Pengaruh Product Knowledge Dan Product Involvement Terhadap Kepuasan Pelanggan Minyak Ayam Brand Di Kota Medan

Abstract

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh product knowledge dan product involvement terhadap kepuasan pelanggan minyak ayam Brand di Kota Medan.. Metode penelitian yang dilakukan adalah penelitian eksploratif, dimana variabel diukur dengan skala likert. Metode pengumpulan data dilakukan dengan wawancara (interview), dengan daftar pertanyaan (questionnaire) dan studi dokumentasi. Populasi dalam penelitian ini adalah seluruh pelanggan minyak Ayam Brand di Kota Medan.. yang berjumlah 69 orang. Penarikan sampel dengan metode sampling jenuh atau lebih dikenal dengan istilah sensus. Dalam penelitian ini jumlah populasi relatif kecil yaitu sebanyak 69 orang. Pengolahan data menggunakan perangkat lunak SPSS versi 23, dengan analisis deskriptif dan pengujian hipotesis analisis regresi berganda. Hasil penelitian menunjukkan bahwa: (1) secara parsial variabel product knowledge mempengaruhi terhadap kepuasan pelanggan minyak ayam Brand di Kota Medan.. ; (2) secara parsial variabel product involvement kerja mempengaruhi terhadap kepuasan pelanggan minyak ayam Brand di Kota Medan.. ; (3) secara simultan terdapat pengaruh yang positif dan signifikan antara variabel product knowledge dan product involvement terhadap terhadap kepuasan pelanggan minyak ayam Brand di Kota Medan. The purpose of this study was to determine and analyze the effect of product knowledge and product involvement on customer satisfaction with brand chicken oil in Medan City. The research method used was exploratory research, where the variables were measured using a Likert scale. Methods of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were all customers of Ayam Brand oil in Medan City, totaling 69 people. Sampling with saturated sampling method or better known as census. In this study, the population was relatively small, as many as 69 people. Data processing using SPSS version 23 software, with descriptive analysis and hypothesis testing with multiple regression analysis. The results showed that: (1) partially product knowledge variables affect the satisfaction of brand chicken oil customers in Medan City.. ; (2) partially the product involvement variable affects the satisfaction of brand chicken oil customers in Medan City .. ; (3) Simultaneously there is a positive and significant effect between product knowledge and product involvement variables on customer satisfaction with Brand Chicken Oil in Medan City.