MODEL KESUKSESAN PRODUK SANITER

ANDREAN EMAPUTRA, Ir. Subagyo, Ph.D.

2015 | Tesis | S2 Teknik Industri

Suatu perusahaan yang memproduksi dekorasi rumah dan saniter belum dapat mencapai utilitas produksi yang diharapkan. Hal tersebut ditunjukkan dengan kapasitas produksi terpasang (dalam satuan wastafel) tahun 2013 yang belum terpakai seluruhnya. Oleh karena itu, penelitian yang menggali customer needs beserta tingkat customer satisfaction yang bersesuaian dengan pemenuhan customer requirements tersebut perlu untuk dikerjakan. Terlebih lagi, kedua indikator kesuksesan utama produk tersebut (‘mencapai kualitas produk yang diinginkan’ dan ‘kepuasan pelanggan’) dapat menjadi pintu masuk tercapainya utilitas produksi yang tinggi dan kesuksesan produk jangka panjang. Penelitian ini dilaksanakan melalui beberapa tahap dengan jenis produk yang dipilih sebagai obyek penelitian adalah wastafel. Pertama, quality attributes wastafel yang ada pada 8 dimensi kualitas produk (performance, aesthetics, features, conformance, reliability, durability, serviceability, dan perceived quality) diidentifikasi. Kedua, tingkat penting quality attributes wastafel tersebut digali dengan kuesioner yang disampaikan kepada responden Warga Negara Indonesia (WNI) dan responden Warga Negara Asing (WNA). Ketiga, quality attributes wastafel tersebut dikelompokkan ke dalam klasifikasi quality attributes model Kano pada kedua kelompok responden tersebut dengan kuesioner. Penelitian ini memberikan beberapa hasil. Pertama, 90 % quality attributes wastafel memiliki tingkat penting rata-rata yang bernilai di antara ‘important’ dan ‘extremely important’. Kedua, survei model Kano tersebut menunjukkan bahwa (1) performance tergolong must-be quality attributes baik untuk konsumen Indonesia maupun luar negeri, (2) Seluruh quality attributes dari aesthetics yang bukan indifferent quality attributes masuk ke dalam klasifikasi attractive quality attributes, kecuali drainase yang bagus masuk ke dalam must-be quality attributes, (3) features dapat meningkatkan kepuasan konsumen dengan cepat melalui item ‘harga wastafel yang kompetitif’ baik untuk konsumen Indonesia maupun luar negeri, (4) warna wastafel yang tahan lama dan wastafel yang tahan gores pada dimensi kehandalan menaikkan kepuasan pelanggan secara linear dengan pemenuhan requirements tersebut bagi kedua kelompok konsumen tersebut, (5) quality attribute ‘penyertaan bahan untuk perawatan saat pembelian’ dari serviceability dapat meningkatkan kepuasan konsumen dengan sangat cepat untuk kedua jenis pelanggan tersebut, serta (6) semakin baik reputation perusahaan maka kepuasan konsumen juga akan semakin baik. Kata kunci: kesuksesan produk, model Kano, saniter, wastafel, terrazzo-semen

A company that manufactures home decorations and sanitary product had not been able to achieve the expected production utility. It was indicated by the installed production capacity (in the sink) in 2013 that had not been completely consumed. Therefore, studies that explored customer needs and their corresponding levels of customer satisfaction need to be done. Furthermore, the two main indicators of the success of these products (achieving the desired product quality and customer satisfaction) can be an entrance for achieving higher sales (long-term product success). This study was conducted in several stages with the type of product selected as the research object was the sink. First, the quality attributes of the sink on 8 dimensions of product quality (performance, aesthetics, features, conformance, reliability, durability, serviceability, and perceived quality) were identified. Second, the important level of the quality attributes were dug by questionnaires submitted to the Indonesian respondents and foreign respondents. Third, the sink quality attributes were grouped into the classification of quality attributes by the Kano model for the two groups of respondent by questionnaires. This study gave some results. First, the 90 % of the average important level of the sink quality attributes was between ‘important’ and ‘extremely important.’ Secondly, the survey that used the Kano model indicated that (1) performance was must-be quality attributes for Indonesian and foreign consumers, (2) the quality attributes of aesthetics that were not indifferent quality attributes were classified into attractive quality attributes, except excellence drainage was classified into must-be quality attributes, (3) features could improve customer satisfaction quickly through item ‘the sink price is competitive’ for both Indonesian and foreign consumers, (4) the durable sink color and scratch resistant in reliability linearly increased customer satisfaction with the fulfillment of the requirements for both the consumer groups, (5) the quality attribute ‘materials that are for maintenance are included when buying the sink’ of serviceability could increase consumer satisfaction very quickly to the both type of customers, and (6) the higher reputation of the company the higher customer satisfaction. Key words: success products, Kano model, sanitary, sink, terrazzo-cement

Kata Kunci : kesuksesan produk, model Kano, saniter, wastafel, terrazzo-semen; success products, Kano model, sanitary, sink, terrazzo-cement