ANALISA TINGKAT KEPUASAN KONSUMEN PENGGUNA MOTOR HONDA VARIO TECHNO DI KOTA PADANG MENGGUNAKAN METODA IMPORTANCE PERFORMANCE ANALYSIS DAN POTENTIAL GAIN IN CUSTOMER VALUES

Abstract

Abstract

            `Competition occurs in a similar industry will lead the increasing of quality, creativity and innovation to satisfy the customers. Honda Vario Techno has become one of the largest contributors in selling Honda's scooter besides Honda Beat. In Padang, almost all ages use Honda Vario. This study aims to determine the suitability between importance and satisfaction level of Honda Vario Techno quality and determine the criteria of improvement quality. The method used is the importance performance analysis and the potential gain in customer values. The results showed that the average value of the suitability of the level of satisfaction and the level of interest in the Honda Vario Techno is 91.86%. By using importance performance analysis and the potential gain in customer values, obtained 9 variables that must be improved based on the customers’ wants: namely variable 3 (Parts Offering), Variable 4 (Capacity of Fuel Tank), Variable 6 (Body Motor Display) Variables 8 (Storage of Goods / Baggage), Variable 10 (Sound And Vibration), Variable 17 (Soft Shock Beaker), Variable 18 (High Price Reselling), Variable 19 (Many Service Dealers) Variable 21 (Guarantee of Motorcycle Purchase). These improvements should be a guidance in the development of Honda Vario Techno customers’ satisfaction in Padang in order to fulfill the customers’ interest and expectations.

Keywords: Customer Satisfaction,importance performance analysis, potential gain in customer values