Analisis Hubungan Total Kualitas (5Q) dengan Loyalitas Konsumen Produk AMDK Aguaria (Studi Kasus di PT. Indotirta Jaya Abadi)

Susanty, Aries and Suliantoro, Hery and Himawan , Andri (2009) Analisis Hubungan Total Kualitas (5Q) dengan Loyalitas Konsumen Produk AMDK Aguaria (Studi Kasus di PT. Indotirta Jaya Abadi). Diponegoro University. (Unpublished)

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Abstract

Di tengah persaingan usaha AMDK dan AMDU yang ketat di Propinsi Jawa Tengah , PT. Indotirta Jaya Abadi selaku produsen AMDK bermerek AGUARIA di Kota Semarang, menghadapi persaingan yang cukup ketat. Untuk bisa mengatasi persaingan yang semakin ketat tersebut, perlu dilakukan analisis loyalitas konsumen dalam memilih AMDK bermerek AGUARIA. Tujuan dari penelitian ini adalah mengetahui hubungan antara 5Q, total kualitas dan loyalitas konsumen dalam memilih AGUARIA, menguji hubungan antara data demografi konsumen AGUARIA terhadap loyalitasnya dan menyusun rekomendasi yang baik guna meningkatkan loyalitas konsumen dalam memilih AGUARIA sebagai air minumnya. Untuk meningkatkan loyalitas konsumen maka perlu dipertahankan total kualitas yang baik pula, dimana total kualitas dimodelkan dalam lima fungsi kualitas yaitu kualitas produk, kualitas proses, kualitas interaksi, kualitas infrastruktur, dan kualitas lingkungan kerja. Untuk melihat adanya hubungan maupun korelasi antara total kualitas dengan loyalitas konsumen, perlu diadakan analisis uji regresi dan uji korelasi. Sehingga dapat dilihat apakah total kualitas berhubungan dengan loyalitas konsumen dan dapat menentukan strategi CRM yang tepat untuk digunakan. Dari uji F-Test dan uji T-Test, fungsi total kualitas memiliki nilai p-value 0,844 > 0,05, artinya total kualitas tidak berpengaruh terhadap loyalitas konsumen. Dari uji korelasi yang telah dilakukan, didapatkan koefisien korelasi total kualitas dengan loyalitas konsumen 0.025. Hal ini berarti keeratan korelasi total kualitas dengan loyalitas konsumen sangat lemah, sehingga didapatkan persamaan model regresi Y = 3.065 + 0,015 X1 + e. Hal ini dikarenakan produk-produk AMDK sudah memenuhi standar dan persyaratan mutu yang telah ditetapkan dan telah diterapkan di seluruh perusahaan-perusahaan besar AMDK di Indonesia, sehingga sangat sulit bagi para konsumen untuk memilih suatu produk AMDK hanya dari kualitasnya saja. Disarankan untuk penelitian selanjutnya perlu dikaji penambahan fungsi-fungsi yang berhubungan langsung dengan konsumen, seperti fungsi harga dan fungsi brand image. Kata Kunci : total kualitas, loyalitas konsumen, uji regresi, uji korelasi. 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. Key Word : total quality, consumer loyalty, regression, correlation.

Item Type:Other
Subjects:T Technology > TS Manufactures
Divisions:Faculty of Engineering > Department of Industrial Engineering
Faculty of Engineering > Department of Industrial Engineering
ID Code:6319
Deposited By:Admin teknik industri
Deposited On:02 Feb 2010 12:12
Last Modified:02 Feb 2010 12:12

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