Analisis Kepuasan Pelanggan Terhadap Citra Perusahaan PT Indofood CBP Sukses Makmur Tbk Divisi Mi Cabang Jawa Timur

Analysis of Customer Satisfaction on the Corporate Image of PT Indofood CBP Sukses Makmur Tbk Noodle Division East Jawa Breanch

Kepuasan pelanggan merupakan faktor penting bagi keberlangsunan bisnis terutama pada perusahaan. Penelitian ini dilatarbelakangi oleh adanya keluhan pelanggan terkait ketidaksesuaian kualitas produk PT Indofood CBP Sukses Makmur Tbk Divisi Mi Cabang Jawa Timur berpotensi memengaruhi tingkat kepuasan pelanggan serta citra perusahaan dimata publik. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kepuasan pelanggan terhadap citra perusahaan. Penelitian ini menggunakan pendekatan kuantitaif penelitian regresi linier sederhana. Penelitian ini dilaksanakan secara daring dengan lokasi penelitian di Kota Surabaya,  Jawa Timur. Sumber data diperoleh dari populasi seluruh konsumen produk mi instan produk Indofood yang berdomisili Kota Surabaya dan sumber data diperoleh dari pelanggan yang pernah mengalami ketidaksesuaian kualitas produk dengan teknik pengambilan sample menggunakan purposive sampling. Teknik pengumpulan data dilakukan melalui kuesioner dan observasi non-pastisipan. Instrumen penelitian telah diuji validitas dan realibilitasnya serta dinyatakan valid dan realibel. Teknik analisis data yang digunakan meliputi uji asumsi klasik serta analisis regresi linier sederhana untuk menguji hipotesis penelitian. Hasil penelitian ini menunjukkan bahwa kepuasan pelanggan berpengaruh positif dan signifikan terhadap citra perusahaan. Dapat disimpulkan bahwa semakin tinggi kepuasan pelanggan, semakin positif citra perusahaan yang terbentu. Perusahaan disarankan meningkatkan komunikasi yang responsif dan informatif. Kemudian, penelitian selanjutnya disarankan menambahkan variabel lain seperti loyalitas dan kepercayaan pelanggan.

Kata kunci: Kepuasan Pelanggan, Kualitas Produk dan Citra Perusahaan

Customer satisfaction is a critical factory for business sustainbility, parcticularlu for companies. This study was motivated by customer complaints regarding incinsistencies in product quality at PT Indofood CBP Sukses Makmur Tbk’s Noodle Division, East Jawa Branch. Which have the potential to affect customer satisfaction levels and the company’s public image. The purpose of this study is to determine and analyze the influence of customer satisfaction on corporate image, this study employs a quantitavice approach using simple linier regression. The research was conducted online in Surabaya, East Java. The data population consisted of all consumers of Indofood instant noodle products residing in Surabaya, specifically those who had experienced product quality discrepancies; data collection utilized purposive sampling. Data collection was conducted through questionnaires and non-participant observation. The research instruments were tested for validity and reliability and were found to be valid and reliable. The data analysis techniques used included classical assumption tests and simple linear regression analysis to test the research hypotheses. The results of this study indicate that customer satisfaction has a positive and significant effect on corporate image. It can be concluded that the higher the customer satisfaction, the more positive the corporate image that is formed. The company is advised to improve its communication to be more responsive and informative. Furthermore, future research is encouraged to include additional variables such as customer loyalty and trust.

Keywords: Customer satisfaction, Product Quality and Corporate Image