LOYALITAS KONSUMEN MEREK PASTA GIGI PEPSODENT 12 JAM PADA PT UNILEVER Tbk. INDONESIA (STUDI PADA MAHASISWA S1 REGULER FE UNILA ANGKATAN 2007)

0311011115, Rudy Dwi Kurniawan (2010) LOYALITAS KONSUMEN MEREK PASTA GIGI PEPSODENT 12 JAM PADA PT UNILEVER Tbk. INDONESIA (STUDI PADA MAHASISWA S1 REGULER FE UNILA ANGKATAN 2007). Digital Library.

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1. COVER.pdf

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2. ABSTRACT.pdf

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3. ABSTRAK.pdf

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4. RIWAYAT HIDUP.pdf

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5. MOTTO.pdf

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6. PERSEMBAHAN.pdf

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7 SANWACANA.pdf

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8. DAFTAR ISI.pdf

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9. DAFTAR TABEL.pdf

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10. DAFTAR GAMBAR.pdf

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12. BAB I.pdf

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13. BAB II.pdf

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14. BAB III.pdf

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15. BAB IV.pdf
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16. BAB V.pdf

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17. DAFTAR PUSTAKA.pdf

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Abstrak

Abstrak Pepsodent merupakan pasta gigi yang telah mendukung kesehatan gigi masyarakat Indonesia lebih dari tiga puluh tahun. Sehingga tidak heran jika pada tahun 2006 Pepsodent menerima “Indonesian Customer Loyalty Award 2006 (ICLA)”. Penghargaan tersebut memberikan tanda bahwa Pasta Gigi Pepsodent termasuk merek Pasta Gigi Pepsodent 12 Jam, memiliki konsumen yang loyal. Namun dalam polling situs suara konsumen PintuNet.com menyatakan bahwa Pepsodent 12 Jam berada pada tingkat kesepuluh di bawah merek pasta gigi lain. Hal ini menimbulkan permasalahan apakah merek Pasta Gigi Pepsodent 12 Jam pada PT Unilever Tbk. Indonesia masih dalam kategori tingkat loyalitas tinggi yang dalam penelitian ini dipersepsikan oleh mahasiswa S1 reguler FE Unila angkatan 2007. Tujuan penelitian ini adalah untuk mengetahui loyalitas konsumen terhadap merek Pasta Gigi Pepsodent 12 Jam dimasa kini. Alat analisis yang digunakan untuk menjawab permasalahan yaitu tabel tabulasi silang, rata-rata, presentase, dan bentuk piramida terbalik dengan data yang berasal dari jawaban responden terhadap kuesioner. Sedangkan untuk mengukur reliabilitas dan validitas data menggunakan software SPSS 12.0. Hasil yang diperoleh dari penelitian ini adalah piramida terbalik yang semakin ke atas semakin melebar tetapi pada tingkat liking the brand dan commited buyer terjadi penyempitan piramida. Piramida ini memiliki susunan dimulai dari bawah yaitu switcher berjumlah 17,7%, habitual buyer berjumlah 54,3%, satisfied buyer berjumlah 75,1%, liking the brand berjumlah 54,75%, dan commited buyer berjumlah 48,37%. Seharusnya perusahaan mampu berada di tingkat commited buyer, namun pada penelitian ini jumlah commited buyer tidak mampu mencapai angka 50% atau lebih. Artinya loyalitas konsumen terhadap Pasta Gigi Pepsodent 12 Jam hanya berada pada level satisfied buyer dan belum mencapai commited buyer ideal. Abstract Pepsodent is a toothpaste that has been supporting the Indonesian community dental health of more than thirty years. So do not be surprised if in the year 2006 Pepsodent received "Award for 2006 Indonesian Customer Loyality (ICLA)." These awards provide a sign that Pepsodent Toothpaste brand including Pepsodent Toothpaste 12 jam, has a loyal consumer. But in a poll of consumer voice PintuNet.com site states that Pepsodent 12 jam is at a level below the ten other toothpaste brands. This raises the question of whether the brand Pepsodent Toothpaste 12 jam in PT Unilever Tbk. Indonesia is still in the category of highlevel of customer loyalty in this study perceived by students S1 FE Unila regular force in 2007. The purpose of this study is to determine consumers' loyalty to the brand Pepsodent Toothpaste 12 jam of our times. The analysis tools to answer problems that the cross tabulation table, means/ average, percentages and the inverted pyramid form with data derived from respondents' answers to a questionnaire. Meanwhile, to measure reliability and validity of data, it is using SPSS 12.0 software. Results obtained from this research is an increasingly inverted pyramid upward widening but at the level of liking the brand and committed buyer happens narrowing of the pyramid. This pyramid has an arrangement under which started from the switcher numbered 17.7%, habitual buyers amounted to 54.3%, totaling 75.1% satisfied buyer, liking the brand amounted to 54.75%, and amounted to 48.37% committed buyer. Company should be able to be at the level of committed buyers, but in this study the numbers of committed buyers are not able to reach 50% or more. This means that consumer loyalty towards Pepsodent Toothpaste 12 jam is only at the level of satisfied buyers and has not reached the committed ideal buyer. Keyword: brand , loyalty

Tipe Karya Ilmiah: Artikel
Subyek: A General Works = Karya Karya Umum
Program Studi: Fakultas Ekonomi dan Bisnis > Prodi Ekonomi Pembangunan
Depositing User: tik 14 . Digilib
Date Deposited: 25 Jan 2016 12:35
Last Modified: 25 Jan 2016 12:35
URI: http://digilib.unila.ac.id/id/eprint/19958

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