ANALISIS PENGARUH VARIABEL OVERALL CUSTOMER SATISFACTION TERHADAP LOYALITAS KONSUMEN PADA PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA DI KOTA SEMARANG
ANALISIS PENGARUH VARIABEL OVERALL CUSTOMER SATISFACTION TERHADAP LOYALITAS KONSUMEN PADA PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA DI KOTA SEMARANG
Abstract
Untuk dapat menciptakan dan mengembangkan relationship yang baik dengan para konsumen, perusahaan tidak hanya memenuhi kepuasan konsumen saja tetapi juga menciptakan overall customer satisfaction dalam diri konsumen. Overall customer satisfaction merupakan evaluasi secara keseluruhan yang didasarkan pada total pengalaman konsumen dalam mengkonsumsi barang atau jasa sepanjang waktu sampai terbentuknya loyalitas konsumen. Paling tidak ada tiga variabel utama yang perlu diperhatikan dalam kaitannya dengan overall customer satisfaction, yaitu kualitas poduk, kualitas pelayanan dan faktor emosional. Masalah overall customer satisfaction juga menjadi perhatian utama manajemen produk air minum dalam kemasan merek Aqua, dengan mempergunakan ketiga variabel tersebut.
Tujuan diadakannya penelitian ini adalah menganalisis pengaruh variabel bebas yaitu variabel overall customer satisfaction yang terdiri dari kualitas produk (X1), kualitas pelayanan (X2) dan faktor emosional (X3) terhadap variabel terikat berupa loyalitas konsumen (Y) pada produk air minum dalam kemasan merek Aqua di Kota Semarang. Selain itu untuk menganalisis seberapa besar signifikansi pengaruh variabel-variabel bebas secara parsial dan simultan terhadap variabel terikat. Data diperoleh dari 100 responden yang dijadikan sampel dengan cara pengisian kuesioner. Untuk pembuktian hipotesis dan menarik kesimpulan, digunakan alat analisa regresi berganda, koefisien determinasi (R2), pengujian hipotesis secara
parsial dengan T-test dan pengujian hipotesis secara simultan dengan F-test.
Berdasarkan analisa regeresi berganda diketahui bahwa variabel-variabel bebas mempunyai pengaruh positif yang searah dengan variabel terikat. Selanjutnya hasil analisis data diperoleh nilai R2 sebesar 86,0%, artinya 86,0% variasi variabel terikat dipengaruhi oleh variabel bebas. Sedangkan sisanya (14,0%) dipengaruhi oleh variabel lain diluar model. Hasil uji hipotesis baik parsial maupun simultan menunjukkan hasil analisis bahwa semuanya mendukung hipotesis Ha1 dan Ha2 yang diajukan dalam arti variabel bebas yaitu variabel overall customer satisfaction yang terdiri dari kualitas produk (X1), kualitas pelayanan (X2) dan faktor emosional (X3) berpengaruh signifikan baik secara parsial maupun simultan terhadap variabel terikat berupa loyalitas konsumen (Y) pada produk air minum dalam kemasan merek
Aqua di Kota Semarang.
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