The effect of brand awareness and customer satisfaction toward customer loyalty at PT. Karya Furnindo Modern

Sutanto, Mujianto (2021) The effect of brand awareness and customer satisfaction toward customer loyalty at PT. Karya Furnindo Modern. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Company now are no longer competes on price but competes on the quality and component of their product. Companies are required to provide the information of the product and give the best quality of products so that the customer can satisfied and become a loyal customer. The fact that brand awareness and customer satisfaction could affect customer loyalty in any company is true and this statement is proven in a company named PT. Karya Furnindo Modern. The main problem in many businesses is how to make customers become aware of their brand and to maintain customer satisfaction and loyalty. The company also has to keep following the advancement of technology and innovating to develop new product features and come up with a new product with competitive price to attract a customer to buy their product. The objectives of this research are to investigate if PT. Karya Furnindo Modern customer loyalty is indeed affected by the brand awareness and customer satisfaction. The research method that is used in this research is quantitative method and accidental sampling. From this research, we can conclude that the customer loyalty of PT. Karya Furnindo Modern is indeed affected by the brand awareness and customer satisfaction. Moreover there is a strong and positive influence of brand awareness and customer satisfaction on customer loyalty of PT. Karya Furnindo Modern. Moreover, the rate of brand awareness and customer satisfaction influence on customer loyalty is 87.60% and the rest is affected by other factors./Perusahaan kini tidak lagi bersaing dalam hal harga tetapi bersaing dalam kualitas dan komponen produknya. Perusahaan dituntut untuk memberikan informasi produk dan memberikan kualitas produk yang terbaik agar pelanggan dapat puas dan menjadi pelanggan setia. Fakta bahwa kesadaran merek dan kepuasan pelanggan dapat mempengaruhi loyalitas pelanggan di perusahaan mana pun adalah benar dan pernyataan ini dibuktikan di sebuah perusahaan bernama PT. Karya Furnindo Modern. Masalah utama dalam banyak bisnis adalah bagaimana membuat pelanggan sadar akan merek mereka dan menjaga kepuasan dan loyalitas pelanggan. Perusahaan juga harus terus mengikuti kemajuan teknologi dan berinovasi untuk mengembangkan fitur produk baru serta menghasilkan produk baru dengan harga yang kompetitif untuk menarik pelanggan agar membeli produknya. Tujuan dari penelitian ini adalah untuk mengetahui apakah PT. Karya Furnindo Modern loyalitas pelanggan memang dipengaruhi oleh kesadaran merek dan kepuasan pelanggan. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dan sampling aksidental. Dari penelitian ini dapat disimpulkan bahwa loyalitas pelanggan PT. Karya Furnindo Modern memang dipengaruhi oleh kesdaran merek dan kepuasan pelanggan. Selain itu terdapat pengaruh yang kuat dan positif antara kesadaran merek dan kepuasan konsumen terhadap loyalitas konsumen PT. Karya Furnindo Modern. Sedangkan tingkat kesadaran merek dan kepuasan konsumen berpengaruh terhadap loyalitas konsumen sebesar 87,60% dan sisanya dipengaruhi oleh faktor lain.

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