ANALISIS SIKAP DAN KEPUASAN KONSUMEN TERHADAP ATRIBUT PRODUK TRAKTOR MEREK YANMAR TAHUN 2018 (Studi Kasus : Kabupaten Klaten, Jawa Tengah)

Kurniawan, Romy and Ambara, Eka (2018) ANALISIS SIKAP DAN KEPUASAN KONSUMEN TERHADAP ATRIBUT PRODUK TRAKTOR MEREK YANMAR TAHUN 2018 (Studi Kasus : Kabupaten Klaten, Jawa Tengah). In: SEMINAR NASIONAL DAN CALL FOR PAPER 2018 : Membangun Green Entrepreneur Solusi Bonus Demografi Indonesia. STIE Widya Wiwaha, pp. 333-341. ISBN 978-602-51174-1-1

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Abstract

This study aims to: 1). Analyzing the characteristics of farmers using Yanmar brand hand tractors, 2). farmer attitudes and satisfaction towards Yanmar brand tractor attributes. This research was conducted from August to September 2018 in Jatinom, Karangnongko, Karangdowo, Cawas and Polanharjo Districts, Klaten Regency. The sample determination method was done by judgment sampling where sampling was based on farmers who had used or bought Yanmar brand hand tractors. The number of samples taken was 50 people. Data analysis was carried out descriptively and qualitatively. Descriptive analysis is used to analyze the general description of the location and find out the characteristics of respondents. Qualitative analysis is by analyzing the interests of farmers on the attributes of the Yanmar brand hand tractor, perception analysis and to help illustrate the performance of the Yanmar brand hand tractor using perceptual mapping, while to find out satisfaction is done using the Customer Satisfaction Index (CSI). The characteristics of the highest respondent farmers are in the age range of 46-55 years, junior high school education level and tractor ownership for 11-15 years. Adequate education affects the farmer's perspective and attitude when using a hand tractor for the first time, which is easier to receive a hand tractor and this greatly affects the purchase process. Old age causes consumers to think more before making a purchase or rental, age will also affect the attitude towards one product due to the influence of knowledge and experience during their age. The length of time the hand tractor is used shows how long the farmer interacts directly with the product. The duration of use will lead to the formation of an attitude that is felt directly and leads to post-purchase, that is satisfied or not satisfied by using a hand tractor. Attitudes and Satisfaction of respondent farmers on the attributes of the Yanmar brand hand tractor was assessed using perception analysis with Perceptual Map and Customer satisfaction Index. The results of the Perceptual Map analysis show that Yanmar's flagship attributes are Brands, Frame Durability, Engine Power, Repairability and Fuel Saving. Reliability attributes are perceived to be quite reliable. The attributes that are perceived poorly are the thickness of plowshares, the price of spare parts and the price of hand tractors. Reliability attributes are influenced by size, plow eye thickness, durability, engine power and fuel economy. Reliability attributes can be increased if the attributes of the size and thickness of the plow eye can be increased. The level of satisfaction of farmers was in the index 0.64 which means Yanmar respondents felt quite satisfied with the performance of the attributes of the hand tractor produced by the Yanmar brand, but this value still indicates 36 percent dissatisfaction. Keywords : Consumer attitude and satisfaction, product attributes, yanmar brand tractor.

Item Type:	Book Section
Subjects:	C. Magister Manajemen > Manajemen Pemasaran
Divisions:	S2 Manajemen
Depositing User:	Perpus MM STIE Widya Wiwaha
Date Deposited:	03 Mar 2021 07:03
Last Modified:	18 Aug 2021 09:20
URI:	http://eprint.stieww.ac.id/id/eprint/1486

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