THE ANALYSIS OF CUSTOMER PERCEPTION ABOUT CUSTOMER RELATIONSHIP, PRODUCT, SERVICE QUALITY TOWARD SAMSUNG MOBILE IN INDONESIA (CASE STUDY IN PRESIDENT UNIVERSITY STUDENT)

Abstract

In this research, the researcher want to find the factors affect to the Samsung’s mobile phone in Indonesia. The researcher wants to know about the satisfaction of customer with Samsung’s product, know about the customer’s needs with the Samsung mobile phone, and also search about the relationship of Samsung with customer. The researcher also gives some suggestion for Samsung to improve and innovate in the future for increase their market share. This research was done in President University. In this research, the researcher using questionnaire for distributing to the respondents and Likert Scale as the research instrument and analyze data by quantitative method. All the data will be analyzed by using SPSS 16.0 (Statistical Package and Process Sciences). For data processing, the statistical will be used for different purpose such as: reliability test, validity test, descriptive statistical, frequency, multi regression analysis, correlation analysis, F-test, and ANOVA. This research attempts to: 1. How do the customer relationship of Samsung Mobile? 2. How do the product of Samsung Mobile? 3. How do the service quality of Samsung Mobile? This research was done in a small area in Indonesia, and the respondent was only the students who are studying in President University. The researcher only focused in analyzing the factors affect to the Samsung’s mobile phone market share: the service quality, product of Samsung, the relationship with Samsung and customer. Other factors were not provided in this research. After this study, the researcher knows more about customer satisfaction with the products; know about the affection of factors with the mobile phone market share of Samsung. The researcher will have more experiences when doing a marketing research about other problems in the future.