Perceived Quality dalam Menganalisis Performance dan Importance pada Produk Sepatu Merek Reebok

Fasyarella, Oxta, Drs. M. Munandar

2008 | Skripsi | S1 Extention - Management

Di Indonesia produk sepatu Reebok di bawah naungan PT. Mitra Adiperkasa Tbk memperkenalkan Department Store terkemuka pertama yang melakukan revolusi skenario ritel produk sepatu dan peralatan olahraga dengan menghadirkan Sports Station, The Athlete's Foot, Planet Sports. Mereka merubah wajah fesyen dengan konsep multifashion. Masyarakat Yogyakarta yang identik dengan kota pelajarnya, dimana terdapat banyak mahasiswa dan pelajar serta kebiasaan trend anak muda yang selalu ingin mengikuti perkembangan jaman, salah satunya dengan mengikuti trend gaya dalam bersepatu. Produk sepatu olahraga merek Reebok akan selalu siap untuk memenuhi segmen pasar ini. Penelitian ini dilakukan memberi penilaian variabel performance dan importance terhadap atribut-atribut yang melekat pada produk sepatu merek Reebok. Metode yang dipakai adalah Purposive sampling, responden yang berkunjung ke Sports Station, The Athlete's Foot, Planet Sports yang berada dalam wilayah Yogyakarta akan dimintai keterangan dan mengisi kuesioner.

Hasil analisis kemudian dihitung dengan menggunakan statistika deskriptif yang ditampilkan dalam diagram cartecius performance-importance yang terbagi atas empat kuadran; Kuadran I (Underect), Kuadran II (Maintain), Kuadran III (Low Priority), Kuadran IV (Overact). Sumbu mendatar adalah tingkat performance, sedangkan sumbu vertikal adalah tingkat importance. Kata Kunci : Perceived Quality, Performance, Importance, Underect, Maintain, Low Priority, Overact.

In Indonesia Reebok shoes under the company PT. Mitra Adiperkasa Tbk introduces the first popular Departement Store that conducts a scenario of retail revolution of shoes and sports equipment by presenting Sport Station, The Athlete's Foot, Planet Sport. They changed the image of fashion with the concept of multifashion. Yogyakarta citizens, the education city, where lots of students and their custom with the youngster trend that always want to follow the fashion flow, one of those is by following the trend of shoes. Reebok shoes will always be ready to fulfill this market segment. This research is conducted to give overview of performance variable and importance toward the attributes attached to the Reebok shoes product. The method of this research is Purposive sampling, respondents visited Sport Station, The Athlete's Foot, Planet Sport in the area of Yogyakarta would be interviewed and given questionnare. The result of analysis is calculated by using a descriptive statistic presented in the cartecius performance-importance chart divided to four quadrant; Quadrant I (underect), Quadrant II (Maintain), Quadrant III (Low Priority), Quadrant IV (Overact). Horizontal line is the level of performance, and vertical line is the level of importance. Keyword: Perceived quality, performance, importance, underact, maintain, low priority, overact

Kata Kunci : Perceived Quality; Brand performance; Importance; Reebok; Pemasaran