ANALISIS SIKAP, KONSISTENSI DAN KEPUASAN PADA TEH KOTAK ULTRAJAYA: AN EXPERIMENTAL MARKETING RESEARCH ON IPB AGRIBUSINESS MASTER OF SCIENCE STUDENTS
Article Sidebar
Published:
Mar 1, 2017
Main Article Content
Abstract
Customer satisfaction is the most important factors that affect the development market of RTD-ready to drink tea industry. Recently, consumer facing several product of ready to drink tea in the middle of tea industry competition, and Teh Kotak Ultrajaya was the pioneer of ready to drink tea in a box. The primary goal of this research is to analyze customer’s attitude of the brand meaning and consistency, secondary goal is to analyze the customer satisfaction toward Teh Kotak Ultrajaya as one of the ready to drink tea product. The research conducted in two countries, Indonesia and Thailand used qualitative and quantitative methods. Fishbein analysis was conducted to measure consumer’s attitude. Customer satisfaction analyzed using the customer satisfaction index (CSI) and importance and performance analysis (IPA). The finding shows that brand meaning and concistency of tea product represented by the unique taste of the tea, satisfaction feeling after consumed it, comfortable with Indonesian brand, and positive experience while in abroad. The result also shows that customers like Teh Kotak Ultrajaya in Thailand better than in Indonesia based on Fishbein score 15,13 in Thailand and 13,80 in Indonesia. Customer satisfaction index (CSI) was also increased from 78,67 percent to 81,67 percent, from satisfied into very satisfied, and there are no atributes in main priority performance to be improved based on IPA yet still has to maintain all of the good atributes on it.
Downloads
Download data is not yet available.
Article Details
How to Cite
RahmasariL. F., NurmalinaR., & PriatnaW. B. (2017). ANALISIS SIKAP, KONSISTENSI DAN KEPUASAN PADA TEH KOTAK ULTRAJAYA: AN EXPERIMENTAL MARKETING RESEARCH ON IPB AGRIBUSINESS MASTER OF SCIENCE STUDENTS. Forum Agribisnis : Agribusiness Forum, 7(1), 85-102. https://doi.org/10.29244/fagb.7.1.85-102
Section
Articles
The author submitting the manuscript must understand and agree that the copyright of the article manuscript must be submitted/transferred to the Journal Forum Agribisnis. This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 (CC BY-SA) International License in which the Author and Reader can copy and redistribute the material in any media or format, and remix, modify and build material for any purpose, but they must provide appropriate credit (citing articles or content), provide a link to the license, and indicate whether there is a change. If you mix, change, or create material, you must distribute your contribution under the same license as the original.
References
Aaker DA., V. Kumar, George S.Day. 2001. Marketing Research. New York: John Willey and Sons Inc.
Bastos, J A.R., and Gallego, P.M. 2008. Pharmacies Customer Satisfaction and Loyalty: A Framework Analysis. Journal of Marketing. Universidad de Salamanca
Bengtsson, A., Fleura B, and Meera V. 2010, “How Global Brands travel With Consumers: An Examination of The Relationship Between Brand Consistency and Meaning Across National Boundaries. International Marketing Review, Emerald Group Publishing Limited . 27(5): 519-540
Brakus JJ, Schmitt, BH, and Zarantonello L. 2009. Brand Experience: What is it? How is it measured? Does it affect loyalty?. Jornal of Marketing. 73: 52-68
Cai LA and Hobson JSP.2004. Making hotel brands work in competitive environment. Journal of Vacation Marketing.10(3): 197-208
Chai KH, Ding Y, Xing Y. 2009. Quality and customer satisfaction spillovers in the mobile phone industry. Journal of Service Science 1(2):93–106. http://dx.doi.org/10.1287/serv.1.2.93
Cooil B, Keiningham TL, Aksoy L, dan Hsu M.2007. A longitudinal Analysis of customer satisfaction and share of wallet : Investigating the moderating effect of customer characteristic. Journal of Marketing. 71(1): 67-83
Dama MS. 2004. Analisis Ekuitas Merek Minuman Teh dalam Kemasan Botol. [Tesis]. Bogor: Program Studi Manajemen Agribisinis. Sekolah Pascasarjana Institut Pertanian Bogor.
Delgado E, and Manuera J.L. 2005. Does Brand Trust Matter to Brand Equity?.Journal of Product and Management. 14(3): 187-196
Doherty, S., and Nelson, R. (2008). Customer loyalty to food retailers in Northern Ireland: ‘devoted loyals’ or ‘promiscuous switchers’? International Journal of Consumer Studies , 349-355.
Gerson, RF. 2004. Mengukur Kepuasan Pelanggan. Jakarta: PPM
Holt DB, Quelch JA, and Taylor EL. 2004. “How global brand compete”.Harvard Business Review. 82 (9) : 68-75.
Irawan H. 2004. Indonesian Customer Satisfaction. Jakarta: PT. Elex Media Komputindo Gramedia
Johansson JK. 2006. Global Marketing : Foreign Entry, Local Marketing, and Global Management, 4th Ed. New York: McGraw-Hill.
Johnson, Richard A.; Wichern, Dean W. 2007. Applied Multivariate Statistical Analysis; Sixth Edition. New Jersey. Pearson.
