Floridha, Fudhita (2018) Analisis Pengaruh Kualitas Produk Dan Harga Produk Terhadap Kepuasan Konsumen Dan Loyalitas Konsumen Keripik Tempe Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Kota Malang merupakan kota yang berkembang pesat dengan Pendapatan Domestik Regional Bruto (PDRB) per kapita tertinggi ketiga di Jawa Timur. UMKM sektor industri dan perdagangan menyumbang 39% dari total PDRB Kota Malang. Salah satu UMKM yang menyumbang PDRB terbesar ialah Sanan yang berfokus pada sektor agroindustri keripik tempe. Berkembangnya usaha keripik tempe di Sentra UMKM Sanan dari tahun ke tahun turut memperketat persaingan antar UMKM yang tidak dapat dihindari. Untuk tetap bertahan dalam persaingan penjualan keripik tempe antar UMKM, diperlukan strategi yang tepat dengan cara meningkatkan kepuasan dan loyalitas konsumen. Kepuasan dan loyalitas konsumen dapat ditingkatkan melalui kualitas produk dan harga produk. Sentra UMKM Keripik Tempe Sanan membawahi 135 UMKM yang digolongkan menjadi 56 usaha skala mikro, 69 usaha skala kecil, dan 10 usaha skala menengah. Penentuan sampel UMKM menggunakan metode proportional stratified random sampling. Penentuan sampel responden menggunakan teknik purposive sampling dan diperoleh 160 responden. Instrumen yang digunakan pada penelitian ini berupa kuesioner yang dirancang dalam bentuk skala likert. Data yang telah diperoleh selanjutnya diolah dan dianalisis menggunakan metode Partial Least Square (PLS). Hasil pengujian statisik menunjukkan tujuh hipotesis pada penelitian ini memiliki pengaruh yang signifikan. Hipotesis pertama menunjukkan adanya pengaruh kualitas produk terhadap kepuasan konsumen, dimana makin baik kualitas produk maka kepuasan konsumen makin tinggi. Hipotesis kedua menunjukkan bahwa kualitas produk berpengaruh terhadap loyalitas konsumen, dimana makin tinggi kepuasan konsumen maka loyalitas konsumen makin tinggi. Hipotesis ketiga menunjukkan bahwa harga produk berpengaruh terhadap kepuasan konsumen, dimana makin sesuai harga produk maka kepuasan konsumen makin tinggi. Hipotesis keempat menunjukkan adanya pengaruh harga produk terhadap loyalitas konsumen, dimana makin sesuai harga produk maka loyalitas konsumen makin tinggi. Hipotesis kelima menunjukkan bahwa kualitas produk berpengaruh terhadap kepuasan konsumen dan loyalitas konsumen, dimana makin baik kualitas produk maka kepuasan konsumen makin tinggi, yang selanjutnya akan berdampak pada peningkatan loyalitas konsumen. Hipotesis keenam menunjukkan bahwa harga produk berpengaruh terhadap kepuasan konsumen dan loyalitas konsumen, sehingga makin wajar harga produk maka kepuasan konsumen makin tinggi, yang selanjutnya akan berdampak pada peningkatan loyalitas konsumen. Hipotesis ketujuh menunjukkan bahwa kepuasan konsumen berpengaruh terhadap loyalitas konsumen, dimana makin tinggi kepuasan konsumen maka loyalitas konsumen makin tinggi
English Abstract
Malang City is a rapidly growing city with the third highest Gross Regional Domestic Product (GRDP) in East Java. Micro small and medium enterprises (MSME) in the industrial and trade sectors account for 39% of the total GRDP of Malang City. One of MSME contributed the largest GRDP was Sanan which focused on the agro-industry sector of tempe chips. The development of tempe chips in the centet of Sanan’s micro small and medium enterprises year to year has also tightened competition among MSMEs that cannot be avoided. To stay afloat in the sales competition of tempe chips between MSMEs, the right strategy is needed by increasing customer satisfaction and loyalty. Customer satisfaction and loyalty can be improved through product quality and product prices. Tempe chips of Sanan’s MSME Center supervises 135 MSME that classified into 56 micro-scale businesses, 69 small-scale businesses, and 10 medium-scale businesses. The determination of MSME sample uses the proportional stratified random sampling method. Determination of sample respondents using purposive sampling technique and obtained 160 respondents. The instrument used in this study was a questionnaire designed in the form of a likert scale. The data that has been obtained is then processed and analyzed using the Partial Least Square (PLS) method. Static test results show seven hypotheses in this study have a significant influence. The first hypothesis shows the influence of product quality on consumer satisfaction, where the better quality of the product, the higher customer satisfaction. The second hypothesis shows that product quality affects consumer loyalty, where the higher the customer satisfaction, the higher consumer loyalty. The third hypothesis shows that product prices have an effect on consumer satisfaction, where the more appropriate product prices, the higher customer satisfaction. The fourth hypothesis shows the influence of product prices on consumer loyalty, where the more appropriate the price of the product, the higher the consumer loyalty. The fifth hypothesis shows that product quality affects consumer satisfaction and consumer loyalty, where the better quality of the product, the higher customer satisfaction, which in turn will have an impact on increasing consumer loyalty. The sixth hypothesis shows that product prices affect consumer satisfaction and consumer loyalty, so that the more reasonable the price of the product, the higher customer satisfaction, which in turn will have an impact on increasing consumer loyalty. The seventh hypothesis shows that customer satisfaction affects consumer loyalty, where the higher the customer satisfaction, the higher the consumer loyalty.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/623/051900653 |
| Uncontrolled Keywords: | Harga Produk, Kepuasan Konsumen, Kualitas Produk, Loyalitas Konsumen, Partial Least Square,/ Consumer Loyalty, Consumer Satisfaction, Partial Least Square, Product Price, Product Quality |
| 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: | Endang Susworini |
| Date Deposited: | 03 Jul 2019 06:46 |
| Last Modified: | 17 Mar 2022 04:07 |
| URI: | http://repository.ub.ac.id/id/eprint/165095 |
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