aesthetic and serviceability and the attribute of being used as many as 12 attribute. Respondents taken is now consumers who are doing the purchase of products pia in the outlet of the Pia Cap Mangkok and have done the purchase of at least one time, by the span of age 15-64 years. Purposive of sampling techniques, collection of samples conducted by the number of samples of 72 samples based on the formula Linear Time Function. The research result obtained was that attributes quality products Pia Cap Mangkok that given priority to maintained its taste of the products (2.86), form and design packaging (3.07), price the product (4.20), expired date (4.20), a measure of volume/contents the product (4.37), and conditions bundle as products consumed (4.44), while dimensions quality products to be retained is aesthetics (3.07), performance (3.53), durability (4.20), and reliability (4.44). Attribute product quality get priority to improved performance is ease is obtained product (7.17), patience and speed employees in serving customers (7.01) clarity information on the packaging (6.29) , consistency taste (4.97) variation a sense of the product (4.75), brand popularity (4.71), and the dimensions of the quality of their products is serviceability (7.09), perceived quality (5.50), conformance (4.97), and features (4.56). Based on an index PGCV can be concluded that, consumers Pia Cap Mangkok feel satisfied to the taste of the products being offered. It can be seen from the index taste products obtain the value of the index PGCV smallest namely 2.86. A taste of the product of the Pia Cap Mangkok get the top priority for retained its performance to maintain loyality consumers. Will but also needs suggested to repairing attributes and the dimensions of the quality of products get priority to be improved its performance. By doing repairs performance against attributes and dimensions the quality is expected to increase customer satisfaction to products Pia Cap Mangkok.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2014/336/051405011 |
| Uncontrolled Keywords: | Atribut, Dimensi, Kepuasan Konsumen, Pia Cap Mangkok, Potential Gain In Customer Value,-Attribute, Consumer Satisfaction, Dimension, Pia Cap Mangkok, Potential Gain In Customer Value |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 26 Aug 2014 07:34 |
| Last Modified: | 02 Dec 2021 07:24 |
| URI: | http://repository.ub.ac.id/id/eprint/149737 |
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