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Journal : Jurnal ECODEMICA

Membangun Kepuasan Pelanggan Serta Komunikasi Lisan (Studi Pada Produk Mlm Fortico Di Kota Bandung) Suparwo, Adi; Syarifuddin, Didin
Jurnal Ecodemica Vol 1, No 1 (2017): Jurnal Ecodemica
Publisher : LPPM Universitas BSI

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Abstract

ABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan pengalaman terhadap kepuasan pelanggan serta dampaknya pada komunikasi lisan pada produk MLM Fortico di kota Bandung. Dalam penelitian ini menggunakan metode penelitian deskriptif dan verifikatif. Penelitian ini dilakukan pada pelanggan produk Fortico pada PT. Vantros Indonesia di Bandung dengan jumlah sampel yang berjumlah 300 orang. Teknik sampling yang digunakan adalah metode nonprobability sampling dengan teknik purposive sampling. Analisis statistik data yang digunakan dalam penelitian ini adalah analisis jalur. Hasil penelitian menunjukan bahwa kualitas produk, harga, pengalaman, kepuasan pelanggan, dan komunikasi lisan pada produk MLM Fortico di Kota Bandung sudah baik. Kualitas produk, harga dan customer experience berpengaruh signifikan baik secara parsial maupun simultan terhadap kepuasan pelanggan. Kualitas produk, harga dan customer experience berpengaruh signifikan baik secara parsial maupun simultan terhadap word of mouth. Kepuasan pelanggan berpengaruh signifikan terhadap word of mouth. Berdasarkan hasil penelitian ini dapat disimpulkan bahwa perusahaan harus melakukan perhatian ekstra dengan menjaga dan meningkatkan kualitas produk, menstabilkan harga kemudian meningkatkan customer experience agar kepuasan pelanggan serta word of mouth semakin meningkat dan akhirnya dapat memperkuat hubungan perusahaan dan pelanggan. Kata kunci : Kualitas Produk, Harga, Pengalaman, Kepuasan Pelanggan, Komunikasi Lisan ABSTRACT            This study aims to determine the effect of product quality, price and customer experience to customer satisfaction and its impact on word of mouth on MLM products Fortico in Bandung. In this research using descriptive research and verification. This research was conducted at the customer Fortico products at PT. Vantros Indonesia in Bandung with the amount of the sample of 300 people. The sampling technique is a method nonprobability sampling with purposive sampling technique. Statistical analysis of the data used in this research is the path analysis. The results showed that the product quality, price, customer experience, customer satisfaction, and word of mouth on MLM products Fortico in Bandung is good. Product quality, price and customer experience significant effect either partially or simultaneously on customer satisfaction. Product quality, price and customer experience significant effect either partially or simultaneously to the word of mouth. Customer satisfaction significantly influence word of mouth. Based on the result of this study can be conclude that the company must perform extra attention to maintaining and improving the quality of products, prices stabilize and then improve the customer experience so that customer satisfaction and word of mouth increase and eventually can customer relationships and the company. Keywords : Product Quality, Price, Customer Experience, Customer Satisfaction, Word of Mouth