ABSTRAK Atribut produk merupakan salah satu unsur penting dalam merancang strategi perusahaan. Pemasar dapat memperoleh keunggulan kompetitif dari perancangan atribut produk yang baik. Tujuan dilakukannya penelitian ini adalah untuk mengetahui faktor atribut yang dipertimbangkan ketika memilih produk multivitamin, mengetahui gap kepuasan berdasarkan faktor atribut produk dan untuk menganalisis pengaruh atribut produk terhadap kepuasan. Objek penelitian yang digunakan adalah produk multivitamin, sedangkan yang menjadi sampel penelitian adalah orang yang mengkonsumsi produk multivitamin dengan jumlah 198 orang. Penelitian ini dilakukan di Bandung diawali dengan melakukan pretest untuk mengetahui atribut apa saja yang dianggap penting. Instrumen penelitian dikembangkan oleh peneliti dan didukung oleh Lamb,Hair & McDaniel (2001); Kotler (2005); dan Stanton (1993). Metode analisis data yang dilakukan adalah EFA (Exploratory Factor Analysis), reabilitas, rata-rata hitung, dan regresi berganda. Hasil penelitian menunjukan bahwa faktor atribut yang dipertimbangkan konsumen ketika memilih produk multivitamin adalah faktor promosi, faktor labelling, dan faktor ciri produk. Untuk atribut produk yang dianggap sudah memuaskan adalah atribut warna, kemasan, iklan, bentuk, bonus, dan rasa. Sedangkan atribut informasi dan tanggal kadaluarsa masih dianggap belum memuaskan. Hasil penelitian juga menunjukan pengaruh atribut produk pada kepuasan konsumen sebesar 8,3%. Kata-kata kunci: Atribut Produk, Atribut Promosi, Atribut Labelling, Atribut Ciri Produk, Kepuasan Konsumen.
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ABSTRACT
Product attributes is one of the most important things in designing a company strategies. Marketer can gain the competitive advantages from the good design of product attributes. Purpose in this reasearch is for knowing atributt factors that consumer consideed when buy multivitamin product, knownig statisfaction gap by factor atributtes and knowing influence atributte product to statisfaction. Research object in this research is multivitamins products, and the research sample is the people who consumed the multivitamins products which the total respondent is 198 people. This research is being held in Bandung, first step is to do the pre-test to find out what kind of product attributes is important. Research instruments developed by the researcher and support by Lamb, Hair & McDaniel (2001); Kotler (2005); and Stanton (1993). Analysis method which is used in this research is EFA (Exploratory Factor Analysis), reliability, mean, and multiple regressions. The Result from this research shows the attributes factors which is considered by the consumer when choose the multivitamins product, is the promotion factor, labeling factor, features factor. For the attributes which is considered satisfied for the consumer is the color attributes, packaging, advertisement, shape, bonus, and flavor, besides that the informational attributes and expiry date is considered not satisfying the consumer yet. This reasech also shows influence of the product attributes to consumer satisfaction is 8.3%. Keywords : Product attributes, promotion attributes, labeling attributes, features attributes, consumer satisfaction
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DAFTAR ISI Kata Pengantar .............................................................................................. i Daftar Isi ....................................................................................................... v Daftar Tabel .................................................................................................. viii Daftar Gambar ............................................................................................... ix Daftar Lampiran ............................................................................................ x Abstrak ........................................................................................................... xi
BAB
I
PENDAHULUAN
1.1 Latar Belakang Penelitian ........................................................ 1 1.2 Identifikasi Masalah ................................................................. 8 1.3 Tujuan Penelitian ..................................................................... 8 1.4 Kegunaan Penelitian ................................................................ 9 1.5 Kerangka Pemikiran ................................................................. 10 1.6 Ruang Lingkup Penelitian ........................................................ 11 1.7 Sistematika Penulisan .............................................................. 11
BAB II
KAJIAN PUSTAKA
2.1 Pengertian Pemasaran .............................................................. 13 2.2 Bauran Pemasaran .................................................................... 16 2.3 Produk ...................................................................................... 19 2.3.1 Definisi dan Pengertian Produk ...................................... 19 2.3.2 Tingkatan Produk ............................................................ 19 2.3.3 Hirarki Produk................................................................. 21 2.3.4 Klasifikasi Produk ........................................................... 22 2.4 Atribut Produk.......................................................................... 24 2.4.1 Pengertian Atribut Produk .............................................. 24 2.4.2 Komponen Atribut Produk .............................................. 26 2.4.2.1 Kualitas Produk (Product Quality) ...................... 26 2.4.2.2 Fitur Produk (Product Features)......................... 27
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2.4.2.3 Desain Produk (Product Design)......................... 27 2.4.2.4 Merek .................................................................. 28 2.4.2.5 Kemasan .............................................................. 29 2.4.2.6 Label (Labelling)................................................. 33 2.4.3 Pentingnya Atribut Produk.............................................. 34 2.5 Perilaku Konsumen .................................................................. 36 2.6 Kepuasan Konsumen ................................................................ 39 2.6.1 Pengertian Kepuasan Konsumen..................................... 39 2.6.2 Manfaat Program Kepuasan Konsumen.......................... 40 2.6.3 Model Konseptual Kepuasan Konsumen ........................ 47 2.6.4 Pengukuran Kepuasan Konsumen................................... 53 2.7 Rumusan Masalah dan Pengembangan Hipotesis .................... 57
