Pengaruh kualitas produk terhadap kepuasan pelanggan produk kosmetik oriflame Cabang Malang

Nafisah, Dian Lu’luin (2016) Pengaruh kualitas produk terhadap kepuasan pelanggan produk kosmetik oriflame Cabang Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Peminatan konsumen yang semakin tinggi terhadap make up (lipstik) di Indonesia membuat perusahaan harus dapat bertahan, bersaing dan menguasai pasar maka kualitas produk sangat penting untuk lebih ditingkatkan. Perusahaan harus memperhatikan hal-hal yang dianggap penting oleh pelanggan. Agar pelanggan merasa puas dan tidak beralih pada produk lain lain. Kebanyakan konsumen akan memilih memakai produk yang berkualitas bagus.

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh kualitas produk secara simultan dan parsial serta pengaruh dominan terhadap kepuasan pelanggan produk lipstik oriflme. Penelitian ini menggunakan jenis penelitian deskriptif dengan pendekaan kuantitatif. Adapun teknik pengumpulan datanya menggunakan metode survei dengan penyebaran kueioner. Pengambilan sampel menggunakan teknik non probability sampling dengan jenis sampling purposive.

Dari hasil penelitian menunjukan bahwa secara parsial kualitas produk lipstik oriflame meliputi : Performance, Relialibity, Feature, Durability, Confermance, Esthetica, Perceived Quality. berpengaruh signifikan terhadap kepuasan pelanggan lipstik. Sedangkan secara simultan kualitas produk lipstik oriflame berpengaruh signifikan terhadap kepuasan pelanggan lipstik dengan nilai sebesar 51.5%. ini menunjukan bahwa kulitas produk menjadi perhatian penting bagi konsumen untuk dikonsumsi. Dan pengaruh yang paling dominan dari variabel kualitas merek terhadap kepuasan pelanggan adalah percaived quality sebesar 38.1%. ini menunjukan bahwa konsumen akan berpersepsi terhadap produk sebelum memakai dan itu sangat berpengaruh.

ENGLISH:

The costumer interest toward make up (lipstick) which increase in Indonesia, make the company has to stand, compete, and take over the market. Therefore, the quality of the product is very important to be enhanced. The company should attention to the costumer’s important things in order to make them satisfied and did not move to another product. Among costumer prefer to choose to use the product which has a good quality.

The aim of this research is that to know and analyze the influence of quality of the product simultaneously and partially and also the dominant effect through the customer satisfaction on Lipstick Oriflame Product. This research use descriptive research with quantitative approach. The data collection of this research use survey method by spreading questioner. To take the sample in this research uses the technique of non probability sampling with sampling purpose type.

The result of the research shows that partially the quality of lipstick Oriflame product consist of Performance, Reliability, Feature, Durability, Conformance, Esthetic, Perceived Quality are significantly influence to the customer satisfaction. While simultaneously, the quality of lipstick oriflame product is significantly influence to the customer satisfaction with the result 51.5%. This result show that quality of the product becomes the important attention for the costumer, and the dominant influence is from the variable of brand quality to the customer satisfaction is perceived quality as 38.1%. This result shows that the costumer will take the perception of the product before using it and it is very influential.

Item Type: Thesis (Undergraduate)
Supervisor: Hasan, Irmayanti
Keywords: Kualitas Produk; Kepuasan Pelanggan; Costumer Satisfaction; Quality Product.
Departement: Fakultas Ekonomi > Jurusan Manajemen
Depositing User: Maryunani Maryunani
Date Deposited: 02 Mar 2017 03:45
Last Modified: 02 Mar 2017 03:46
URI: http://etheses.uin-malang.ac.id/id/eprint/5707

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