Analysis of factors that influence customer's satisfaction towards leicht brand furniture at PT Karya Mitra Bersama, Surabaya

Angdjaja, Randy and Hanafy, Edwin (2007) Analysis of factors that influence customer's satisfaction towards leicht brand furniture at PT Karya Mitra Bersama, Surabaya. Bachelor thesis, Petra Christian University.

Abstract

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

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