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Analisis Kepuasan Konsumen Air Minum Kemasan Gallon Nixie. Studi Kasus PT Nixiea Tata Bogor

Isnardono, Ishardono (2003) Analisis Kepuasan Konsumen Air Minum Kemasan Gallon Nixie. Studi Kasus PT Nixiea Tata Bogor. Masters thesis, Institut Pertanian Bogor.

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                Abstract

                Analysis on Customer Satisfaction On Drinking Water of Nixie Gallon Packaging A Case Study in PT Nixiea Tata, Bogor ISNARDONO PT Nixiea Tata is a company that produces drinking water in gallon packaging containing high degree of 02 under the brand of Nixie. PT Tata was established on 9 September 1999. By this moment, PT Nixiea Tata has gained household field in Bogor area as its market share. In the efford of maintaining the market share, PT Nixiea Tata keeps doing research on its customer satisfaction. The objective of this research is to understand the customer's various behaviors in satisfaction on the product and to analyze the important product's attributes which influence level of customer satisfaction. This research bases on the method of survey by purposive sampling using questionaire as the measurement instrument. Cluster analysis and discrimination analysis are used in this research as analysis measurement in segmenting and doing chisquare experiment to oversee the satisfaction level and customer behavior. Interest - satisfaction matrix is used to analyze the important attributes influencing the level of satisfaction, while analyses Gap (Expectation - Realify) and average Method are used for prioritizing the attributes. Result of this research shows Nixie's customers are classified into two psychographic segment, which are Rational segment with the characteristic of putting stress on product advantage and Follower segmerrt who follows the major opinion in decision making process as its characteristic. Rational segment show higer level of satisfaction, and spend longer time and more products in consuming the product compared to those of Follower segmen. Rational segment who puts the interest on the advatage of the product and 02 content indicate the difference of behavior of both segments, while Follower consider its price. Based on the analysis, the important attributes influencing customer satisfaction such as taste, smell of water, easy in purchasing the product, advantage, 02 content, Deparfement of health, and expiry date become the attributes that should be maintained its effectiveness. While price is the most-prioritized attribute since it has high level of interest yet low level of satisfation. From the overall result of this research, I suggest PT Nixiea Tata to concern on the difference of satisfaction level of Rational and Follower segment by observing the effectiveness of attributes of both segments which are advantage, 02 content andprice. Other attributes to observe are taste, smell of water, easy in purchasing the product, Departement of Health and expiry date.

                Item Type: Thesis or Disertation (Masters)
                Uncontrolled Keywords: Tingkat kepentingan, Tingkat Kepuasan, Tingkat harapan, Tingkat Kenyataan, Prioritas, Atribut, Loyalitas, Psikografis, Demografi, Cluster Analisis, Discriminant Analysis, Segmen Rasional, segmen Follower, Kandungan Oksigen
                Subjects: Manajemen Pemasaran
                Divisions: Graduate Program of Management and Business > Perpustakaan
                Depositing User: Staff-7 Perpustakaan
                Date Deposited: 12 Jan 2012 16:24
                Last Modified: 31 Jan 2012 11:03
                URI: http://repository.mb.ipb.ac.id/id/eprint/677

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