Analysis of the Importance of product innovation towards customer satisfaction in PT. MEGA CENTRAL AUTONIAGA

Angelia, Angelia (2018) Analysis of the Importance of product innovation towards customer satisfaction in PT. MEGA CENTRAL AUTONIAGA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The emergence of new companies and accompanied by technological advances has led to an aggressive business competition. Competition causes companies to gain pressure to stay in ever changing conditions. Therefore, the company must continue to strive to win and survive in that competition. One of the solutions which are effective is by doing innovation inside the products produce by the company to be able to compete and gain customer satisfaction. All competition and development that happened now are also experienced by automotive industry like PT. Mega Central Autoniaga, Medan. The purpose of this research is to identify and to let PT. Mega Central Autoniaga know the impact of product innovation towards customer satisfaction. Quantitative, descriptive and causal-comparative method will be used in this research with the total of sample is 57 respondents. Data were collected by valid and reliable questionnaire. Collected data sets were analyzed by IBM SPSS version 21. The result of all the tests that has been done shows that all of the questionsare valid, the questionnaires are reliable, and the data has normal distribution. From the Pearson correlation test it shows there is a strong and positive relationship between product innovation and customer satisfaction. Besides, from determination test, it shows that product innovation has 55.9% of influence on customer satisfaction in PT. Mega Central Autoniaga. This research is using Ztest with the result Zcount ≥ Ztable, means that alternate hypothesis of this research is accepted, and the null hypothesis is rejected.

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