The effect of product quality on customer loyalty at PT Agrosari Sentraprima Medan = Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Pada PT Agrosari Sentraprima Medan

Lewinsky, Bella (2021) The effect of product quality on customer loyalty at PT Agrosari Sentraprima Medan = Pengaruh Kualitas Produk Terhadap Loyalitas Pelanggan Pada PT Agrosari Sentraprima Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The aim of this study was to examine the effect of product quality on consumer loyalty at PT Agrosari Sentraprima. PT Agrosari Sentraprima experienced problems related to the level of customer loyalty. Based on interviews conducted, the author obtained a documentation study that there was a decrease in customer loyalty caused by product quality. According to Sudaryono (2016), product quality is defined as a thorough evaluation of customers for the good performance of goods or services. Descriptive and causal study were used to analyze the sample of 98 customers. The respondents were customers of PT Agrosari Sentraprima taken using probability sampling criteria which was simple random sampling. Questionnaires had passed the validity and reliability tests. The data tested also passed the normality test, heteroscedasticity and linearity tests. The results of hypothesis testing indicated that product quality had a positive and significant effect on consumer loyalty at PT Agrosari Sentraprima with a coefficient of determination showing 51.7% of product quality effected consumer loyalty at PT Agrosari Sentraprima. It can be suggested to companies to re-examine consumer responses about the products being sold so that the company gets a clear picture of the improvements that need to be made to improve the product quality. In addition, every product sold also needs to be consistent in the production standards. For customer satisfaction, companies must also improve after-purchase services such as providing payment relief, offering product bundling, giving grand prizes and other bonuses so that customers feel the benefits of buying products of the company. / Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas produk terhadap loyalitas konsumen pada PT Agrosari Sentraprima. PT Agrosari Sentraprima mengalami masalah yang berkaitan dengan tingkat loyalitas pelanggan. Berdasarkan wawancara yang dilakukan diperoleh studi dokumentasi bahwa terdapat penurunan loyalitas pelanggan pada perusahaan yang disebabkan oleh kualitas produk. Menurut Sudaryono (2016) kualitas produk diartikan sebagai evaluasi yang menyeluruh dari pelanggan atas kinerja barang atau jasa yang baik. Studi deskriptif dan kausal digunakan untuk menganalisis sampel dari 98 pelanggan. Responden adalah pelanggan PT Agrosari Sentraprima yang diambil dengan menggunakan kriteria probability sampling dengan menggunakan simple random sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji heteroskedastisitas dan uji linieritas. Hasil dari pengujian hipotesis menunjukkan bahwa kualitas produk berpengaruh secara positif dan sitgnifikan terhadap loyalitas konsumen pada PT Agrosari Sentraprima dengan nilai koefisien determinasi menunjukkan 51,7% bahwa kualitas produk mempengaruhi loyalitas konsumen pada PT Agrosari Sentraprima. Untuk itu dapat disarankan kepada perusahaan untuk menelaah kembali tanggapan konsumen tentang produk yang dijual sehingga perusahaan mendapatkan gambaran yang jelas mengenai perbaikan yang perlu dilakukan untuk membuat kualitas produk menjadi lebih baik. Selain itu, produk yang dijual juga perlu diberi standar produksi rasa yang konsisten untuk setiap produk yang dijual oleh perusahaan. Demi kepuasan pelanggan, perusahaan juga harus meningkatkan layanan purna jual seperti memberikan keringanan pembayaran, penawaran bundling produk, pemberian hadiah utama dan bonus lainnya agar pelanggan merasakan keuntungan membeli produk di perusahaan.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Lewinsky, BellaNIM00000023101bellalewinskuy@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorEddy, EddyNIDN0110018704eddy.mdn@lecturer.uph.edu
Uncontrolled Keywords: product quality; customer loyalty; PT Agrosari Sentraprima
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: Users 18823 not found.
Date Deposited: 13 Aug 2021 07:18
Last Modified: 18 Jan 2022 04:13
URI: http://repository.uph.edu/id/eprint/40727

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