PENGARUH CO-CREATIONTERHADAP KEPUASAN PELANGGAN SEPEDA MOTOR HARLEY-DAVIDSON: Survey Terhadap Pelanggan Harley-Davidson di Komunitas Harley Owners Group (HOG) Jakarta Chapter

• Main Author: Febriani, Viona Ghaida (Author)
• Format: Book
• Published: 2013-12-11.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/4007/1/S_PEM_0906745_TITLE.pdf; http://repository.upi.edu/4007/2/S_PEM_0906745_ABSTRACT.pdf; http://repository.upi.edu/4007/3/S_PEM_0906745_TABLE%20OF%20CONTENT.pdf; http://repository.upi.edu/4007/4/S_PEM_0906745_CHAPTER1.pdf; http://repository.upi.edu/4007/5/S_PEM_0906745_CHAPTER2.pdf; http://repository.upi.edu/4007/6/S_PEM_0906745_CHAPTER3.pdf; http://repository.upi.edu/4007/7/S_PEM_0906745_CHAPTER4.pdf; http://repository.upi.edu/4007/8/S_PEM_0906745_CHAPTER5.pdf; http://repository.upi.edu/4007/9/S_PEM_0906745_BIBLIOGRAPHY.pdf; http://repository.upi.edu/4007/10/S_PEM_0906745_APPENDIX.pdf
• Keywords: Manajemen (non kependidikan)

Produktivitas masyarakat yang tinggi mengakibatkan tingginya permintaan kendaraan bermotor. Salah satu produk kendaraan bermotor yang cukup banyak digunakan oleh masyarakat adalah produk sepeda motor. Fenomena ketidaknyamanan berkendara, kecanggihan teknologi, keberadaan dealer, dan showroom, juga kemenarikan desain motor saat ini menyebabkan berbagai permasalahan diantaranya menurunnya kepuasan pelanggan dan penjualan ritel sepeda motor Harley-Davidson yang menurun. Oleh karena itu, agar tetap bersaing, Harley-Davidson Motorcycle Company (HDMC) yang merupakan produsen merek Harley-Davidson perlu melakukan strategi pengembangan produk melalui Co-creation agar dapat menarik perhatian pelanggan sehingga dapat meningkatkan keputusan pembelian dan diharapkan dapat memperbaiki kepuasan pelanggan. Berdasarkan permasalahan tersebut, maka tujuan penelitian ini adalah untuk mengetahui gambaran Co-Creation pada sepeda motor Harley-Davidson, mengetahui gambaran kepuasan pelanggan pada sepeda motor Harley-Davidson menurut pelanggan sepeda motor Harley-Davidson di komunitas Harley Owners Group (HOG) Jakarta Chapter, dan mengetahui pengaruh Co-Creation terhadap kepuasan pelanggan sepeda motor Harley-Davidson. Variable bebas (X) dalam penelitian ini adalah physical artifacts (X1), intangible artifacts (X2), technology (X3), customer placement (X4), dan customer involvement (X5). Sedangkan variabel terikat adalah kepuasan pelanggan (Y). Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif, dengan metode penelitian survey explanatory. Jumlah populasi dalam penelitian adalah 1162 dimana teknik pengambilan sampel yang digunakan adalah Systematic random sampling diperoleh jumlah sampel sebanyak 100 orang pelanggan. Data yang digunakan berupa data ordinal dan interval, dengan menggunakan koefisien korelasi pearson product moment, dan analisis regresi sederhana dengan alat bantu software computer SPSS 17. Hasil penelitian menunjukkan bahwa Co-Creation berpengaruh secara signifikan terhadap kepuasan pelanggan pada pelanggan sepeda motor Harley-Davidson di komunitas Harley Owners Group (HOG) Jakarta Chapter. Besarnya pengaruh Co-Creation terhadap kepuasan pelanggan adalah sebesar 68,3 % dan sisanya 31,7 % dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Untuk mempertahankan kepuasan ini dapat dilakukan dengan selalu berusaha menjalankan strategi Co-Creation dengan baik. Kata Kunci : Co-Creation, Kepuasan Productivity of high society resulted in high demand for motor vehicles. One of the products of motor vehicles that is widely used by the public is motorcycle products. Phenomenon driving discomfort, technological sophistication, where dealers and showrooms, as well as the attractiveness of the motor current design causes a variety of problems such as declining customer satisfaction and retail sales of Harley-Davidson motorcycles decreased. Therefore, in order to remain competitive, Harley-Davidson Motorcycle Company (HDMC) which is a manufacturer Harley-Davidson they need to do product development strategy through Co-creation in order to attract the attention of customer so as to increase the purchasing decisions and is expected to improve customer satisfaction. Based on these problems, the goal of this research is to know the description of co-creation on Harley-Davidson motorcycle, see description of customer satisfaction on Harley-Davidson motorcycle on Harley Owners Group (HOG) Jakarta Chapter Community, and figure out the influence of co-creation of customer satisfaction Harley-Davidson motorcycle. Variable (X) in the present study is the physical artifacts (X1), intangible artifacts (X2), technology (X3), customer placement (X4), and customer involvement (X5). While the bound variable is customer satisfaction (Y). This type of research is descriptive research and verification research survey, with explanatory method. The number of population in the research is 1162 where sampling techniques used are Systematic random sampling obtained the number of samples as much as 100 users. The Data used in the form of ordinal and interval data, using the correlation coefficient is Pearson product moment, and a simple regression analysis to the user of a computer software SPSS 17. The results showed that Co-Creation impact significantly on customer satisfaction in customer Harley-Davidson motorcycle in Harley-Davidson motorcycle on Harley Owners Group (HOG) Jakarta Chapter Community. The magnitude of the influence of co-creation of customer satisfaction is of 68,3% and 31,7% influenced by other factors which are not examined by the researchers. To maintain this satisfaction can be done by always trying to run a Co-Creation strategies well. Keyword : Co-Creation, Satisfaction