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
Related Articles
- EP ID EP592102
- DOI -
- Views 100
- Downloads 0
READING SKILL IMPROVEMENT THROUGH COGNITIVE LEARNING
This Classroom Action Research (PTK) was implementing a model of Cognitive Learning, centered on students first semester which enhanced the language skills. It made the exercises to read some simple functional texts. Dat...
CORRUPTION, ECONOMIC DEVELOPMENT AND EMERGING MARKETS: EVIDENCE FROM NIGERIA
The paper examined the involvement and the role of corruption in the economic advancement of Nigeria. The study is more of expository of the level of corruption in Nigeria. The investigation reveale...
UNDERSTANDING STUDENTS’ ENGAGEMENT FOR IMPROVE TEACHING EFFECTIVENESS
This study, with the application of Importance-Performance Analysis (IPA) technique, explores college students' classroom engagement, the results of which can be used as the basis for teaching improvement. Research metho...
ANALYSIS OF ERRORS IN KURDISH AND PERSIAN
This study suggests that some of the EFL learner’s errors apparently are due to insufficient knowledge about L2 structure and background knowledge. The research aimed at investigating the learners’ errors made by...
Performance Auditing and Public Sector Accountability in Nigeria: The Roles of Supreme Audits Institutions (SAIs)
In recent times, at least in the public domain in Nigeria, the rate of corruption, looting, embezzlement of public funds by elected and other public officials have assumed alarming dimensions. The ugly phenomena and neg...