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Studi Kepuasan Pelanggan Pemilik X Member Card Di Toserba X Bandung
Sylviani Eka Pratiwi (2017) | Tugas Akhir | Manajemen
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Ringkasan
Penelitian ini dilatar belakangi dengan adanya keluhan konsumen khsusnya pemilik member card. Dari hasil wawancara dengan staff customer relationship, dapat disimpulkan bahwa kepemilikan member card hanyalah sebatas untuk mendapatkan diskon saja. Tujuan dari penelitian ini adalah untuk mengetahui sejauh mana kepuasan pemilik X member card, mengukur hubungan manfaat X member card dan kepuasan pemilik X member card, dan mengidentifikasi pengaruh manfaat (soft benefit dan hard benefit) terhadap kepuasan pemilik X member card. Responden yang digunakan sebanyak 150 responden. Dengan pengambilan sampel secara judgemental sampling dengan menggunakan alat kuesioner. Penelitian ini menggunakan statistik deskriptif, uji validitas, uji reliabilitas, distribusi normal, korelasi. Statistik non parametrik dengan analisis regresi logistik untuk menguji pengaruh variabel independen terhadap dependen yang datanya berdistribusi tidak normal. Hasil dari penelitian ini menunjukkan bahwa persepsi konsumen terhadap X member card sudah cukup puas, namun masih harus ada peningkatan untuk mencapai kepuasan. Untuk variabel soft benefit dan hard benefit mempunyai pengaruh positif dan signifikan terhadap kepuasan. Dari kedua variabel yang digunakan dalam penelitian ini, dimensi soft benefit memiliki skor terendah. Hal ini mengindikasikan bahwa variabel soft benefit terutama memberikan pelayanan khusus seperti undangan acara khusus bagi pemilik member perlu menjadi prioritas utama dalam peningkatan manfaat X member card. Kata Kunci: Member card, soft benefit, hard benefit, dan satisfaction.
Ringkasan Alternatif
The background of this research is existence of consumer complaint, especially from a X member card owner. From interviews with staff customer relationship, it can be concluded member card owner only to get discount. The aims of this research are to identify the extent of satisfaction of Toserba X member card ownership; measure the relationship between the benefit of Toserba membership card and the card satisfaction; and measure the influence of the card benefit (soft benefit and hard benefit) on the satisfaction of the card owner. This research involve 150 respondents based on judgmental sampling procedure, and questionnaire for data collection. This research used descriptive statistic, validity test, reliability test, normality distribution test, and correlation. Non parametric statistic with logistic regression analysis is used to determine the influence of independent variable on dependent variable based on not normally distributed data. This research result is both soft benefit and hard benefit influenced positificantly significant on satisfaction. From tehese two varables used in this research, the dimension of the soft benefit has the lowest score. This indicate that the variable soft benefit mainky provide specialized services such as special event invitations for owners of X member card to be a priority improving X member card benefits. Keywords: Member card, soft benefit, hard benefit, and satisfaction.