ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, DELIVERY QUALITY, AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT CV UNGGAS KARYA MANDIRI
DOI:
https://doi.org/10.35794/jmbi.v12i3.64430Abstrak
Kepuasan konsumen merupakan salah satu faktor penentu keberhasilan perusahaan. Setiap perusahaan tentu berlomba-lomba untuk meningkatkan kepuasan konsumennya. Namun, dalam hal ini CV Unggas Karya Mandiri memiliki beberapa masalah kepuasan konsumen terkait produk, pengiriman, dan pelayanan. Untuk itu, tujuan dalam penelitian ini adalah untuk menganalisis pengaruh kualitas produk, kualitas pengiriman, dan kualitas pelayanan terhadap kepuasan konsumen. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan menggunakan analisis SEM-PLS. Sampel penelitian sejumlah 30 orang yang merupakan pelanggan CV Unggas Karya Mandiri. Hasil penelitian menyatakan bahwa kualitas produk dan kualitas pengiriman memiliki pengaruh yang positif signifikan terhadap kepuasan pelanggan CV Unggas Karya Mandiri (pedagang model bisnis B to B) sehingga hipotesis satu dan dua diterima. Namun, kualitas pelayanan tidak terbukti memiliki pengaruh yang signifikan terhadap kepuasan konsumen, sehingga hipotesis tiga ditolak. Hasil penelitian ini dapat dijadikan dasar bagi perusahaan peternakan untuk merumuskan strategi dalam meningkatkan kepuasan pelanggan dengan berfokus pada peningkatan kualitas produk dan kualitas pengiriman.
Kata kunci: Kualitas Produk, Kualitas Pengiriman, Kualitas Pelayanan, Kepuasan Pelanggan, Industri Peternakan
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