Abstract
Determinants of Customer Satisfaction at Pertamina's Lubricants ProductLubricant industry is one of the strategic industries in around the world. The potential of the lubricant industry in Indonesia grows rapidly along with the increasing demand and the number of a vehicle from year to year. This study aims to analyze factors that influencing customer satisfaction Pertamina Lubricants product and measure how far the customer satisfaction level of its product. This study observed eight categories of Pertamina Lubricants product, with quota sampling technique where each category of the product taken 30 samples, so the total number of the sample are 240 respondents. Multiple linear regression and customer satisfaction index were used in this study. The study finds brand popularity has the most significant effect on customer satisfaction, followed by price and durability. Customer satisfaction level stands at 78 percent, which means belongs in the satisfied category. Managerial implications of this study provide strategies for Pertamina Lubricants to improve their business performance and to increase the level of customer satisfactionDOI: 10.15408/ess.v7i1.4309
Highlights
Abstrak Industri pelumas merupakan salah satu industri strategis di dunia
This study aims to analyze factors that influencing customer satisfaction Pertamina Lubricants product and measure how far the customer satisfaction level of its product
Managerial implications of this study provide strategies for Pertamina Lubricants to improve their business performance and to increase the level of customer satisfaction
Summary
Sebelum masuk ketahap pengolahan dan analisis data lebih lanjut, perlu dilakukan uji outlier. Hasil dari uji outlier menunjukkan bahwa z-score dari seluruh data yang berjumlah 240 tidak ada yang melebihi batas maksimum dan minimum. Sesuai dengan pernyataan Lilliefors (1967), jika nilai signifikansi dari uji kolmogorov smirnov > 0,05 (α=5%), maka residual model dari regresi sudah terdistribusi secara normal. Langkah kedua adalah melakukan uji linearitas untuk melihat apakah spesifikasi model yang digunakan sudah benar atau tidak (Ghozali, 2011). Hasil dari matriks scatter plot menunjukkan bahwa hubungan antar variabel secara keseluruhan memiliki sifat yang linear. Sedangkan nilai VIF seluruhnya berada
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