BAB III
METODOLOGI PENELITIAN
3.1 Desain Penelitian ...................................................................... 59 3.2 Populasi dan Sampel Penelitian ............................................... 63 3.3 Metode Penarikan Sampel dan Penentuan Jumlah Sampel...... 64 3.4 Metode Pengumpulan Data ...................................................... 66 3.5 Definisi Operasional dan Skala Pengukuran ............................ 69 3.6 Uji Pendahuluan ....................................................................... 73 3.6.1 Uji Eksplolatori Factor Analysis ..................................... 73 3.6.2 Hasil Pengujian Eksplolatori Factor Analysis................. 74 3.6.3 Uji Reabilitas................................................................... 79 3.6.4 Hasil Uji Reabilitas ......................................................... 80 3.6.5 Uji Outlier ....................................................................... 81 3.6.6 Uji Asumsi Klasik ........................................................... 84 3.6.6.1 Uji Multikolonieritas ........................................... 84 3.6.6.2 Uji Normalitas ..................................................... 86 3.6.6.3 Uji Heterokedastisitas ......................................... 88 3.6.7 Metode Analisis Data ...................................................... 89
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BAB IV
HASIL PENELITIAN DAN PEMBAHASAN 4.1 Karakteristik Responden ................................................. 94 4.1.1 Karakteristik Responden Berdasarkan Usia ........ 95 4.1.2 Karakteristik Responden Berdasarkan Jenis Kelamin ............................................................... 97 4.1.3 Karakteristik Responden Berdasarkan Pekerjaan ............................................................. 97 4.1.4 Karakteristik Responden Berdasarkan Pendapatan per Bulan .......................................... 99 4.1.5 Karakteristik Responden Berdasarkan Penggunaan Multivitamin ................................... 102 4.1.6 Karakteristik Responden Berdasarkan Merek Multivitamin yang Dikonsumsi .......................... 102 4.2 Pembahasan Hasil Penelitian .......................................... 106 4.2.1 Penilaian Konsumen Terhadap Kinerja Atribut Multivitamin........................................................ 106 4.2.2 Pengujian Pengaruh Atribut Atribut Produk Secara Menyeluruh pada Kepuasan Konsumen .. 110 4.2.3 Hasil Uji Analisis Regresi Berganda................... 112 4.3 Pembahasan Hasil Penelitian .......................................... 116 4.4 Perbandingan dengan Penelitian Terdahulu .................... 122 4.5 Ringkasan Hasil Penelitian ............................................. 123
BAB V
SIMPULAN DAN SARAN 5.1 Simpulan ......................................................................... 124 5.2 Implikasi Manajerial ....................................................... 125 5.3 Keterbatasan Penelitian ................................................... 126 5.4 Saran…............................................................................ 126
Daftar Pustaka ............................................................................................... xii
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DAFTAR TABEL 2.1
Alternatif Definisi Kepuasan Konsumen .......................................... 40
2.2
Harapan, Kinerja, dan Kepuasan ....................................................... 49
2.3
Pengukuran Kepuasan Konsumen..................................................... 56
3.1
Perbandingan Penelitian Eksplolatoris dan Penelitian Konklusif ..... 62
3.2
Definisi Operasional dan Skala Pengukuran ..................................... 72
3.3
Pengujian Kecukupan Sampel........................................................... 75
3.4
Hasil Pengujian Eksplolarori Factor Analysis .................................. 76
3.5
Ringkasan Hasil Uji EFA .................................................................. 78
3.6
Cronbach’s Alpha ............................................................................. 81
3.7
Hasil Uji Outlier ................................................................................ 83
3.8
Hasil Uji Multikolonieritas ............................................................... 86
3.9
Hasil Uji Normalitas ......................................................................... 87
3.10
Hasil Uji Heterokedastisitas .............................................................. 89
4.1
Karakteristik Responden Berdasarkan Usia ...................................... 95
4.2
Karakteristik Responden Berdasarkan Jenis Kelamin ...................... 97
4.3
Karakteristik Responden Berdasarkan Pekerjaan ............................. 97
4.4
Karakteristik Responden Berdasarkan Pendapatan per Bulan .......... 99
4.5
Karakteristik Responden Berdasarkan Penggunaan Multivitamin ... 102
4.6
Karakteristik Responden Berdasarkan Merek Multivitamin yang Dikonsumsi ....................................................................................... 102
4.7
Tingkat Kepentingan Atribut ............................................................ 106
4.8
Tingkat Kinerja Atribut ..................................................................... 107
4.9
Gap Tingkat Kepentingan Atribut dan Kinerja Atribut .................... 108
4.10
Anova (b) .......................................................................................... 112
4.11
Hasil Regresi Kepuasan Konsumen .................................................. 113
4.12
Model Summary ................................................................................ 115
4.13
Ringkasan Hasil Pengujian Hipotesis ............................................... 123
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DAFTAR GAMBAR 1.1
Rerangka Pemikiran .......................................................................... 10
2.1
Tingkatan Produk .............................................................................. 21
4.1
Chart Kepuasan Konsumen ............................................................... 109
4.2
Model Penelitian ............................................................................... 110
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DAFTAR LAMPIRAN Lampiran 1
: Kuesioner
Lampiran 2
: Uji Eksplolatori, Reabilitas, dan Uji Asumsi Klasik
Lampiran 3
: Analisis Regresi
Lampiran 4
: Karakteristik Responden
Lampiran 5
: Gap Kepuasan Konsumen
Lampiran 6
: Jurnal
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