Pengaruh bauran pemasaran terhadap kepuasan pelanggan dan loyalitas pelanggan (studi kasus pt pupuk sriwidjaja)

Setiadi, Aditya (2018) Pengaruh bauran pemasaran terhadap kepuasan pelanggan dan loyalitas pelanggan (studi kasus pt pupuk sriwidjaja). Masters thesis, Institut Pertanian Bogor.

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Abstract

One of the agricultural sectors affecting the country’s income is Agribusiness. Agribusiness is defined as the overall production and distribution activities of farming production facilities including farming production activities, storage activities, processing, and distribution of agricultural commodities (Sudana 2005). The development of the agribusiness sector toward Indonesia’s economic growth is inseparable from supporting industries that support the advancement of the agricultural sector. One of the supporting industries comes from the agribusiness sub-sector, namely fertilizer industry. Initially, Indonesia established a fertilizer company named Pupuk Sriwidjaja (PUSRI). PT Pusri started getting new competitors from China in 2000. The import of fertilizer has been increasing very rapidly since 2010 until now. The high activity of importing fertilizers originating from China turned out to impact on decreasing sales of PT Pusri. However, there were some national fertilizer companies that can survive on Chinese imported fertilizer. It could be seen from the sales of PT Petro Kimia and PT Pupuk Kaltim in which they did not experience any decrease. In such s tight competitive conditions, finding new customers requires greater cost and time rather than maintaining the existing customers. The company costs are five times more on acquiring new customers rather than maintaining the existing ones (Kotler and Keller 2012;). One of switching barriers that can be carried out to retain customers is by forming or growing customer loyalty. The company needs to focus on what factors influencing customer loyalty and how to improve factors affecting the loyalty. During its formation, loyalty is influenced by customer satisfaction which is also influenced by the marketing mix. Dimensions of the marketing mix affect loyalty through customer satisfaction indirectly. This research was conducted in the area of South Sumatera. The selection was conducted deliberately because South Sumatera was the biggest market of PT Pusri. This research was conducted in January-February 2018. The sampling technique of this research was based on non-probability sampling method involving convenience sampling technique. According to Sumarwan et al. (2015), non-probability sampling means that opportunity is not required in the sample determination (example) so that the obtained data is only valid for the people becoming the research respondents. Based on the analysis results of the factors influencing PT Pusri’s fertilizer purchasing decisions, conclusion can be drawn to answer the objectives of the research. The level of consumer satisfaction of PT Pusri fertilizer was in the ‘satisfied’ category at 67.8 percent value. Meanwhile, the level of consumer loyalty of PT Pusri fertilizer was in the ‘loyal’ level at 64.51 percent value. The factors of the marketing mix that significantly influence the consumer satisfaction of PT Pusri fertilizer are Product and Price. Place and Promotion factors did not has significantly influence customer satisfaction. Meanwhile, consumer satisfaction had a significant influence in the formation of customer loyalty. Based on the evaluation results of the IPA diagram, the order of priority level of improvements that should be carried out by PT Pusri are (1) Competitive Price, (2) Performance, (3) Appropriate Price to the Quality, (4) Affordable Price, (5) Feature, (6) Reliability, and (7) Durability. The main priority indicator is the competitive price. The way to improve the performance is by reducing the performance of Feature, Reliability, and Durability indicators. The manajerial implication that can be implemented in product elemen is Quality Aesthetics strategic. The price element can be implemented was making a new factory which can replace three old factory. The indicator that should be maintained was Performance. PT Pusri should maintain the quality of fertilizer because the quality of PT Pusri’s fertilizer has now been recognized by the farmers. Another strategy that can be applied is monitoring the indicators of Appropriate Price to the Quality and Affordable Price.

Item Type: Thesis (Masters)
Uncontrolled Keywords: bauran pemasaran, kepuasan, loyalitas, pupuk, SEM marketing mix, satisfaction, loyalty, fertilizer, SEM
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 15 Feb 2019 02:27
Last Modified: 15 Feb 2019 02:27
URI: http://repository.sb.ipb.ac.id/id/eprint/3276

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