KEPUASAN DAN LOYALITAS PELANGGAN PADA PRODUK SUSU BAYI MENGGUNAKAN SERVICE QUALITY DAN PATH ANALYSIS
ABSTRACT: To enlarge market
share a company has to produce quality product, accordance with what the
consumers want. At the large step company has to be able to see and give more
attention to the customer (consumer) satisfaction factors. In the next steps
company can identify their customer loyalty to their products, that are factors
or variables influence consumers loyalty to select to buy their products. There
are many factors that can identify whether the consumer is loyal or not, such
as by knowing the characteristics of a loyal consumer : a) buy regularly, b)
buy outside the product line, c) refuse other products and show resistance from
competitors power of attraction (not easily influenced by competitors power of
attraction for the same products), d) recommend from mouth to mouth. Included
in this research is PT. X that produce baby milk, needs approaches to identify
satisfaction and finally customers loyalty. The results of this research show
that consumers percieve service quality they received as not yet fulfill their
expectations. Improvement priority should be started from Responsiveness,
Emphaty, Assurance, Tangible and Reliability dimensions. All consumer
satisfaction dimensions, both directly or simultaneously influence to consumers
loyalty. Consumer satisfaction for Tangible, Reliability, Responsiveness,
Assurance and Emphaty dimensions together influence to consumer loyalty of
54.66%. Whereas other variables influences outside the service quality
dimension to consumer loyalty of 45.34%
Keyword: Market, Product
Quality, Satisfaction, Loyalty and Service Quality
Penulis: Kukuh Winarso
Kode Jurnal: jpmanajemendd100290
