TALUMEPA, VERY TOMMY (2021) PENGARUH KUALITAS PRODUK DAN PENETAPAN HARGA TERHADAP KEPUASAN PELANGGAN (Pada PT Andalan Tama Wahana Kota Bekasi Jawa Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In the current era of globalization, companies are faced with intense competition and only consumer-oriented companies are successful in attracting and maintaining customer satisfaction and loyalty. This is a challenge for companies to improve the quality of their products/services because more and more products/services are offered to consumers from other producers, the competition in the business world is getting tougher. Success in increasing cust omer satisfaction can not be separated from the various factors of marketing services that fall into the category of marketing strategy. Therefore, in developing and for the continuity of the company, it is necessary to assess the quality of products/services and determine prices which are expected to increase sales to the maximum and provide satisfaction to customers. This study aims to determine the effect of product quality and pricing on customer satisfaction at PT Andalan Tama Wahana Bekasi City, West Java, using a exoeriment method with a quantitative approach. The population in this study were all customers of PT Andalan Tama Wahana with a total of 150 respondents. The sampling technique is purposive sampling. This study uses multiple linear regression analysis using the statistical software program SPSS (Statical Package for Social Science) version 23. Based on the results of data processing, product quality variable (X1) has no positive and significant effect on customer satisfaction (Y) and pricing variable (X2) has a positive and significant effect on customer satisfaction (Y). PT Andalan Tama Wahana is expected to continue to improve its competitive advantage strategy through pricing policies with the aim of maintaining customer satisfaction and loyalty in the era of competition in the logistics industry by improving service quality in the dimensions of price affordability, price conformity with product quality, price competitiveness and conformity. Price with benefits. In addition, PT Andalan Tama Wahana needs to examine more deeply the product quality variables in addition to the dimensions of performance, features, reliability, conformance to requirements, durability, service ability and perceived quality which has a positive and significant effect on customer satisfaction. Keywords: Product Quality, Pricing, Customer Satisfaction Di era globalisasi saat ini, perusahaan dihadapkan pada sebuah kompetisi yang ketat dan hanya perusahaan yang berorientasi pada konsumen yang berhasil menarik dan mempertahankan kepuasan dan loyalitas konsumennya. Hal ini merupakan tantangan bagi perusahaan untuk meningkatkan kualitas produk/jasanya karena semakin banyak produk/jasa yang ditawarkan pada konsumen dari para produsen lainnya persaingan dalam dunia bisnis semakin ketat. Keberhasilan dalam peningkatan kepuasan pelanggan tidak terlepas dari berbagai faktor pelayanan pemasaran yang masuk dalam kategori strategi pemasaran. Oleh karena itu dalam mengembangkan dan untuk kelangsungan perusahaan, perlu adanya penilaian terhadap kualitas produk/jasa dan penetapan harga yang diharapkan dapat meningkatkan penjualan secara maksimal dan memberikan kepuasan kepada pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan penetapan harga terhadap kepuasan pelanggan pada PT Andalan Tama Wahana Kota Bekasi Jawa Barat, menggunakan metode eksperimental dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah semua pelanggan PT Andalan Tama Wahana sejumlah 150 responden. Teknik pengambilan sampel adalah purposive sampling. Dalam penelitian ini menggunakan analisis regresi linier berganda menggunakan program software statistic SPSS (Statical Package for Social Science) versi 23. Berdasarkan hasil pengolahan data variabel kualitas produk (X1) tidak berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y) dan variabel penetapan harga (X2) berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). PT Andalan Tama Wahana diharapkan dapat terus meningkatkan strategi competitive advantage melalui kebijakan penentuan harga dengan tujuan untuk menjaga kepuasan dan loyalitas konsumen dalam menghadapi era persaingan di industri logistik dengan meningkatkan kualitas layanan dalam dimensi keterjangkauan harga, kesesuaian harga dengan kualitas produk, daya saing harga dan kesesuaian harga dengan manfaat. Selain itu PT Andalan Tama Wahana perlu meneliti lebih mendalam lagi variabel kualitas produk selain dimensi kinerja (performance), keistimewaan (feature), kehandalan (reliability), kesesuaian (conformance to requirements), daya tahan (durability), kemampuan pelayanan (service ability) dan kualitas yang dirasakan (perceived quality) yang berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata kunci : Kualitas Produk, Penetapan Harga, Kepuasan Pelanggan
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