Analisis Perceived Value terhadap Repurchase Intention dan Kepuasan Pelanggan Shamila Food.

Putri, Nafya Windia and Ir. Amanda Nur Cahyawati, ST, MT (2023) Analisis Perceived Value terhadap Repurchase Intention dan Kepuasan Pelanggan Shamila Food. Sarjana thesis, Universitas Brawijaya.

Abstract

Pada tahun 2020, penyebaran COVID-19 mengakibatkan dampak serius pada perekonomian dunia, termasuk di Indonesia. Sektor UMKM, yang berkontribusi signifikan terhadap PDB nasional, mengalami pertumbuhan pesat. Pembatasan sosial dan peralihan ke platform online, seperti e-commerce, meningkatkan popularitas usaha kuliner berbasis online. Shamila Food, UMKM yang mengkhususkan diri dalam makanan tradisional, mengalami penurunan penjualan selama masa pandemi. Ketidakmampuan Shamila Food dalam beradaptasi terhadap perubahan perilaku konsumen, menimbulkan berkurangnya kepuasan pelanggan maupun minat pembelian kembali. Maka dari itu, Shamila Food perlu melakukan analisis pengaruh terhadap tiga variabel yakni persepsi nilai pelanggan (perceived value), kepuasan pelanggan, dan repurchase intention. Metodologi penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuisioner kepada pelanggan Shamila Food. Tahap pendahuluan meliputi studi lapangan, studi pustaka, identifikasi masalah, rumusan masalah, tujuan penelitian, dan batasan serta asumsi. Tahap pengumpulan data mencakup data primer melalui wawancara, observasi, dan kuesioner, serta data sekunder melalui dokumentasi perusahaan. Pengolahan data melibatkan uji validitas, uji reliabilitas, pembentukan model persamaan struktural, dan analisis SEM. Untuk mengembangkan nilai persepsi pelanggan, Shamila Food perlu menjaga konsistensi cita rasa produk dan menyesuaikan kembali menu. Mereka dapat bekerja sama dengan investor untuk peralatan produksi yang berkualitas. Untuk meningkatkan engagement dengan pelanggan, Shamila Food dapat melakukan kampanye sesuai segmen pasar dan memberikan penawaran menarik. Dalam penelitian, mayoritas pelanggan adalah perempuan yang bekerja sebagai wirausaha. Shamila Food dapat melakukan evaluasi menu, memberikan reward kepada staf, dan menyediakan pusat pelayanan pelanggan. Strategi pemasaran seperti optimalisasi e-commerce, pengembangan stakeholder, meningkatkan efektivitas proses pengiriman agar dapat digunakan untuk meningkatkan niat pelanggan membeli kembali. Dalam memperkuat loyalitas, Shamila Food dapat memberikan membership card dan melibatkan reseller atau distributor.

English Abstract

In 2020, the spread of COVID-19 had a serious impact on the global economy, including in Indonesia. The micro, small, and medium enterprises (MSMEs) sector, which contributes significantly to the national GDP, experienced rapid growth. Social restrictions and the shift to online platforms, such as e-commerce, increased the popularity of onlinebased culinary businesses. Shamila Food, an MSME specializing in traditional food, experienced a decline in sales during the pandemic. Shamila Food's inability to adapt to changes in consumer behavior resulted in decreased customer satisfaction and repeat purchase intent. Therefore, Shamila Food needs to conduct an analysis of the influence of three variables: perceived customer value, customer satisfaction, and repurchase intention. This research methodology uses a quantitative approach with data collection through questionnaires to Shamila Food customers. The preliminary stage includes field studies, literature reviews, problem identification, problem formulation, research objectives, limitations, and assumptions. The data collection stage includes primary data through interviews, observations, and questionnaires, as well as secondary data through company documentation. Data processing involves validity testing, reliability testing, the formation of a structural equation model, and SEM analysis. To enhance customer perceived value, Shamila Food needs to maintain consistent product flavors and adjust their menu accordingly. They can collaborate with investors to acquire quality production equipment. To improve customer engagement, Shamila Food can run targeted marketing campaigns and provide attractive offers. Based on the research, the majority of customers are working women who are also entrepreneurs. Shamila Food can conduct menu evaluations, reward their staff, and establish a customer service center. Marketing strategies such as optimizing e-commerce, stakeholder development, and improving the effectiveness of the delivery process can be employed to increase customers' repurchase intention. To strengthen customer loyalty, Shamila Food can offer membership cards and involve resellers or distributors.

Item Type:	Thesis (Sarjana)
Identification Number:	052307
Uncontrolled Keywords:	Perceived Value, Repurchase Intention, Kepuasan Pelanggan, Perceived Value, Repurchase Intention, Customer Satisfaction.
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	Zainul Mustofa
Date Deposited:	15 Jan 2024 06:13
Last Modified:	15 Jan 2024 06:13
URI:	http://repository.ub.ac.id/id/eprint/210133

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