Fitriyah, Ana (2015) Analisis Pengaruh Inovasi Produk dan Kepuasan Pelanggan terhadap Loyalitas Pelanggan Menggunakan Metode Structural Equation Modeling (SEM) (Studi Kasus Stik Sayuran CV. Cita Mandiri. Sarjana thesis, Universitas Brawijaya.
Abstract
Stik berbentuk batang panjang merupakan variasi camilan goreng dengan rasa gurih, aroma kuat, tekstur renyah, dan berwarna sesuai dengan warna sayuranya. Persaingan antara perusahaan stik sayuran yang ketat, membuat CV. Cita Mandiri perlu melakukan perancangan strategi pemasaran yang mampu menciptakan, mempertahankan, dan meningkatkan kepuasan pelanggan, yang akhirnya dapat tercipta loyalitas konsumen terhadap produk. Faktor penentu kesuksesan dalam menciptakan kesetiaan pelanggan adalah inovasi kualitas produk. Salah satu ide kreatif agar konsumen tertarik dengan stik rasa baru yang lebih bergizi adalah menambahkan aneka sayur ke dalam adonan stik. Tujuan penelitian ini adalah mengetahui pengaruh inovasi produk dan kepuasan pelanggan terhadap loyalitas pelanggan stik sayuran “Cita Mandiri”. Penelitian dilakukan di beberapa kios, yang terrdiri dari Bu Noer, Sanan Jaya, Lancar Jaya, dan Geodang Oleh-oleh pada bulan Juni-September 2014 di Malang. Penelitian menganalisis hubungan inovasi produk dan kepuasan pelanggan di Malang terhadap loyalitas pelanggan stik sayuran. Hubungan kausal yang ada dianalisis secara empiris menggunakan metode SEM (Structural Equation Modeling). Data diambil dengan metode survey terhadap 112 responden. Responden diambil menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh signifikan terhadap kepuasan pelanggan serta kepuasan pelanggan dan inovasi produk berpengaruh signifikan terhadap loyalitas pelanggan. Variabel inovasi produk berpengaruh langsung terhadap loyalitas pelanggan sebesar 0,425 dan tidak berpengaruh langsung sebesar 0,158. Variabel kepuasan pelanggan berpengaruh langsung terhadap loyalitas pelanggan sebesar 0,353. Variabel kepuasan pelanggan mampu menjadi variabel mediator antara inovasi produk dengan loyalitas pelanggan dengan pengaruh sebesar 0,158. Saran yang dapat dilakukan adalah penambahan variabel indikator inovasi produk seperti inovasi merek sehingga peneliti akan mengetahui penyebab keloyalan konsumen secara beragam.
English Abstract
Stick is a variation of fried snack with a savory flavor, strong aroma, crisp texture, and having color according to the color of vegetables. Due to a strict competition between company of vegetable stick, CV. Cita Mandiri needs to design a marketing strategy. Those strategies should be able to create, maintain, and improve customer satisfaction, which ultimately can create consumers loyalty to the product. The determinant of success to create customer loyalty is the innovation of product quality. One of the creative idea to make a consumers to be interested in new flavors of more nutritious stick is by adding mixed vegetables in to the dough. The purpose of this study was to determine the effect of product innovation and customer satisfaction toward the customers loyalty to the vegetable sticks "Cita Mandiri". The study was conducted at several outlets i.e. Bu Noer, Sanan Jaya, Lancar Jaya, and Geodang Oleh-oleh in June- September 2014 in Malang. The research analyzed the relationship of product innovation and customer satisfaction in Malang toward customeres loyalty to the vegetable sticks, with the. Causal relationship was empirically analyzed using SEM (Structural Equation Modeling). Data were taken using survey method towards 112 respondents. And the respondents were taken using purposive sampling technique. x The research results showed that innovative products significantly affect to customer satisfaction as well as customer satisfaction and product innovation have significant effect to the customer loyalty. Variable of product innovation directly affect customer loyalty by 0,425, and has no direct effect by 0,158. Variable of customer satisfaction directly affect to customer loyalty by 0,353. Variable of customer satisfaction can become a mediator variable between product innovation and customer loyalty with the effect of 0,158. Suggestions for further research is the addition product innovation as indicator variables such as brand innovation so that researchers will find out the cause of consumer loyalty in various ways
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2015/331/051508620 |
| Uncontrolled Keywords: | Inovasi Produk, Kepuasan Pelanggan, Metode SEM, Stik Sayuran,-Customer Satisfaction, Product Innovation, SEM Method, Vegetable Stick |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 31 Dec 2015 09:32 |
| Last Modified: | 24 Nov 2021 04:57 |
| URI: | http://repository.ub.ac.id/id/eprint/150237 |
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