CORRELATION ANALYSIS OF PRODUCT QUALITY IMPROVEMENT TOWARD CUSTOMER SATISFACTION OF UNILEVER HOME CARE PRODUCTS

Abstract

The effort of creating customer satisfaction through product quality is the background of this study. This research is held to evaluate how the impact of product quality is, in order to create customer satisfaction in terms of home care products. It needs an effort to create the product that customers need and customers want and this is task for the company to what is the best strategy to satisfy and influence the customer with the product that being offered. Thus, by knowing such factors, it is intended that the company use that to design the right strategy to win more customers. PT. Unilever Indonesia Tbk is a company that has produces many kinds of products while this research will only take its home care products to research. The objective of this research is to identify the product quality improvement factors that associated with customer satisfaction of Unilever home care products. It can be defined as the company strategy in order to improve the quality of product which can improve the value of brand as company asset. Total Quality Management has a big role in order to improve and maintain the product quality which is the object that is researched in this study. This research was designed using quantitative research which involves analysis of numerical data in an attempt to explain the matters observed. The data collected to questionnaires and was spread to 100 respondents in order to get more precise information to answer the matters observed. Likert scale is used to measure the data; it is by collect entire statement that has connection with the investigated problem. The respondents of this research are chosen from the citizen from Sunter Bisma 2 Blok B residence, these respondents are selected according to convenience sampling technique. Data reliability test is conducted after analyzing the data has been collected. It is meant to test the hypothesis by using SPSS software. The result has stated that product quality improvement is having a firm relationship with customer satisfaction which material quality has the strongest effect toward customer satisfaction while packaging design has the weakest effect.