Analisis hubungan diskonfirmasi, afeksi dan mutu produk dengan kepuasan pelanggan susu Bear Brand di Kota Bogor

Abstract

Consumers will evaluate the discrepancy between expectations before using a product and the actual performance of product after using. Customers satisfaction levels are influenced by positive and negative feelings associated with products that have been used. The product quality is a characteristic of products related to its ability to satisfy consumer wants and needs. The purpose of this research were to identify the characteristics of Bear Brand milk customers, to know the customer satisfaction based on the attributes of disconfirmation, affection and product quality, and also to know the relationship of disconfirmation, affection and quality products with customer satisfaction. Most of the Bear Brand milk customers were men aged 15-24 years, the last education was scholar degree, working as private employees, and had income of Rp. 1,500,001 - Rp. 2,500,000. Most customers expressed they were quite satisfied with the disconfirmation attributes, expressed they were satisfied on the attributes of positive affection, expressed they were very satisfied on the attributes of negative affection, expressed they were quite satisfied towards two attributes of product quality, i.e. service abilities and product price, and also expressed they were satisfied towards other attributes of product quality that affect customer satisfaction. Results 2nd order Confirmatory Factor Analysis (CFA) shown that the quality of the product did not have a significant relationship with customer satisfaction. Customer satisfaction had a significant relationship with disconfirmation and affection.