CUSTOMER LOYATY IN CHEMICAL COSMETICS: ANALYSIS OF PRODUCT DIFFERENTIATION, SERVICE DIFFERENTIATION, AND PRICE PERCEPTION
Journal Title: Asian Journal of Management Sciences and Education - Year 2018, Vol 7, Issue 4
Abstract
The cosmetics industry is one of the leading industries in Indonesia. The challenge today is more than 90% of its raw materials still have to be imported. PT Nardevchem Kemindo is an importer and trading company of chemical raw materials for the cosmetics industry. This study aims to examine the influence of product differentiation, service differentiation and price perception on customer loyalty. The research population is 268 customers who are cosmetics manufacturers. The sampling technique is proportionate stratified random sampling, so selected 75 customers. Research data is collected by using questionnaire from respondents who are leaders or representatives of the company. The analysis technique is multiple linear regression with 5% significance level. The results show that partially product differentiation and service differentiation have positive and significant influence to customer loyalty, while price perception variable has no significant influence to customer loyalty. Simultaneously product differentiation, service differentiation and price perception have positive and significant influence to customer loyalty. Based on this study, PT Nardevchem Kemindo needs to do a marketing mix strategy by combiningvariable of product differentiation,service differentiation and price perception, with emphasis on dimension of product form, ordering ease and lower price than competitor.
Authors and Affiliations
Bambang Dwi Hartono, Achmad Khambali, Rosalendro Eddy Nugroho
Keywords
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