Analisis Kepuasan Konsumen Berdasarkan Nilai Ekstrinsik dan Intrinsik.

Abstract

I Love Indonesia is one of the solutions given by the Indonesian Government to improve the awareness of local products. The development of local product quality does not only build the nation's economy, but also brings a good image of Indonesia in international trade. To retain customers and survive in the industry, every company should understand the customers by fulfilling their needs, both of which can be assessed before purchase or after purchase so that customer satisfaction can be maintained. This study analyzes the effects of extrinsic and intrinsic value on customer satisfaction and loyalty of undergraduate students of IPB on an Indonesian local bag company, XYZ with Structural Equation Modeling (SEM). A total of 300 respondents was collected and analyzed. The results shows the goodness fit indices are adequate. It concluded that both extrinsic and intrinsic value influence customer satisfaction and they are not statistically different with a coefficient 0.42 and 0.46, respectively. It is also known that customer satisfaction influences customer loyalty with a coefficient 0.70. Beside that the most important things for customer are the bag performance in extrinsic value and perceived quality of product in intrinsic value.