Hartono, Bambang Dwi (2018) CUSTOMER LOYATY IN CHEMICAL COSMETICS: ANALYSIS OF PRODUCT DIFFERENTIATION, SERVICE DIFFERENTIATION, AND PRICE PERCEPTION. Asian Journal of Management Sciences & Education, 7. ISSN 2186-845X ISSN: 2186-8441 Print
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Abstract
The cosmetics industry is one of the leading industries in Indonesia. The challenge
today is more than 90% of its raw materials still have to be imported. PT
Nardevchem Kemindo is an importer and trading company of chemical raw materials
for the cosmetics industry. This study aims to examine the influence of product
differentiation, service differentiation and price perception on customer loyalty. The
research population is 268 customers who are cosmetics manufacturers. The
sampling technique is proportionate stratified random sampling, so selected 75
customers. Research data is collected by using questionnaire from respondents who
are leaders or representatives of the company. The analysis technique is multiple
linear regression with 5% significance level. The results show that partially product
differentiation and service differentiation have positive and significant influence to
customer loyalty, while price perception variable has no significant influence to
customer loyalty. Simultaneously product differentiation, service differentiation and
price perception have positive and significant influence to customer loyalty. Based on
this study, PT Nardevchem Kemindo needs to do a marketing mix strategy by
combiningvariable of product differentiation,service differentiation and price
perception, with emphasis on dimension of product form, ordering ease and lower
price than competitor.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | customer loyalty, price perception, product differentiation, service differentiation |
| Subjects: | Q Science > Q Science (General) |
| Divisions: | Fakultas Kedokteran > School of Management |
| Depositing User: | ST Bahar Sobari |
| Date Deposited: | 05 Mar 2020 01:49 |
| Last Modified: | 05 Mar 2020 01:49 |
| URI: | http://repository.uhamka.ac.id/id/eprint/931 |
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