PENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN DI KOTA PADANG (KARTU IM3 PRA BAYAR DARI PT. INDOSAT, TBK)

Sukmana, Hendra (2010) PENGARUH ATRIBUT PRODUK TERHADAP KEPUASAN PELANGGAN DI KOTA PADANG (KARTU IM3 PRA BAYAR DARI PT. INDOSAT, TBK). S1 thesis, Universitas Andalas.

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Abstract

Product attributes are the elements of a product that consumers consider important and use as a basis for making purchasing decisions. Product attributes have three components: quality, features, and design. Customer satisfaction is the respondent's response to fulfillment. The purpose of this study was to determine how respondents responded to IM3 Smart product attributes in Padang City, and what the level of respondent satisfaction was with IM3 Smart cards, as well as to measure the extent to which product attributes influenced IM3 Smart customer satisfaction in Padang City. The results of the study showed that the feature variable had a significant effect on IM3-Smart customer satisfaction, while the quality and design variables did not have a significant effect on IM3-Smart customer satisfaction in Padang City. The calculation of the coefficient of determination value was 0.148. This value indicates that the influence between the Product Attribute variables (quality, features and design) and the customer satisfaction variable in Padang City was 14.8% while the remaining 85.2% was influenced by other factors outside the attributes. Based on the results of the F test, it was found that quality, features, and design simultaneously and together were able to influence IM3-Smart customer satisfaction in Padang City.

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