Influence of product attributes and brand image on customer satisfaction at PT Putra Sejahtera Mandiri Vulkasinir, Medan

Jesslyne, Jesslyne (2023) Influence of product attributes and brand image on customer satisfaction at PT Putra Sejahtera Mandiri Vulkasinir, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Putra Sejahtera Mandiri Vulkanisir, Medan experienced a decline in sales performance can be seen from the sales data this was suspected due to product attributes and brand image. The aim of this research is to investigate whether product attributes and brand image have simultaneous influence on customer satisfaction. Product attributes and brand image have an important role in customer satisfaction. Product attributes and brand image are highly connected with customer satisfaction and company sales. In this research, the writer used quantitative research design and IBM SPSS statistics. The writer used descriptive and causal approach. The sampling technique used was simple random sampling. Population is customers at PT Putra Sejahtera Mandiri Vulkanisir, Medan as many as 148 customers and sample amount 108 responden. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y = 17.428 + 0.282 X1 + 0.273 X2+e. The results of hypothesis test showed that product attributes and brand image have an influence on customer satisfaction at either partial or simultaneous. Furthermore, product attributes and brand image and sales performance have 22.2% influence on customer satisfaction. Recommendations for PT Putra Sejahtera Mandiri Vulkanisir, Medan should be regularly carry out quality control of tire retreading production so that the quality produced is consistent and guaranteed. The company's management needs to improve the company's image better and positive by prioritizing quality products, fast and satisfactory service / PT Putra Sejahtera Mandiri Vulkanisir, Medan mengalami penurunan kinerja penjualan dapat dilihat dari data penjualan hal ini diduga karena atribut produk dan citra merek. Tujuan dari penelitian ini adalah untuk menyelidiki apakah atribut produk dan citra merek memiliki pengaruh simultan terhadap kepuasan pelanggan. Atribut produk dan citra merek memiliki peran penting dalam kepuasan pelanggan. Atribut produk dan citra merek sangat terkait dengan kepuasan pelanggan dan penjualan perusahaan. Dalam penelitian ini, penulis menggunakan quantitative research design dan IBM SPSS statistics. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah simple random sampling. Populasi pelanggan di PT Putra Sejahtera Mandiri Vulkanisir, Medan sebanyak 148 pelanggan dan jumlah sampel 108 responden. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y = 17,428 + 0,282 X1 + 0,273 X2 + e. Hasil uji hipotesis menunjukkan bahwa atribut produk dan citra merek berpengaruh terhadap kepuasan pelanggan baik secara parsial maupun simultan. Selain itu, atribut produk dan citra merek serta kinerja penjualan memiliki pengaruh sebesar 22,2% terhadap kepuasan pelanggan. Rekomendasi PT Putra Sejahtera Mandiri Vulkanisir, Medan harus rutin melakukan quality control terhadap produksi vulkanisir ban agar kualitas yang dihasilkan konsisten dan terjamin. Manajemen perusahaan perlu meningkatkan citra perusahaan menjadi lebih baik dan positif dengan mengedepankan produk yang berkualitas, pelayanan yang cepat dan memuaskan

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