Analisis pengaruh physical environment, customer orientation, relationship benefits, product quality, communication, price fairness terhadap relationship quality pada konsumen quiksilver kuta, Bali

Chandra, Benedictus Agio (2018) Analisis pengaruh physical environment, customer orientation, relationship benefits, product quality, communication, price fairness terhadap relationship quality pada konsumen quiksilver kuta, Bali. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Di tengah kondisi perekonomian yang terus meningkat, seiring berjalannya waktu persaingan bisnis menjadi sangat ketat untuk bersaing memeroleh keuntungan yang maksimal untuk bertahan. Di dalam kondisi perekonomian yang tidak menentu ini menjadi sebuah tantangan bagi perusahaan untuk terus melakukan inovasi-inovasi terhadap produk atau jasa yang diberikan. Inovasi yang dilakukan oleh perusahaan adalah untuk tidak kalah bersaing dengan kompetitor yang ada, maka dari itu inovasi sangatlah penting bagi perusahaan. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Physical Environment, Customer Orientation, Relationship Benefits, Product Quality, Communication, dan Price Fairness terhadap Relationship Quality. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 125 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, yang pernah melakukan pembelian di Quiksilver Kuta dalam kurun 3 bulan terakhir. Hasil penelitian menunjukkan bahwa Price Fairness dengan koefisiensi regresi sebesar 0.377 secara positif dan paling besar terhadap Relationship Quality. Hal ini dikarenakan harga produk yang ditawarkan Quiksilver Kuta sesuai dengan kualitas yang ditawarkan. Physical Environment dengan koefisien regresi sebesar 0.025 dan Communication dengan koefisiensi regresi sebesar 0.1 secara positif dan tidak signifikan mempengaruhi Relationship Quality; Customer Orientation dengan koefisien regresi sebesar 0.275, Relationship Benefits dengan koefisien regresi sebesar 0.213, Product Quality dengan koefisien regresi sebesar 0.334 secara positif dan signifikan mempengaruhi Relationship Quality / In the midst of increasing economic conditions, business competition becomes very tight to gain the maximum profit to compete. In this uncertain economic condition it becomes a challenge for companies to continue to make innovations to the products or services provided. Innovation undertaken by the company is not to lose competition with existing competitors, therefore innovation is very important for the company. This study aims to find out how the influence of Physical Environment, Customer Orientation, Relationship Benefits, Product Quality, Communication, and Price Fairness against Relationship Quality. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 125 respondents with the characteristics of male and female respondents aged 18-60 years, who had made a purchase in Quiksilver Kuta in the last 3 months. The results showed that Price Fairness with regression coefficient of 0.377 positively and the biggest to Relationship Quality. This is because the price of products offered Quiksilver Kuta in accordance with the quality offered. The results showed that Physical Environment with regression coefficient of 0.025 and Communication with regression coefficient of 0.1 positively and did not significantly affect Relationship Quality; Customer Orientation with regression coefficient of 0.275, Relationship Benefits with regression coefficient of 0.213, Product Quality with regression coefficient of 0.334 positively and significantly affect Relationship Quality

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