PENGARUH DIFERENSIASI PRODUK, DIFERENSIASI PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PT NARDEVCHEM KEMINDO

KHAMBALI, ACHMAD (2017) PENGARUH DIFERENSIASI PRODUK, DIFERENSIASI PELAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PT NARDEVCHEM KEMINDO. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The cosmetics industry is one of the leading industries in Indonesia. The challenge today is more than 90% of its raw materials still have to be imported. PT Nardevchem Kemindo is an importer and trading company of chemical raw materials for the cosmetics industry. This study aims to examine the influence of product differentiation, service differentiation and price perception on customer loyalty. The research population is 268 customers who are cosmetics manufacturers. The sampling technique is proportionate stratified random sampling, so selected 75 customers. Research data is collected by using questionnaire from respondents who are leaders or representatives of the company. The analysis technique is multiple linear regression with 5% significance level. The results show that partially product differentiation and service differentiation have positive and significant influence to customer loyalty, while price perception variable has no significant influence to customer loyalty. Simultaneously product differentiation, service differentiation and price perception have positive and significant influence to customer loyalty. Based on this study, PT Nardevchem Kemindo needs to do a marketing mix strategy by combining variable of product differentiation, service differentiation and price perception, with emphasis on dimension of product form, ordering ease and lower price than competitor. Keywords: product differentiation, service differentiation, price perception, customer loyalty Industri kosmetik merupakan salah satu industri unggulan di Indonesia. Tantangan saat ini lebih dari 90 % bahan bakunya masih harus diimpor. PT Nardevchem Kemindo merupakan perusahaan importir dan trading bahan baku kimia untuk industri kosmetik. Penelitian ini bertujuan untuk menguji pengaruh diferensiasi produk, diferensiasi pelayanan dan persepsi harga terhadap loyalitas pelanggan. Populasi penelitian berjumlah 268 pelanggan yang merupakan produsen kosmetik. Teknik sampling yang digunakan adalah proportionate stratified random sampling, sehingga terpilih 75 pelanggan. Data penelitian dikumpulkan dengan menggunakan kuesioner dari responden yang merupakan pimpinan atau wakil dari perusahaan. Teknik analisis yang digunakan adalah regresi linier berganda dengan taraf signifikansi 5%. Hasil penelitian menunjukkan, bahwa secara parsial variabel diferensiasi produk dan diferensiasi pelayanan berpengaruh positif dan signifikan terhadap loyalitas pelanggan, sementara variabel persepsi harga tidak berpengaruh signifikan terhadap loyalitas pelanggan. Secara simultan diferensiasi produk, diferensiasi pelayanan dan persepsi harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Berdasarkan hasil penelitian ini, PT Nardevchem Kemindo perlu melakukan strategi bauran pemasaran dengan menggabungkan variabel diferensiasi produk, diferensiasi pelayanan dan persepsi harga, dengan penekanan pada dimensi bentuk produk, kemudahan order dan harga lebih rendah dari pesaing. Kata kunci: diferensiasi produk, diferensiasi pelayanan, persepsi harga, loyalitas pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 17 084
Call Number: TM/51/17/111
NIM/NIDN Creators: 55115110102
Uncontrolled Keywords: diferensiasi produk, diferensiasi pelayanan, persepsi harga, loyalitas pelanggan
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: khalimah
Date Deposited: 28 Dec 2023 09:14
Last Modified: 28 Dec 2023 09:14
URI: http://repository.mercubuana.ac.id/id/eprint/84990

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