Leicht is one of the most famous kitchen manufacturer in the world, in
Indoesia especially in Surabaya, Leicht is marketed by PT Karya Mitra Bersama. In
Surabaya, PT Karya Mitra Bersama can only sell 76 unit for 4 years which is very
low compare to the market size (50.000 rich family). The purpose of this research are:
(1) To know .what factors that influence customer satisfaction in consuming Leicht
fitted kitchen at PT Karya Mitra Bersama in Surabaya; (2) To know what factors as
simultaneously have significant effect to customer satisfaction in buying Leicht fitted
kitchen at PT Karya Mitra Bersama in Surabaya; (3) To know what factors as
partially have significant effect to customer satisfaction in buying Leicht fitted
kitchen at PT Karya Mitra Bersama in Surabaya; and (4) To know what are the
dominant factors that influence customer satisfaction in consuming Leicht fitted
kitchen at PT Karya Mitra Bersama in Surabaya.
The type of research are exploratory research and causal research, with use
hypothesis. The main data is primarily data which collected by questionaere to 76
respondent. Analysis model are factor analysis and multiple linear regression.
Based up on factor analysis results, five variables which effect customer
satisfaction (product quality, service quality, price, personal factors, and brandimage)
is grouped become 3 new factors which are quality factor (product and
service), personal-image factor (personal factors and brand image), and price factor.
Based up on multiple regression analysis results: (1) As simultaneusly quality factor,
personal-image factor, and price factor have big contribution to customer satisfaction
in consuming Leicht fitted kitchen, by 75.80% (R 2). Real contribution 74.80%
(adjusted R2), as partially quality factors have positive relationship and significant,
personal-image factors have positive relationship and significant but price have
positive relationship but not significant towards customer satisfaction. from this 3
new factors, quality factors have the most dominant contribution towards customer
satisfcation
Author
• (34402004) EDWIN HANAFY
• (34402022) RANDY ANGDJAJA
Contributor
• (98-037) Ricky
• (98-038) Filicia Chandra
Publisher
Universitas Kristen Petra
Year : 2007
Subject
1. CONSUMER RESEARCH
2. CONSUMER SATISFACTION
Keyword
product quality, service quality, price, personal factors, brand image, customer satisfaction, quality factor, personal image factor, price factor
Category
s1 - Skripsi/Undergraduate Thesis (International Business Management)
Language
English
Rights
Final Assignment Report No. 00010103/MAN/2007; Edwin Hanafy (34402004), Randy Angdjaja (34402022)
The resource(s) is/are owned by the Creator/Contributor.Reproduction & distribution for non-commercial purposes is permitted provided that the credit for the Creator/Contributor and the source are explicitly stated,and no alteration are made
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