Crucial Factors Affecting Customer Trust to Quality of Product Before and During Covid-19 Pandemic (Case Study on Bottled Water Customer in Padang)

Warisatil, Ilmi (2022) Crucial Factors Affecting Customer Trust to Quality of Product Before and During Covid-19 Pandemic (Case Study on Bottled Water Customer in Padang). Diploma thesis, Universitas Andalas.

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Abstract

The background of this study stems from the phenomenon of changes in consumer behavior during the covid-19 pandemic. Customers are thought to be more careful when purchasing various things. As seen by their intake of healthy, hygienic, and safe food and beverages for their bodies. Additionally, the background is from the relevance of customer trust in product quality at a time when industry competition is becoming more intense and rising at a rapid pace. One of them is bottled water companies, of which there are now roughly 1,023 with a total of 7,780 bottled water products. Therefore, it is important to attract customers by focusing on customer trust, which is favorably linked to customer loyalty to the products on offer. This study analyzes the crucial factors affecting customer trust in the quality of bottled water and the differences before and during the Covid-19 pandemic. The method used in this research is grey relational analysis (GRA). This method adopts the concept of grey theory. GRA is used to compare each dynamic factor quantitatively. In this theory, all influence factors and relationships are calculated. This is also known as the whitening of all of the factors by analyzing similarities and variability between factors. Data were collected using an online questionnaire during the Covid-19 pandemic from December 6, 2021, to December 23, 2021. There are 116 data used in the study. Based on research findings, the crucial factors affecting customers trust in the quality of products before the Covid-19 pandemic and the grade are products easy to find anywhere and everywhere (0.822), the product that complies with BPOM standards (0.786), the product that complies with SNI (0.757), the company widely known for having good reputations (0.757), good product image (0.734), and the product is equipped with a secure seal (0.733). In addition, the crucial factors affecting consumer trust in product quality during the Covid-19 pandemic and the grade are the company is widely known for having a good reputation (0.816), the product has a good product image (0.775), the product complies with BPOM standard (0.758), the product complies with SNI standard (0.757), the company can provide a high quality of the product (0.744), and the product is equipped with a secure seal (0.743). The differences between the two crucial factors are based on the relative importance of each of the crucial factors. The other differences are during the Covid-19 pandemic, customers pay more attention and trust in products that come from reputable companies and have a good product image. Where these two factors have the highest degree of correlation, which are 0.816 and 0.776. In addition, customers are more concerned about the quality of the company's products. However, the factor of products that comply with BPOM and SNI standards remains a crucial factor both during and before the pandemic.

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