Oryza, Hindra Mahasidyana (2018) Analisis Pengaruh Kualitas Produk, Kacang Shanghai Terhadap Kepuasan Konsumen dengan Metode Partial Least Square (Studi pada Produk Kacang Shanghai di Perusahaan Gangsar Snack and Food Kecamatan Ngunut, Kabupaten Tulungagung Jawa Timur). Sarjana thesis, Universitas Brawijaya.
Abstract
Ditengah persaingan pasar yang tinggi kacang shanghai Gangsar mampu bertahan karena masih banyaknya warga Tulungagung yang masih setia mengkonsumsi kacang shanghai, bahkan mempertahankan kualitas produknya dan meningkatkannya sehingga mempengaruhi kepuasan konsumen terhadap produk kacang shanghai. Tujuan penelitian ini menganalisis kualitas produk kacang shanghai terhadap kepuasan konsumen dan menentukan strategi rekomendasi kepada perusahaan Gangsar Snack and Food untuk mempengaruhi kepuasan konsumen terhadap produk kacang shanghai di Kecamatan Ngunut. Responden penelitian ini yaitu 70 konsumen yang mengkonsumsi dan membeli kacang shanghai, serta minimal 1 kali pernah mengkonsumsi dan membeli kacang shanghai dalam sebulan. Hasil penelitian ini menunjukkan bahwa indikator yang paling mencerminkan variabel produk (X1) adalah aroma (X12). Variabel harga (X2) adalah harga terjangkau (X21), Variabel kemasan (X3) adalah variasi ukuran kemasan (X31). Variabel promosi (X4) adalah potongan harga (X41). Variabel kepuasan konsumen (Y) adalah perasaan puas terhadap produk (Y1). Variabel produk dan kepuasan konsumen memiliki pengaruh yang signifikan terhadap variabel kepuasan konsumen, sedang variabel harga dan kemasan tidak terdapat pengaruh signifikan terhadap kepuasan konsumen. Rekomendasi strategi yang dilakukan perusahaan Gangsar Snack and Food mempengaruhi kepuasan konsumen yaitu aroma produk.
English Abstract
In the middle of high market competition, Gangsar is able to survive because there are still many residents of Tulungagung who still faithfully consume Gangsar's shanghai beans, even maintaining the quality of its products and increasing them so that it affects consumer satisfaction with shanghai bean products. The purpose of this study was to analyze the quality of shanghai bean products to customer satisfaction and determine the recommendation strategy for Gangsar Snack and Food companies to influence consumer satisfaction with shanghai bean products in Ngunut District. The respondents of this study were 70 consumer who purchase and cosume shanghai beans Gangsar in Ngunut region, and at least buy and eat shanghai beans nut Gangsar once within a month. The results of this study indicate that the indicator that best reflects the product variable (X1) is aroma (X12). The price variable (X2) are affordable prices (X21). The packaging variable (X3) is the variation in packaging size (X31). The promotion variable (X4) is the price discount (X41). The variable of customer satisfaction (Y) is a feeling of satisfaction with the product (Y1). Product variables and consumer satisfaction have a significant effect on the variable customer satisfaction, while the price and packaging variables have no significant effect on customer satisfaction. The strategy recommendation made by the Gangsar Snack and Food company affects consumer satisfaction, namely product aroma.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2018/665/051902149 |
| Uncontrolled Keywords: | kualitas produk, kepuasan, kacang shanghai-product quality, satisfaction, shanghai beans. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 15 Oct 2019 07:09 |
| Last Modified: | 07 Nov 2022 03:22 |
| URI: | http://repository.ub.ac.id/id/eprint/168652 |
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