Pengaruh citra produk dan kepuasan terhadap loyalitas konsumen pada herbal medicine di Surabaya

Muljani, Ninuk and Susanti, Christina Esti (2011) Pengaruh citra produk dan kepuasan terhadap loyalitas konsumen pada herbal medicine di Surabaya. In: Call for Paper : Enhancing Indonesia's Competitive advantage in the global economy, 13 Desember 2011, Universitas Kristen Satya Wacana Salatiga.

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Abstract

Goal of this research is to know the influence of product image and consumer satisfaction simultaneously and partially toward consumer loyalty on herbal medicine in Surabaya. Independent variable this research are herbal medicines image and customer satisfaction. Herbal medicines image is customer evaluation for product attribute. Measurement variable of herbal medicines image are: (1) benefit, (2) price, (3) ingredient, and (4) comfort. Customer satisfaction to herbal medicines is customer feeling about performance of the product attribute after consumption. Measurement variable of customer satisfaction based on attributes related to product that are: (1) value price relationship, (2) product quality, (3) product benefit, (4) product features, (5) product reliability and consistency, and (6) range of product or service. Dependent variable this research is customer loyalty. Customer loyalty to herbal medicines is customer tends to routine consumption behavior. Measurement variable of customer loyalty are: (1) herbal medicines is the first choice, (2) tends to always use herbal medicines, (3) willingness to try herbal medicines, and (4) recommendation to the other else to use herbal medicines. Sample characteristic are: (1) age ≥ 17 tahun, (2) have an experience with herbal medicines consumption, and (3) live in Surabaya. Sample size this research are 100. Sampling method in this research is random sampling. Result of the research shows that product image and consumer satisfaction simultaneously and partially affect consumer loyalty on herbal medicine in Surabaya. Although the influence is weak, it is significant. So, recent companies should try to maintain their customers. Vanishing customers means losing their revenue. It also means losing opportunity to obtain companies’ profit.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: product image, satisfaction, loyalty, herbal medicine
Subjects: Business > Management
Divisions: Proceeding > Faculty of Business
Depositing User: Users 12 not found.
Date Deposited: 24 Feb 2015 03:15
Last Modified: 14 Jun 2019 07:33
URI: http://repository.wima.ac.id/id/eprint/1481

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