Every company in every sector in this world is struggling to keep their
existence and leading in the market including keeping the market notice them,
satisfied toward the usage their product and then hopefully become loyal toward
the brand. This research would like to inform the factors among elements of
customers? preferences to hair extension and their influences to customers?
satisfaction. By involving 370 hair extension customers, the collecting data is
accomplished using questionnaire. The data are processed by using factor analysis
and advanced by multiple linier regression models.
The result is that, there are three factors among elements of customers?
preferences to hair extension, they are, products characteristics, service, and
products variance. Therefore, from those three factors only two factors of
customer preferences are influencing the customer satisfaction significantly; they
are products characteristics and service. It can be seen by using t test that have
significant value less than 5%. Yet, the product variance factor does not influence
customer satisfaction significantly. It can be seen by using t test that has
significant value more than 5%.
(34403001) CLAUDIA C WAWORUNTU
(98-038) Filicia Chandra
Universitas Kristen Petra
Year : 2007
1. CONSUMER RESEARCH
2. CONSUMER BEHAVIOR
3. CONSUMER SATISFACTION
customer preference, customer satisfaction, customer loyalty, product characteristic, service
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Final Assignment Report No. 00010123/MAN/2007; Claudia C. Waworuntu (34403001)
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