Kepuasan Pelanggan Obat Berbahan Dasar Herbal
Abstract
Terdapat dua merek obat herbal siap minum yang menduduki posisi Top
Brand di Indonesia, yaitu Tolak Angin dan Antangin. Meskipun Top Brand Index
kedua merek ini berbeda, belum diketahui apakah kepuasan pelanggan, sebagai
salah satu indikator yang mengindikasikan Top Brand, juga berbeda. Penelitian ini
bertujuan untuk menganalisis dan membandingkan tingkat kepuasan pelanggan
obat herbal merek Tolak Angin dan Antangin. Alat analisis yang digunakan dalam
penelitian ini adalah analisis deskriptif, analisis Gap dan Uji T. Survey dilakukan
secara daring dengan jumlah sampel penelitian sebanyak 80 responden. Hasil
penelitian menunjukkan bahwa meskipun harapan pelanggan dan kinerja merek
Tolak Angin dan Antangin tidak berbeda, kepuasan pelanggan Tolak Angin lebih
tinggi dari pada kepuasan pelanggan Antangin. Penelitian ini menyarankan
perusahaan dapat meningkatkan kinerja atribut rasa dingin, rasa hangat, rasa
manis, aroma, varian, khasiat dan kegunaan, komposisi dikemasan, harga,
ketersediaan produk dan iklan, karena kinerja atribut tersebut berada di bawah
harapan pelanggan. Customer Satisfaction of Herbal-Based Medicinal. Supervised by ETRIYA There are two ready-to-drink herbal medicine brands that occupy the Top Brand positions in Indonesia, namely Tolak Angin and Antangin. Although the Top Brand Index of these two brands is different, it is not yet known whether customer satisfaction, as an indicator that indicates Top Brand, is also different. This study aims to analyze and compare the level of customer satisfaction of herbal medicines brand Tolak Angin and Antangin. The analytical tools used in this research are descriptive analysis, gap analysis and t-test. The survey was conducted online with a total sample of 80 respondents. The results showed that although customer expectations and performance of the Tolak Angin and Antangin brands were not different, Tolak Angin customer satisfaction was higher than Antangin customer satisfaction. This study suggests that companies can improve the performance of attributes of cold taste, warm taste, sweetness, aroma, variant, efficacy and usability, packaging composition, price, product availability and advertising, because the performance of these attributes is below customer expectations. Keywords: Brand Performance, Customer Expectations, Customer Satisfaction, Disconfirmation.
Collections
- UT - Agribusiness [3387]