Kotler P, dan Keller KL. 2007. Manajemen Pemasaran. Jakarta: Indeks
Lagerkvist CJ, Normann A, Åström A. 2016. Product satisfaction in food choice is multiple-reference dependent: Evidence from an in-store non-hypothetical consumer experiment on Bread. Food Quality and Preference. 56(17) 8–17
Leahy R. 2008. Brand loyalty in fast moving consumer good markets : the role of bond. International Journal of Bussiness and Management.12(3): 7-19
Miller D. 2001. Home Possesions: Material Culture Behind Closed Door. Berg, Oxford
Nurmalina R dan Astuti EP. 2012. Analisis Preferensi dan Kepuasan Konsumen terhadap Beras di Kecamatan Mulyorejo Surabaya Jawa Timur. Jurnal Sains Terapan. 1(1) : 42-47.
Oliver, RL. 1997, Satisfaction: A Behavioral Perspective on the Consumer, Boston: Mc Graw Hill, Inc.
Pappu R, Quester, PG and Cooksey, RW. 2006.“Consumer-based Brand Equity and Country-of-Origin Relationships. Some Empirical Evidence”, European Journal of Marketing, 40(5): 696-717.
Pappu R, dan Quester PG. 2006. “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands.Journal of Product and Brand Management. 15(1): 4-14
Rodriguez del B, and San Martin H. 2008. Tourist satisfaction a cognitive affective model. Annals of Tourism Research. 35(2): 551-573
Stratford. Stratford-on-Avon District Council Customer Satisfaction Index. 2004. http\\www.stratford.gov.uk\community\council-805.cfm.htm.
Singh J., Ehrenberg A., and Goodhardt, G. 2008. Measuring customer loyalty to product variants. International Journal of Market Research. 50(4): 513-532.
Bastos, J A.R., and Gallego, P.M. 2008. Pharmacies Customer Satisfaction and Loyalty: A Framework Analysis. Journal of Marketing. Universidad de Salamanca
Bengtsson, A., Fleura B, and Meera V. 2010, “How Global Brands travel With Consumers: An Examination of The Relationship Between Brand Consistency and Meaning Across National Boundaries. International Marketing Review, Emerald Group Publishing Limited . 27(5): 519-540
Brakus JJ, Schmitt, BH, and Zarantonello L. 2009. Brand Experience: What is it? How is it measured? Does it affect loyalty?. Jornal of Marketing. 73: 52-68
Cai LA and Hobson JSP.2004. Making hotel brands work in competitive environment. Journal of Vacation Marketing.10(3): 197-208
Chai KH, Ding Y, Xing Y. 2009. Quality and customer satisfaction spillovers in the mobile phone industry. Journal of Service Science 1(2):93–106. http://dx.doi.org/10.1287/serv.1.2.93
Cooil B, Keiningham TL, Aksoy L, dan Hsu M.2007. A longitudinal Analysis of customer satisfaction and share of wallet : Investigating the moderating effect of customer characteristic. Journal of Marketing. 71(1): 67-83
Dama MS. 2004. Analisis Ekuitas Merek Minuman Teh dalam Kemasan Botol. [Tesis]. Bogor: Program Studi Manajemen Agribisinis. Sekolah Pascasarjana Institut Pertanian Bogor.
Delgado E, and Manuera J.L. 2005. Does Brand Trust Matter to Brand Equity?.Journal of Product and Management. 14(3): 187-196
Doherty, S., and Nelson, R. (2008). Customer loyalty to food retailers in Northern Ireland: ‘devoted loyals’ or ‘promiscuous switchers’? International Journal of Consumer Studies , 349-355.
Gerson, RF. 2004. Mengukur Kepuasan Pelanggan. Jakarta: PPM
Holt DB, Quelch JA, and Taylor EL. 2004. “How global brand compete”.Harvard Business Review. 82 (9) : 68-75.
Irawan H. 2004. Indonesian Customer Satisfaction. Jakarta: PT. Elex Media Komputindo Gramedia
Johansson JK. 2006. Global Marketing : Foreign Entry, Local Marketing, and Global Management, 4th Ed. New York: McGraw-Hill.
Johnson, Richard A.; Wichern, Dean W. 2007. Applied Multivariate Statistical Analysis; Sixth Edition. New Jersey. Pearson.
Kotler P, dan Keller KL. 2007. Manajemen Pemasaran. Jakarta: Indeks
Lagerkvist CJ, Normann A, Åström A. 2016. Product satisfaction in food choice is multiple-reference dependent: Evidence from an in-store non-hypothetical consumer experiment on Bread. Food Quality and Preference. 56(17) 8–17
Leahy R. 2008. Brand loyalty in fast moving consumer good markets : the role of bond. International Journal of Bussiness and Management.12(3): 7-19
Miller D. 2001. Home Possesions: Material Culture Behind Closed Door. Berg, Oxford
Nurmalina R dan Astuti EP. 2012. Analisis Preferensi dan Kepuasan Konsumen terhadap Beras di Kecamatan Mulyorejo Surabaya Jawa Timur. Jurnal Sains Terapan. 1(1) : 42-47.
Oliver, RL. 1997, Satisfaction: A Behavioral Perspective on the Consumer, Boston: Mc Graw Hill, Inc.
Pappu R, Quester, PG and Cooksey, RW. 2006.“Consumer-based Brand Equity and Country-of-Origin Relationships. Some Empirical Evidence”, European Journal of Marketing, 40(5): 696-717.
Pappu R, dan Quester PG. 2006. “Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands.Journal of Product and Brand Management. 15(1): 4-14
Rodriguez del B, and San Martin H. 2008. Tourist satisfaction a cognitive affective model. Annals of Tourism Research. 35(2): 551-573
Stratford. Stratford-on-Avon District Council Customer Satisfaction Index. 2004. http\\www.stratford.gov.uk\community\council-805.cfm.htm.
Singh J., Ehrenberg A., and Goodhardt, G. 2008. Measuring customer loyalty to product variants. International Journal of Market Research. 50(4): 513-532.