ANALISIS HUBUNGAN TOTAL KUALITAS (5Q) DENGAN LOYALITAS KONSUMEN PRODUK AMDK AGUARIA

Abstract

In the middle of tight competition of AMDK and AMDIU products in Central Java Province, PT. Indotirta Jaya Abadi as AMDK ‘AGUARIA’ producer in Semarang also facing tight competition. To overcome competition which become tighter and tighter, the company have to analyze consumer loyalties in choosing its AMDK product. The goal of this research is to know relation between 5Q, total quality, and consumers loyalties in choosing AGUARIA as their everyday drinking water, testing relation between AGUARIA consumer demography to consumer loyalties in choosing AGUARIA as their drinking water and try to give recommendation to increase consumer loyalties in choosing AGUARIA as their drinking water. To increase consumer loyalties need to maintain good total quality. Total quality to be modeled in five quality functions those are quality of product, quality of process, quality of interaction, quality of infrastructure, and quality of environment. To see correlation between total quality with consumer loyalties, need to analysis correlation test and regression test. With these test can be concluded is there a correlation between total quality with consumer loyalties and to determine exact CRM strategy to be used. From F-Test and T-Test, the total quality function have p-value 0,844 > 0,05, it’s mean the total quality do not have an effect on the consumer loyalties. From correlation test which have been done, it’s found that correlation coefficient of total quality with consumer loyalties is 0.025. That’s means correlation total quality with consumer loyalties is weak, with equation regression model Y = 3.065 + 0,015 X1 + e. This conclusion arise from the fact that all AMDK products already fulfill the standard and product quality which have been applied to all big company of AMDK in Indonesia, so very difficult to all consumer to choose an AMDK product only from its quality. It is suggested for the next research to study other consumers direct corresponding functions, like price function and brand image function.