The influence of product quality on customer satisfaction at Kripik Balado JJ in Padang

Valentina, Janice Febrilia (2021) The influence of product quality on customer satisfaction at Kripik Balado JJ in Padang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

A product plays an important role in a business because it is the core of the company’s activities. In the past years, many companies face challenges in improving the product's quality to satisfy customers. This research was performed at Kripik Balado JJ, a family business that produces traditional foods from West Sumatera. The purpose of this research is to identify whether product quality has influence on customer satisfaction at Kripik Balado JJ in Padang. The research was performed by applying descriptive, quantitative, and causal research methods. The population includes the customers of Kripik Balado JJ. The number of samples is 110 respondents selected through the census sampling technique. The data was collected through questionnaire distribution. The data analysis methods are validity test, reliability test, descriptive statistics, classical assumption test, simple linear regression test, coefficient of determination test, and hypothesis test. Based on the data analysis, product quality has a positive influence on customer satisfaction. The coefficient of determination test’s result is 0.837, which implies that product quality influences customer satisfaction by 83.7%, while the remaining 16.3% influenced by other factors. According to the result of the hypothesis test, tcount (23.562) > ttable (1.98217), while the significant value is 0.00 < 0.05. It indicates that Ha is accepted, which implies that product quality has influence on customer satisfaction at Kripik Balado JJ in Padang. In terms of recommendations, the company should integrate automation in the production process, invest and devise a contract with suppliers. Besides, the company should reassess its target market and provide a warranty as part of its augmented product. For other researchers, the suggestion is to perform further research on other factors that may influence customer satisfaction./Produk memiliki peranan yang penting dalam sebuah bisnis karena itu adalah inti dari kegiatan perusahaan. Beberapa tahun terakhir, banyak perusahaan yang menghadapi tantangan dalam meningkatkan kualitas produk untuk memuaskan konsumen. Penelitian ini dilakukan di Kripik Balado JJ, bisnis keluarga yang memproduksi makanan tradisional khas Sumatera Barat. Tujuan penelitian ini adalah untuk mengidentifikasi pengaruh kualitas produk terhadap kepuasan konsumen pada Kripik Balado JJ di Padang. Penelitian ini dilakukan dengan mengaplikasikan metode penelitian deskriptif, kuantitatif, dan kausal. Populasinya meliputi konsumen dari Kripik Balado JJ. Jumlah sampel adalah 110 responden yang dipilih melalui teknik census sampling. Data dikumpulkan melalui distribusi kuesioner. Metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, statistik deskriptif, uji asumsi klasik, uji regresi linier sederhana, uji koefisien determinasi, dan uji hipotesis. Berdasarkan hasil analisis data, kualitas produk memiliki pengaruh positif terhadap kepuasan konsumen. Hasil uji koefisien determinasi adalah 0.837 yang berarti kualitas produk memengaruhi kepuasan konsumen sebanyak 83.7%, sedangkan sisanya 16.3% dipengaruhi faktor lain. Berdasarkan hasil uji hipotesis, thitung (23.562) > ttabel (1.98217), sedangkan nilai signifikan adalah 0.00 > 0.05. Hal ini mengindikasikan bahwa Ha diterima yang berarti kualitas produk memiliki pengaruh terhadap kepuasan konsumen pada Kripik Balado JJ di Padang. Perihal rekomendasi, perusahaan sebaiknya mengintegrasikan otomatisasi dalam proses produksi, berinvestasi dan membuat kontrak dengan pemasok. Selain itu, perusahaan sebaiknya meninjau kembali target pasarnya dan memberikan garansi sebagai bagian dari produk tambahannya. Bagi peneliti lain, sarannya ialah untuk mengadakan riset lebih lanjut akan faktor lain yang dapat memengaruhi kepuasan konsumen.

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