Analisa Kepuasan Dan Loyalitas Pelanggan Terhadap Produk Susu Bayi Dengan Service Quality Dan Path Analysis: Studi Kasus Di PT. Sang Hiang Perkasa Surabaya

Winarso, Kukuh (2005) Analisa Kepuasan Dan Loyalitas Pelanggan Terhadap Produk Susu Bayi Dengan Service Quality Dan Path Analysis: Studi Kasus Di PT. Sang Hiang Perkasa Surabaya. Masters thesis, Institut Teknologi Sepuluh November.

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Abstract

Untuk memperoleh pangsa pasar yang seluas-luasnya, perusahaan harus menghasilkan produk yang berkualitas, yaitu sesuai dengan apa yang diinginkan konsumen. Pada tahap yang lebih tinggi, perusahaan harus dapat melihat dan memberikan perhatian yang lebih terhadap faktor-faktor kepuasan pelanggan (konsumen). Pada tahap berikutnya, perusahaan dapat mengidentifikasi loyalitas pelanggan terhadap produk, yaitu faktor atau variabel yang menyebabkan konsumen merasa loyal sehingga menjatuhkan pilihan untuk membeli produknya. Terdapat banyak faktor yang dapat mengidentifikasi bahwa konsumen merupakan pelanggan yang loyal, antara lain dengan melihat karakteristik konsumen loyal, yaitu: a) melakukan pembelian secara teratur; b) membeli di luar lini produk; c) menolak produk lain dan menunjukkan kekebalan terhadap daya tarik pesaing atau tidak mudah terpengaruh oleh daya tarik produk sejenis dari pesaing; dan d) melakukan rekomendasi dari mulut ke mulut. Penelitian ini dilakukan pada PT SangHiang Perkasa yang memproduksi susu bayi dan memerlukan pendekatan untuk mengidentifikasi kepuasan serta loyalitas pelanggan. Hasil penelitian menunjukkan bahwa konsumen menilai Service Quality yang mereka terima masih belum memenuhi harapan. Prioritas perbaikan sebaiknya dimulai dari dimensi Responsiveness, Empathy, Assurance, Tangibles, dan Reliability. Seluruh dimensi kepuasan konsumen, baik secara langsung maupun secara simultan, berpengaruh terhadap loyalitas konsumen. Kepuasan konsumen pada dimensi Tangibles, Reliability, Responsiveness, Assurance, dan Empathy secara bersama-sama berpengaruh terhadap loyalitas konsumen sebesar 54,66%, sedangkan pengaruh variabel-variabel lain di luar dimensi Service Quality terhadap loyalitas konsumen sebesar 45,34%.
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To obtain the largest possible market share, a company must produce quality products that meet consumer needs and expectations. At a higher level, the company must identify and pay greater attention to factors affecting customer satisfaction. Furthermore, the company can identify customer loyalty toward its products by determining the factors or variables that influence consumers to remain loyal and choose to purchase its products. There are several factors that can be used to identify loyal consumers based on their characteristics, including: a) making regular purchases; b) purchasing products outside the existing product line; c) rejecting competing products and demonstrating resistance to competitors' attractiveness, meaning that consumers are not easily influenced by competing products of a similar type; and d) recommending the product through word-of-mouth communication. This research was conducted at PT SangHiang Perkasa, a company that produces infant milk products, and employed an approach to identify customer satisfaction and, ultimately, customer loyalty. The results show that consumers perceive the Service Quality they receive as not yet meeting their expectations. The priorities for improvement should begin with the Responsiveness, Empathy, Assurance, Tangibles, and Reliability dimensions. All dimensions of customer satisfaction, both individually and simultaneously, influence customer loyalty. Customer satisfaction across the Tangibles, Reliability, Responsiveness, Assurance, and Empathy dimensions collectively influences customer loyalty by 54.66%, while other variables outside the Service Quality dimensions account for 45.34% of the influence on customer loyalty.

Item Type:	Thesis (Masters)
Additional Information:	RTL 658.834 3 Win a
Uncontrolled Keywords:	Pasar, Koalitas produ~ Kepoasan, Loyalitas dan Service Quality, Market, Product Quality, Satisfaction, Loyalty and Service Quality
Subjects:	H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Industrial Technology > Industrial Engineering > 26101-(S2) Master Thesis
Depositing User:	magang .
Date Deposited:	28 Sep 2026 02:11
Last Modified:	28 Sep 2026 02:11
URI:	http://repository.its.ac.id/id/eprint/144926

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