Analisis pengaruh consumption value terhadap customer satisfaction dan customer trust untuk membentuk customer loyalty pada konsumen kemasan air minum dalam kemasan merek cleo eco shape di Surabaya
Abstract
Air merupakan kebutuhan dasar yang harus terpenuhi bagi manusia. Air adalah kebutuhan yang mutlak karena zat pembentuk tubuh manusia sebagian besar terdiri dari air kurang lebih 73% dari bagian tubuh tanpa jaringan lemak. Meskipun AMDK memberikan kemudahan bagi masyarakat dalam hal mendapatkan air layak minum, namun kegiatan konsumsi ini tentu menimbulkan kekhawatiran terhadap lingkungan. Untuk menanggapi tuntutan lingkungan ini, perusahaan harus mengembangkan strategi perusahaan baru yang dapat menjamin pemenuhan dengan alternatif hijau, seperti pemasaran hijau (Green marketing) (Chen, 2010; Kang dan Hur, 2012). Salah satu perusahaan yang sudah menerapkan Green Marketing terhadap produknya adalah PT Sariguna Primatirta dengan produk air minum dalam kemasan merek Cleo yang menggunakan kemasan Ecoshape, dimana konsep Ecoshape ini merupakan desain yang menggunakan bahan baku plastik yang dapat didaur ulang 100% dan juga dibandingkan dengan produk sejenis penggunaan plastik ini hanya sebesar 30% dari produk sejenis.
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Functional Value, Economic Value, Social Value, Emotional Value, Environmental Value, Customer Satisfaction dan Customer Trust dalam membentuk Customer Loyalty pada konsumen AMDK Cleo Ecoshape di Surabaya. Manfaat yang diharapkan dari penelitian ini adalah memberikan kontribusi sebagai bahan masukan dan informasi dalam mengetahui seberapa besar pengaruh Functional Value, Economic Value, Social Value, Emotional Value, Environmental Value terhadap Customer Satisfaction dan Customer Trust yang membentuk Customer Loyalty
Penelitian ini merupakan penelitian dengan metode kuantitatif dengan pengolahan data menggunakan SPSS 25.0. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 111 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, berdomisili di Surabaya, pernah membeli dan mengkonsumsi AMDK Cleo Ecoshape minimal 2 kali dalam 2 bulan terakhir, 6mengetahui informasi terkait konsep ramah lingkungan AMDK Cleo Ecoshape, pernah membeli dan mengkonsumsi AMDK sejenis lainnya.
Hasil penelitian menunjukkan bahwa variabel yang memiliki pengaruh terbesar adalah Customer Satisfaction terhadap variabel Customer Trust sebesar 0,510; kemudian variabel yang memiliki pengaruh terbesar kedua adalah variabel Environmental Value terhadap variabel Customer Satisfaction sebesar 0,243; terbesar ketiga variabel Customer Satisfaction terhadap variabel Customer Loyalty sebesar 0,230; terbesar keempat variabel Emotional Value terhadap variabel Customer Satisfaction yang memiliki pengaruh sebesar 0,226, terbesar kelima variabel Economic Value terhadap variabel Customer Satisfaction sebesar 0,186, terbesar keenam variabel Functional Value terhadap variabel Customer Satisfaction sebesar 0,140; terbesar ketujuh variabel Social Value terhadap variabel Customer Satisfaction sebesar 0,131; terbesar kedelapan variabel Customer Trust terhadap variabel Customer Loyalty sebesar 0,122. / Water is a basic need that must be met for humans. Air is an absolute necessity because the substances that make up the human body consist mostly of air, approximately 73% of the body without fat tissue. Although bottled drinking water provides convenience for the community, in terms of drinking water, this consumption activity certainly has an impact on the environment. To answer this environmental question, companies must develop new corporate strategies that can ensure compliance with green alternatives, such as green marketing (Green marketing) (Chen, 2010; Kang and Hur, 2012). One company that has implemented Green Marketing for products is PT Sariguna Primatirta with drinking water products in the Cleo brand packaging that uses Ecoshape packaging, where the Ecoshape concept is a design that uses plastic raw materials that can be recycled 100% and is also compared with similar products. the use of this plastic is only 30% of similar products.
This study aims to determine how the influence of Functional Values, Economic Values, Social Values, Emotional Values, Environmental Values, Customer Satisfaction and Customer Trust in forming Customer Loyalty on Cleo Ecoshape AMDK consumers in Surabaya. The expected benefit of this research is to contribute as input and information in knowing how much influence Functional Value, Economic Value, Social Value, Emotional Value, Environmental Value of Customer Satisfaction and Customer Trust make up Customer Loyalty
This research is a quantitative method with data processing using SPSS 25.0. Data collection was carried out by distributing questionnaires to 111 respondents with male and female characteristics aged 18-60 years, domiciled in Surabaya, had purchased and consumed Cleo Ecoshape bottled water at least 2 times in the last 2 months, 6 knew information related to the environmentally friendly concept of Cleo Ecoshape bottled water, had buy and consume other similar bottled drinking water.
The results showed that the variables that have the biggest influence is Customer Satisfaction on the Customer Trust variable of 0.510; then the variable that has the second largest influence is the Environmental Value variable on Customer Satisfaction of 0.243; the third largest variable of Customer Satisfaction on the Customer Loyalty variable is 0.230; the fourth largest variable of Emotional Value to the Customer Satisfaction variable which has an influence of 0.226, the fifth largest variable of Economic Value to the Customer Satisfaction variable is 0.186, the fifth largest variable is Functional Value to the Customer Satisfaction variable of 0.140; the seventh largest Social Value variable to the Customer Satisfaction variable is 0.131; the eighth largest variable of Customer Trust on the Customer Loyalty variable is 0.122.
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