The effect of word of mouth and product quality towards customer satisfaction at Pt Malinau Cipta Persada

Halim, Herbert (2022) The effect of word of mouth and product quality towards customer satisfaction at Pt Malinau Cipta Persada. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Malinau Cipta Persada is a company engaged in heavy equipment construction and building construction. In business activities carried out in the company, customer satisfaction is not achieved, current customer satisfaction in the company is not so good. The purpose of this study was to see the effect of word of mouth and product quality on consumer satisfaction. Word of mouth in the company has a problem, namely customers who do not recommend the company back to other customers, resulting in a decrease in the number of company customers. customer complaints about product quality occur regularly every month. The problems complained of were bad building materials, planning errors and raw materials that were not in accordance with the plan. Quantitative research with descriptive and causal studies was used to analyze a sample of 102 customers. The respondents were PT Malinau Cipta Persada customers who were taken using simple random sampling with probability sampling. The distribution of the questionnaires has passed the validity and reliability tests. The tested data also passed the normality test, multicollinearity test, heteroscedasticity, and multiple linear regression test. From the hypothesis test with the results of the F test (58.473 > 2.70) that word of mouth and product quality simultaneously affect consumer decisions at PT Malinau Cipta Persada. Suggestions that can be given by the company need to add other media that can communicate with customers such as email and also need to add staff in charge of answering customer complaints. In addition, this can be done by guaranteeing damage to every heavy equipment purchased by consumers and providing heavy equipment services if needed by consumers./ PT Malinau Cipta Persada adalah perusahaan yang bergerak di bidang konstruksi alat berat dan konstruksi bangunan. Dalam kegiatan bisnis yang dijalankan di perusahaan, kepuasan pelanggan tidak tercapai, kepuasan pelanggan saat ini di perusahaan tidak begitu baik. Tujuan penelitian ini untuk melihat pengaruh word of mouth dan kualitas produk terhadap kepuasan konsumen. Dari mulut ke mulut yang ada di perusahaan, memiliki masalah yaitu pelanggan yang tidak merekomendasikan perusahaan kembali kepada pelanggan lain, sehingga mengakibatkan penurunan jumlah pelanggan perusahaan. keluhan pelanggan tentang kualitas produk terjadi secara rutin setiap bulannya. Masalah yang dikeluhkan adalah bahan bangunan yang tidak baik, kesalahan perencanaan dan bahan baku yang tidak sesuai dengan rencana. Penelitian kuantitatif dengan studi deskriptif dan kausal digunakan untuk menganalisis sampel sebanyak 102 pelanggan. Respondennya adalah pelanggan PT Malinau Cipta Persada yang diambil dengan menggunakan simple random sampling dengan probability sampling. Penyebaran kuesioner yang dilakukan telah melewati uji validitas dan reliabilitas. Data yang diuji juga lolos uji normalitas, uji multikolinearitas, heteroskedastisitas, dan uji regresi linier berganda. Dari uji hipotesis dengan hasil uji F (58.473 > 2.70) bahwa word of mouth dan kualitas produk secara simultan berpengaruh terhadap keputusan konsumen pada PT Malinau Cipta Persada. Saran yang dapat diberikan perusahaan perlu menambah media lain yang dapat berkomunikasi dengan pelanggan seperti email dan juga perlu menambah staf yang bertugas menjawab keluhan pelanggan. Selain itu dapat dilakukan dengan menjamin kerusakan pada setiap alat berat yang dibeli oleh konsumen dan memberikan pelayanan alat berat jika dibutuhkan oleh konsumen.

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