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Customer satisfaction index model on three level of socioeconomic status in bogor case study: customer satisfaction on branded cooking Ooil product

Budi Setiawan; (Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2014)

 Abstrak

Customer satisfaction index models have been developed in many countries, including Indonesia. Those models were commonly not focused on the socioeconomic status (SES) of the customer, so this condition could be a research gap. The aims of this research is to analyze the customer satisfaction index model of branded cooking oil product in Bogor, Indonesia based on SES established from the household monthly routine consumption. Questionnaires were used as primary data collection instrument in this study, while data analysis was carried out with variance based structural equation modeling (SEM) which is also known as Partial Least Square (PLS) model, and Kruskall Wallis nonparametric test. Perceived quality, perceived value and customer expectation as were significantly influencing the customer satisfaction construct in the structural model. This study also concluded found that there is different level of overall customer satisfaction on the three levels of customer?s SES.

Model indeks kepuasan pelanggan telah banyak dikembangkan di berbagai negara, termasuk di Indonesia. Berbagai model tersebut pada umumnya tidak memberi fokus berarti pada status sosial ekonomi (SES) pelanggan, sehingga kondisi ini menyebabkan adanya kesenjangan penelitian. Penelitian ini bertujuan untuk mengkaji model indeks kepuasan pelanggan minyak goreng bermerek di Bogor, Indonesia berdasarkan pada SES yang dibentuk dari tingkat konsumsi rutin rumah tangga per bulan. Pengumpulan data primer pada studi kasus ini menggunakan instrumen kuesioner dan analisis data menggunakan Structural Equation Modeling berbasis varians atau yang lebih dikenal dengan analisis Partial Least Square (PLS) dan analisis uji statistik nonparametrik Kruskall Wallis. Kepuasan pelanggan mampu dibentuk secara positif dan signifikan dengan menggunakan konstruk persepsi kualitas, persepsi nilai dan harapan pelanggan, dalam model struktural. Studi ini juga menemukan adanya perbedaan tingkat kepuasan pelanggan secara keseluruhan pada tiga tingkat SES dari pelanggan.

 Metadata

No. Panggil : AJ-Pdf
Entri utama-Nama orang :
Subjek :
Penerbitan : [Place of publication not identified]: Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2014
Sumber Pengatalogan : LibUI eng rda
ISSN : 23562242
Majalah/Jurnal : ASEAN Marketing Journal
Volume : Vol. 6, No. 1 Juni 2014: Hal. 15-24
Tipe Konten : text
Tipe Media : computer
Tipe Carrier : online resource
Akses Elektronik : http://journal.ui.ac.id/index.php/amj/article/view/3609
Institusi Pemilik : Universitas Indonesia
Lokasi :
  • Ketersediaan
  • Ulasan
No. Panggil No. Barkod Ketersediaan
AJ-Pdf 03-20-581866643 TERSEDIA
Ulasan:
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