vi
ABSTRAK
HASNIAR HALIM. 2016. Pengaruh Diferensiasi Produk Terhadap Kepuasan Konsumen Pengguna Motor Honda (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar).
Dibimbing oleh Moh. Aris Pasigai dan Ismail Rasulong.
Penelitian ini bertujuan untuk mengetahui pengaruh diferensiasi produk terhadap kepuasan konsumen pengguna motor Honda. Penelitian ini menggunakan metode kuantitatif. Data penelitian diperoleh melalui penelitian lapangan berupa observasi dan penyebaran kuesioner serta penelitian kepustakaan. Hasil penelitian menunjukkan bahwa variabel Diferensiasi berbasis fungsi produk, diferensiasi berbasis bentuk produk dan diferensiasi berbasis atribut subjektif. secara simultan berpengaruh positif dan signifikan terhadap variabel Kepuasan Konsumen (melalui uji F). Secara parsial (melalui uji t), variabel Diferensiasi Berbasis Fungsi Produk adalah variabel yang paling dominan berpengaruh terhadap Kepuasan Konsumen daripada variabel yang lainnya.
Kata kunci: diferensiasi berbasis fungsi produk, diferensiasi berbasis bentuk produk,
diferensiasi berbasis atribut subjektif, kepuasan konsumen.
vii
ABSTRACT
HASNIAR HALIM. 2016. The Effect of Product Differentiation on Customer Satisfaction Honda Motorcycle Users (The Case Study On The Department in Management Economic and Business Faculty Students Of University Of Muhammadiyah Makassar).
Guided by
Moh. Aris Pasigai and Ismail Rasulong.
This study aims to determine the effect of product differentiation on customer satisfaction Honda motorcycle users. The study uses quantitative methods. Data were obtained through field research in the form of observations and questionnaires distribution as well as research literature. The results show that the Differentiation based on product functionality, differentiation based on product shape, differentiation based on subjective attributes variables have positive and significant effect simultaneously on the Customer Satisfaction variable (through F test). In addition, the Product Differentiation based on product functionality is more influential dominantly on the Customer Satisfaction than others variable
Keywords: the differentiation based on product functionality, differentiation based on product shape, differentiation based on subjective attributes customer satisfaction.
