Analisis Tingkat Kepentingan dan Tingkat Kepuasan Konsumen terhadap Atribut - Atribt Mobil Pajero Sport

ABSTRACT

MARSUKI PASMAN. Analysis of Consumers’ Levels of Interest and Satisfaction On the Attributes of the Mitsubishi Pajero Sport (Supervised by Muh. Asdar and Indrianty Sudirman)

This study aimed to analyze the consumers’ levels of importance, performance, and satisfaction on 23 attributes of the Mitsubishi Pajero Sport car. There were 120 Mitsubishi Pajero Sport consumers from the Mitsubishi Pajero Sport club members as the research respondents filling out the online questionnaire. The attributes are: body design with impressive performance; up-to-date or stylish interior design; good voice control; tougher and more luxurious exterior design; easy-to-reach audio layout design; good audio quality; Mitsubishi's flagship SUV product; good quality safety equipment; good soundproofing from outside; comfortable seating position; no vibration when driving at high speed; easy steering control; good maneuverability when cornering; passenger comfort; fuel-efficient; easy spare parts availability; cheap spare part prices; good after-sales service from dealers; low cost of service; low price; technological features; masculine impression of off-road style, and; powerful engine. Based on the importance level, the five important attributes are: up-to-date or stylish interior design; masculine impression of off-road style; body design with impressive performance; powerful engine, and; good soundproofing from the outside. According to the respondents, the top five attributes performed well, with the average scores as follows: the masculine impression of off-road style attribute at 4.78; the powerful engine attribute at 4.74; the easy steering control attribute at 4.69; the body design with impressive performance attribute at 4.68, and; the tougher and more luxurious exterior design attribute at 4.47. Based on the regression results using the importance-performance matrix, the attributes that were considered important by the respondents, yet had not been able to satisfy the respondents, are: up-to-date or stylish interior design; cheap spare part prices; good quality safety equipment; passenger comfort, and; fuel-efficient.