THE INFLUENCE OF PRODUCT QUALITY AND FULFILLMENT SPARE PART ON CUSTOMER SATISFACTION AFTER SALES SPARE PART DIVISION OF PT ABC INDONESIA

Abstract

After Sales has a positive contribution to the profit growth of PT. ABC spare part demand. The company is the sole agent of commercial vehicle brand holders in Indonesia which has a vision to become the largest market share globally in the international market. An important role played by PT ABC is to meet all the needs of domestic or export demand with efforts to increase the role of marketing strategy, namely how to make customers feel that the products offered by the company, in this case, commercial vehicle spare parts, customers are satisfied. So it is necessary to know the factors that affect customer satisfaction, so the method used by researchers in this study is the multiple linear regression method with a sample of 100 respondents. Based on the results of the research that has been carried out, it is found that the product and fulfillment have a significant influence on the level of customer satisfaction and both have a positive influence, which means that when the quality of the product and the fulfillment of spare parts are good or increasing, it will increase customer satisfaction as well, when viewed from the R-Square value of 56%, this value indicates that the Product Quality and Fulfillment variables simultaneously contribute or influence customer satisfaction by 56%. Based on the results obtained, it is suggested that because product quality and fulfillment are one of the main determinants of customer satisfaction and thus company management must build interactive metrics that will track the level of quality of their products based on customer perceptions, because a decrease or increase in product quality can reduce or increase the level of customer satisfaction