Sugiyanto, Firda Suci (2015) Analysis Relationship Between Packaging Attributes Of Teabags And Ethnic Towards Customer Satisfaction. Sarjana thesis, Universitas Brawijaya.
Abstract
Atribut Kemasan Teh Celup Dapat Menjadi Salah Satu Pertimbangan Pembelian Konsumen. Selain Itu, Keberagaman Etnik Di Indonesia Tidak Menutup Kemungkinan Menyebabkan Perbedaan Kesukaan Dan Kepuasan Konsumen Terhadap Atribut Kemasan. Karena Itu, Penelitian Ini Bertujuan Menganalisis Dan Menentukan Kesukaan Etnik Jawa, Sunda Dan Madura Terhadap Atribut Kemasan Teh Celup Dan Menentukan Pengaruh Hubungan Atribut Kemasan Teh Celup Terhadap Kepuasan Konsumen. Sebagai Objek Penelitian Dipilih Teh Celup Merek Sariwangi, Tongtji, Sosro, Dan Poci. Data Dianalisis Menggunakan Metode Deskriptif Untuk Menggambarkan Dan Menerangkan Sifat Kesukaan Etnik Terhadap Atribut Kemasan Teh Celup Dan Metode Generalized Structured Component Analysis (Gsca) Untuk Mengetahui Pengaruh Hubungan Atribut Kemasan Teh Celup Dengan Kepuasan Konsumen. Variabel Bebas Antara Lain Atribut Kemasan (Terkait Visual Fisik Kemasan Dan Sertifikasi) Dan Etnik (Jawa, Sunda, Dan Madura). Variabel Terikat Meliputi Kesukaan Dan Kepuasan Konsumen Diukur Dengan Skala Likert. Hasil Penelitian Menunjukkan Etnik Jawa, Sunda, Madura Lebih Menyukai Merek, Warna, Dan Ilustrasi Teh Celup Sariwangi. Etnik Jawa Dan Sunda Lebih Menyukai Isi 25 Teh Celup Dengan Bentuk Dus Berbahan Karton Dinilai Sudah Memudahkan Dalam Menyimpan Dan Membuka. Etnik Madura Lebih Menyukai Isi 5 Teh Celup Bentuk Sachet Dari Bahan Plastik Dinilai Sudah Memudahkan Dalam Penyimpanan Tapi Masih Cukup Sulit Dalam Membuka. Ketiga Etnik Menyatakan Sangat Suka Dengan Adanya Pencantuman Label Halal Dan Pencantuman Label Mutu Pada Kemasan. Hasil Gsca Menunjukkan Nilai Goodness Of Fit (Fit Dan Afit) Di Bawah 0,5 Sehingga Model Struktural Cukup Baik Menjelaskan Keragaman Atribut Kemasan, Sertifikasi, Dan Kepuasan Konsumen. Model Hubungan Yaitu Y= 0,646x1 + 0,187x2. Menurut Setiap Etnik, Atribut Kemasan Dan Sertifikasi Tidak Berpengaruh Terhadap Kepuasan Konsumen. Menurut Seluruh Etnik, Atribut Kemasan Berpengaruh Positif Signifikan, Namun Sertifikasi Tidak Berpengaruh Terhadap Kepuasan Konsumen.
English Abstract
Packaging Attributes Of Teabag Can Be One Of The Considerations To Consumer Purchases. Moreover, Ethnic Diversity In Indonesia Did Not Rule Out The Preferences And Customer Satisfaction Difference With The Attributes Of The Packaging. Therefore, This Study Aims To Analyze And Determine The Preferences Of Ethnic Javanese, Sundanese And Madurese To Teabag Packaging And Determine The Effect Of The Relationship Packaging Attributes Of Teabag Towards Customer Satisfaction. As The Research Of Objects Have Been Teabag Brand Sariwangi, Tongtji, Sosro, And Poci. Data Were Analyzed Using Descriptive Method To Describe And Explain The Nature Of Ethnic Preferences Towards Teabag Packaging Attributes And Generalized Structured Component Analysis Method (Gsca) To Determine The Relationship Effect Of Packaging Attributes With Customer Satisfaction. The Independent Variable Among Other Packaging Attributes (Related Physical Visual Packaging And Certification) And Ethnic (Javanese, Sundanese And Madurese). The Dependent Variables Include Preferences And Customer Satisfaction Is Measured By Likert Scale. The Results Showed That Javanese, Sundanese, Madurese Ethnic More Like A Teabag Merk, Color And Illustrations Sariwangi. The Javanese And Sundanese Ethnic Preferred Content 25 Teabags Made Carton Shape Of Cardboard Material Is Considered To Be Easier In Storage And Opening. The Madurese Ethnic Preferred Contents 5 Teabag Sachets Of Plastic Material Is Considered To Be Easier In Storage But It Is Still Quite Difficult To Open. These Three Ethnic States Are Like Very Much With The Labeling Of Halal And Quality On The Packaging. The Gsca Results Showed That Value Of Goodness Of Fit (Fit And Afit) Below 0.5 So The Structural Model Good Enough To Explain The Diversity Of Packaging Attributes, Certification, And Customer Satisfaction. Model The Following Equation Y= 0,646x1 + 0,187x2. According To Each Ethnic The Packaging Attributes And Certifications Not Significant Effect To Customer Satisfaction. According All Of Ethnic, Packaging Attributes Significant Positive Effect But Certification Not Effect To Customer Satisfaction.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/128/051503466 |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Keteknikan Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 May 2015 15:07 |
| Last Modified: | 15 Nov 2021 03:15 |
| URI: | http://repository.ub.ac.id/id/eprint/150011 |
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