FACTORS ANALYSIS OF CUSTOMER SATISFACTION ON LA’FRUTTA’S PRODUCT
Abstract
T
he research objective of th
is
research is to find the factors that affect
consumer satisfaction of La’Frutta.
The variables examined in this study
are
p
roduct attributes
, include
:
Appearance Quality
(X
1
),
Texture Quality
(X
2
) dan
Flavor
Q
uality
(X
3
); S
ervice attributes
, include:
Order
ing
E
ase
(X
4
),
Delivery
(X
5
); and
Price
(X
6
).
The population of the research is La’Frutta’s customers with
a total of 220 customers.
Using Harry
King Nomogram Table of sampling
technique
,
total samples met in this research are
100
samples
from
135
population
, those are the La’Frutta customer who relevant with the particular
consideration.
T
he questionnaire used on the survey will be measured using a
Likert scale
, with number 1
-
4 (from strongly disagree to strongly agree).
Analysis
of the data in th
is study is
using
Confirmatory Factor A
nalysis (CFA)
.
Based on
the results
and the finding of the
study
, five
hypothesizes are supported (H
1
, H
2
,
H
3
H
4
and H
6
). In contrast, the service delivery is not significant on customer
satisfaction (H
5
).