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The Impact Of Quality Of Rabbani Headscarf Products On The Consumer Satisfaction Level In Bandung City

Skripsi, 025 / 2019 / BA
Undergraduate Theses from JBPTPPOLBAN / 2020-01-03 11:41:34
Oleh : Sifauziah - 155254027 (syifauziah35@gmail.com)
Dibuat : 2020-01-03, dengan 4 file

Keyword : Kualitas produk, kepuasan konsumen
Subjek : Product quality, customer satisfaction

Bandung merupakan kiblat fesyen muslim di Jawa Barat bahkan dalam tingkat nasional. Hal ini menyebabkan ketatnya persaingan bisnis dalam dunia fesyen muslim. Untuk itu, peran penting yang mesti dilakukan oleh sebuah perusahaan adalah memprioritaskan kualitas produk sebagai dasar untuk menarik konsumen sehingga konsumen dapat merasakan kepuasan dari kualitas produk yang dihasilkan. Menurut TBI (Top Brand Indeks) Rabbani mengalami penurunan peringkat juga tren TBI yang naik turun, serta menurut grafik google trend Rabbani pula mengalami penurunan minat konsumen dalam daya beli produk kerudung. Dan hasil penyebaran kuesioner pra penelitian diperoleh 70.45% atau 31 orang kecewa dengan kualitas produk kerudungnya, hal ini mengakibatkan konsumen tidak puas dengan produk kerudung Rabbani. Penelitian ini bertujuan untuk mengetahui bagaimana kualitas produk kerudung Rabbani terhadap kepuasan konsumen di Kota Bandung. Menurut Garvin (1987) terdapat delapan dimensi untuk menguji variabel kualitas produk yaitu performance, features, reliability, conformance, durability, serviceability, aesthetic dan perceived quality. Penelitian dilakukan dengan menggunakan metode kuantitatif. Teknik penarikan sampel dengan menggunakan teknik non-probability sampling dan kuesioner disebarkan kepada konsumen kerudung Rabbani di Kota Bandung sebanyak 150 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh kualitas produk terhadap tingkat kepuasan kosumen secara simultan atau bersama-sama, sedangkan secara parsial atau terpisah hanya terdapat dua variabel yang berpengaruh signifikan terhadap tingkat kepuasan konsumen yaitu variabel conformance dan perceived quality. Koefisien determinasi pada penelitian ini memperoleh hasil sebesar 51% artinya kualitas produk mempengaruhi tingkat kepuasan konsumen sebesar 51% dan sisanya dipengaruhi oleh faktor-faktor lainnya. Kata kunci: Kualitas produk, kepuasan konsumen.

Deskripsi Alternatif :

Bandung is a fashion center for muslim in West Java even at the national level. This has caused intense business competition in the Muslim fashion world. For this reason, an important role that must be performed by a company is to prioritize product quality as a basis for attracting consumers so that consumers can feel satisfaction from the quality of the products produced. According to TBI (Top Brand Index) Rabbani has experienced a downgrade as well as a trend of ups and downs of TBI, and according to Rabbani's Google Trend chart, there has also been a decline in consumer interest in purchasing power of veil products. And the results of pre-research questionnaires were obtained by 70.45% or 31 people disappointed with the quality of their veil products, this resulted in consumers not satisfied with Rabbani veil products. According Garvin (1987) this study aims to determine how the quality of Rabbani's veil products to customer satisfaction in the city of Bandung. There are eight dimensions to test product quality variables, namely performance, features, reliability, conformance, durability, serviceability, aesthetic and perceived quality. The study was conducted using quantitative methods. The sampling technique using non-probability sampling techniques and questionnaires distributed to consumers Rabbani veil in Bandung as many as 150 respondents. The results showed that there was an effect of product quality on the level of customer satisfaction simultaneously or together, whereas partially or separately there were only two variables that had a significant effect on the level of customer satisfaction, namely conformance and perceived quality variables. The coefficient of determination in this study obtained a result of 51%, meaning that the quality of the product affects the level of customer satisfaction by 51% and the rest is influenced by other factors. Keywords: Product quality, customer satisfaction.

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Properti	Nilai Properti
ID Publisher	JBPTPPOLBAN
Organisasi
Nama Kontak	Erlin Arvelina
Alamat	Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga
Kota	Bandung
Daerah	Jawa Barat
Negara	Indonesia
Telepon	022 201 3789 ext. 168, 169, 239
Fax	022 201 3889
E-mail Administrator	erlin.arvelina@polban.ac.id
E-mail CKO	erlin.arvelina@polban.ac.id