Universitas Lampung
ABSTRACT:
According to PT Coca Cola Amatil Indonesia Lampung units, fluctuations occur Coca Cola product sales in the last five years. After rising 17% in 2001, in 2002 and 2003 sales decrease of -6.8% and
-0.65% And then increased again in 2004 of 1.7%. In connection with this situation, PT Coca Cola hams to analyze factors that affect the fluctuation of sales through various marketing efforts. One of them always with the consumer satisfaction, as the company that focuses itself on this emotional akan menaptakan viscosity of a consumer brand.
Research aims to analyze the level of customer satisfaction towards the product Coca Cola and analyze business PT Coca Cola Amatil in meeting consumer expectations. Research using techniques purposively sampling with
criteria consumers aged above 14 years old and live in a consumer Bandariampung and Coca Cola product packaging day (RGB) where the use sampelnya Convenience sampling.
Analysis shows the gap in the priority attribute that should be improved performance
campaign that is interesting (-0.83), wama product (0.61), an interesting design (- 0.59), re-packaging content (-0.58) and a safe product (-0.08), while the attribute meet other appropriate satisfaction with consumer expectations.
In line with this analysis, placement of attributes on the quadrant Importance-Performance Analysis showed the same trend with the gap analysis. Attribute which is the main priority (quadrant A) is a campaign that
Interestingly, the next priority for the enhanced significance (quadrant C) is
color of the product interesting, interesting design, packaging and re-filled price.
Acceptance of research results prove that the hypothetical first Coca Cola have
providing customer satisfaction on a scale satisfied customer satisfaction index that is 32,336 Coca Cola even tend towards very satisfied scale. Hlpotesis second that Coca Cola has been able to meet consumer expectations in the level of satisfaction is also evident with the results of testing multi-attribute number that indicates the ideal value of consumer attitudes on average is 1.78, meaning more approaching zero as the ideal number, and also strengthened the analysis of gaps the total value of interest rate is 13.420, less than the value 13.508 satisfaction; means
overall performance has been made to meet consumer expectations.
Based on these results, PT Coca Cola recommended in order to improve the performance on attribute-attribute value is still below the expectations in line with consumer priorities that has been obtained. This policy is expected to maintain customer satisfaction against Coca Cola products and maintain the position of PT Coca Cola as the market leader in the soft drink industry.
Keywords: customer satisfaction, product coca cola
Subject: CONSUMER
