The influences of entrepreneurial orientation towards customer satisfaction at CV.Royal Utama Medan

Garcia Adnan, Daniel (2021) The influences of entrepreneurial orientation towards customer satisfaction at CV.Royal Utama Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Understanding customers has been an increasingly important aspect in order to gain competitive advantage. Every firm should aim to satisfy their customers and there are many aspects that could influence it. One aspect that is considered to have influence towards customer satisfaction is a firm’s entrepreneurial orientation. The purpose of this research paper is to measure the influence of entrepreneurial orientation towards customer satisfaction at CV Royal Utama Medan. The indicators of entrepreneurial orientation to be measured are: innovativeness, proactiveness, and risk-taking. The indicators of customer satisfaction to be measured are: satisfaction, loyalty, and recommendation. The writer used quantitative research method to accomplish the research paper. Pre-test was done beforehand to validate the questionnaires validity and reliability before being distributed to real respondents. The survey data was distributed to CV Royal Utama Medan’s customers and 50 samples were taken. The writer also used likert scale to measure the variables and used SPSS 26 to calculate the data. The result shows that entrepreneurial orientation does have influence towards customer satisfaction at CV Royal Utama Medan. / Mempelajari pelanggan telah menjadi sebuah aspek yang semakin penting dalam rangka memperoleh keunggulan daya saing. Setiap perusahaan perlu untuk memuaskan pelanggan mereka dan ada banyak aspek yang dapat memengaruhinya. Salah satu aspek yang dianggap dapat memberi pengaruh terhadap kepuasan pelanggan adalah jiwa kewirausahaan sebuah perusahaan. Tujuan dari penelitian ini adalah untuk mengukur pengaruh dari jiwa kewirausahaan terhadap kepuasan pelanggan di CV Royal Utama Medan. Indikator yang digunakan untuk mengukur jiwa kewirausahaan adalah: keinovatifan, kepro-aktifan, dan pengambilan resiko. Indikator yang digunakan untuk mengukue kepuasan pelanggan adalah: kepuasan, keloyalan, dan rekomendasi. Penulis menggunakan metode kuantitatif untuk menyelesaikan penelitian. Pretest dilakukan terlebih dahulu untuk mengetes validitas dan reliabilitas dari kuesioner sebelum dibagikan ke responden sebenarnya. Data survei dibagikan kepada pelanggan CV Royal Utama Medan dan 50 sampel diambil. Penulis juga menggunakan skala likert untuk mengukur variable dan menggunakan SPSS 26 untuk mengkalkulasi data. Hasil dari penelitian menunjukkan bahwa jiwa kewirausahaan memiliki pengaruh terhadap kepuasan pelanggan di CV Royal Utama Medan.

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