ANALISIS PERILAKU KONSUMEN PANEL BETON RINGAN BERSERAT (ARGON) PRODUKSI BAKRIE DI KOTA SEMARANG

Abstract

Kepuasan yang dapat memenuhi harapan konsumen dan sosialisasi promosi yang dapat merangsang konsumen segera melakukan pembelian akan mempengaruhi loyalitas konsumen , pada akhimya loyalitas konsumen akan berpengaruh langsung pada perilaku konsumen untuk melakukan pembelian ulang . Pada penelitian ini metode yang digunakan adalah regresi linier ,dengan bantuan program SPSS untuk menguji tiga hipotesis yang diajukan yaitu : 1. Adanya hubungan positif antara kepuasan konsumen yang meliputi pelayanan, kualitas yang balk, harapan konsumen dan nilai yang diterima konsumen dengan loyalitas konsumen pada CV. Wahana Cipta Karsa Semarang. 2. Adanya hubungan positif antara sosialisasi promosi dengan loyalitas konsumen produk arcon pada CV. Wahana Cipta Karsa Semarang. 3. Adanya hubungan positif antara loyalitas konsumen dengan perilaku konsumen melakukan pembelian produk arcon pada CV. Wahana Cipta Karsa Semarang. Hasil penelitian menunjukkan bahwa ketiga hipotesis tersebut signifikan, artinya ada hubungan positif antara kepuasan konsumen dan sosialisasi promosi dengan loyalitas konsumen serta loyalitas konsumen dengan perilaku konsumen untuk melakukan pembelian ulang. Implikasi pada teori manajemen, bahwa penelitian ini telah dilakukan untuk menghasilkan sebuah bukti empirik bahwa kepuasan konsumen dan sosialisasi promosi akan menentukan keberhasilan perusahaan dalam meningkatkan loyalitas konsumen yang berakibat langsung pada peningkatan perilaku konsumen untuk melakukan pembelian ulang.The satisfaction that meet consumers expectation and the socialized promotion that stimulate consumer to buy the products will effect consumers loyalty,and the !attest will directly effect on consumer's behavior to re-buy products. In this study, the method used is linear regression, with SPSS program to examine three hypotheses that submit . The three hypotheses are : 1. The existence of positive relation between consumers satisfaction that include service, high quality, consumer's expactation, and value that may be accepted by the consumer's and consumer's loyalty for CV. Wahana Cipta Karsa Semarang. 2. The existence of positive relation between the socialized promotion and consumer's loyalty of arcon's product for CV. Wahana Cipta Karsa Semarang. 3. The existence of positive relation between consumer's loyalty and consumer,s behavior to buy the arcon's product for CV. Wahana Cipta Karsa Semarang. The results of this study prevail that the three hypotheses show significant marks. It means three is a positive relation between consumer's satisfaction as well as the socialized promotion and consumer's loyalty. Also, there is a positive relation between consumer's loyalty and consumer's behavior to re-buy products. Implication of this study for theory of management is that this study had conducted to look for an empirical finding which prevail that the consumer's satisfaction and the socialized promotion will determine company's succes to improve sonsumers loyalty. As said above, the loyalty will directly effect on improved consumer's behavior to re-buy product In spite of that, implication of this study for management's policy is that CV. Wahana Cipta Karsa still need to improve their activity in promotion field i.e. socialized promotion. The promotions that have been operated are the positive point and it need to improved by reliable markerting forces. Also, in this case , the consumer's satisfaction has to be maintained constantly. And for long period, management has to widen the reach of operational areas.