PERBEDAAN KEPUASAN KONSUMEN BERDASARKAN SEGMENTASI NILAI PERSONAL DAN SEGMENTASI DEMOGRAFI PADA PEMB

Muhammad Reza,

2007 | Tesis |

This research aimed to study differences between satisfaction level of buying at consumer of distro product based on personal value segmentation. It was also to identify different consumer satisfaction based on demographical segmentation. The sample is consumer of distro Cosmic Surabaya having member card of distro Cosmic, consumer that have visited the distro three times and making buying of minimal Rp 300,000. Data was analyzed using quantitative method with statistical calculation. With product moment correlation, one-way variance analysis and t test. Results indicated that for dimensions of personal value (openness to change, conservation, self transcendence, and self enhancement) significant different to satisfaction of potential consumer of distro Cosmic Surabaya. Dimension of openness to change is one having close association with consumer satisfaction with correlation of 0.509. The next were conservation, self-transcendence and self-enhancement. Satisfaction level of distro Cosmic Surabaya consumers differed significantly for each personal value dimensions, supported with F test (P

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