Browsing by Author "Ferryansyah"

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    CONSUMER BEHAVIOR: PRICE, PRODUCT QUALITY AND CONSUMER LOYALTY THROUGH CUSTOMER SATISFACTION ON XIAOMI SMARTPHONES IN WEST JAVA
    (Solid State Technology Volume: 63 Issue: 4, 2020) Haikal, M. Husen; Wisnu, Abel Bintang; Rastiono, Raden Edo Prasetyo; Ferryansyah; Purwaningdyah, Sri Wiludjeng Sunu
    The condition of the COVID-19 pandemic has an impact on electronic industry players (kompas.com), which can result in a decline in trading activities in the electronic industry, especially xiaomi cellular. With the decline in company sales, it has an impact on company revenue. Not only the xiaomi brand but many companies have been affected by this COVID- 19 condition. Many companies have been forced to go out of business because sales have declined considerably. This problem occurs due to weak or sluggish demand for cellular products. With these conditions, companies are required to be able to determine the right marketing strategy so that resale is like before the conditions of the COVID-19 pandemic. One of the strategies that are often chosen by companies to be superior in the competition in the cellular industry is through price and product quality strategies in order to create customer satisfaction so that consumers feel loyal to the brand. For this reason, further research is needed to find out how respondents respond about price, product quality, consumer loyalty through consumer satisfaction on Xiaomi branded cellular products. The research method used is descriptive and verification methods, while the data to support this research are secondary data and primary data. The population of this research is cellular users in West Java by taking a representative sample. While the analytical tool used is the Regression Hierarchy Analysis Further research is needed to find out how respondents respond about price, product quality, consumer loyalty through consumer satisfaction in Xiaomi branded cellular products. The research method used is descriptive and verification methods, while the data to support this research are secondary data and primary data. The population of this research is cellular users in West Java by taking a representative sample. While the analytical tool used is the Regression Hierarchy Analysis Further research is needed to find out how respondents respond about price, product quality, consumer loyalty through consumer satisfaction in Xiaomi branded cellular products. The research method used is descriptive and verification methods, while the data to support this research are secondary data and primary data. The population of this research is cellular users in West Java by taking a representative sample. While the analytical tool used is the Regression Hierarchy. The sampling technique used was accidental sampling or random sampling. The results of the study indicate that price, product quality have a positive and significant effect on customer loyalty through customer satisfaction. For this reason, it is recommended that companies pay attention to price and quality so that consumers feel satisfied and in the end they are loyal to the brand or company.
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    PERILAKU KONSUMEN: HARGA, KUALITAS PRODUK DAN LOYALITAS KONSUMEN TERHADAP KEPUASAN PELANGGAN SMARTPHONE XIAOMI DI JAWA BARAT
    (Program Studi Manejemen S1, Universitas Widyatama, 2021) W, Abel Bintang; Haikal, M Husen; R, R Edo Prasetsyo; Ferryansyah
    Kondisi pandemi COVID-19 berdampak pada pelaku industri elektronik ( kompas.com), yang dapat berakibat pada merosotnya aktifitas perdagangan industri elektronik,khususnya seluler xiaomi. Dengan merosotnya penjualan perusahaan berdampak pada pendapatan perusahaan. Tidak hanya merk xiaomi tetapi banyak perusahaan yang terkena dampak dari kondisi COVID-19 ini. Banyak perusahaan yang terpaksa gulung tikar dikarenakan penjualan yang sangat jauh menurun. Masalah ini terjadi dikarenakan permintaan akan produk selular melemah atau lesu. Dengan kondisi seperti ini maka perusahaan dituntut harus mampu menentukan strategi pemasaran yang tepat agar penjualan kembali seperti sebelum kondisi pandemi COVID-19. Salah satu strategi yang sering dipilih oleh perusahaan untuk dapat lebih unggul dalam persaingan industri seluler adalah melalui strategi harga dan kuliatas produk agar dapat menciptakan kepuasan pelanggan sehingga konsumen merasa loyal terhadap merek tersebut. Untuk itu, diperlukan adanya penelitian lebih lanjut untuk mengetahui bagaimana tanggapan responden tentang Harga,Kualitas Produk,Loyalitas konsumen melalui Kepuasan Konsumen pada produk seluler bermerk xiaomi. Metode penelitian yang digunakan yaitu metode deskriptif dan verikatif, sedangkan data untuk mendukung penelitian ini adalah data sekunder dan data primer. Populasi penelitian ini adalah pengguna seluler di Jawa Barat dengan mengambil sampel yang representatif. Sedangkan alat analisis yang digunakan adalah Analisis Hirarki Regresi . Adapun teknik sampling yang digunakan adalah Accidental Sampling atau sampel acak. Hasil dari penelitian menunjukan bahwa Harga,Kualitas produk berpengaruh secara positif dan signifikan terhadap Loyalitas Konsumen melalui kepuasan konsumen. Untuk itu disarankan kepada perusahaan untuk memperhatikan harga dan kualitas agar konsumen merasa puas dan akhirnya mereka loyal terhadap merek atau perusahaan tersebut.