PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PRODUK MOBIL JEPANG VS CHINA SEBAGAI PRODUSEN

Abstract

Align with automotive development industry in Indonesia, there are opportunities opened up for people to create businesses, one is the presence of car manufacturers to meet all the consumers' needs, in sales, maintenance and repair of vehicles. The large number of car brands and technology used provide challenges for car manufacturers to compete in order to get consumers, provide the best product services so that consumers feel safe, comfortable and also can provide satisfaction for their consumers. The aim of this research is to determine the comparison of consumer satisfaction levels for Japanese and Chinese car products. This research uses mixed methods using a Concurrent Embedded approach. The number of samples used was 365 people for cars produced by Japanese manufacturers and 30 people for cars produced by China. The sampling technique used was purposive sampling, while the data collection technique used was a questionnaire and in-depth interviews with respondents. The data analysis techniques used in the research are: Importance Performance Analysis (IPA), Customer Satisfaction Index (CSI) and descriptive analysis. Based on research results, the CSI value of Japanese's brand cars is higher than the CSI value of China's brand cars. The CSI values from each country of origin are 219.5% and 154.2% respectively