FACTORS THAT CAUSE EXCAVATOR BRAND KOMAT'SU MORE SUPERIOR TO OTHER BRANDS IN THE CITY OF PEKANBARU
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Date
2012-11-23
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Abstract
The research was conducted in the city of Pekanbaru to the consumer brand of
heavy equipment Excavator komat'su. This study aims to determine what factors are
causing komat'su excavator brand is superior to other brands in the city of
Pekanbaru (Excavator bucket capacity 0.8 m3).
The population in this study amounted to 45 people, and the sample used is the
full sample of 100% of the amount polulasi whole, because the number polulasinya
bit. The data used in the Secondary and Primary Data obtained from PT. United
Tracktors, data from BPS (Central Bureau of Statistics) Riau, interviews and
questionnaires. The analysis method used is descriptive analysis to classify the
measured variables in order to avoid errors in determining the outcome of the data.
The results showed that brand loyalty, product kenerja efficiency, customer
satisfaction levels influence the factors that cause the excavator brand komat'su
superior to other brands in the city of Pekanbaru.
Based on these results it is suggested that the company should brand loyalty
can be maintained by the company, given the competition in the market, especially for
CAT and Hitachi products. Efficiency performance has been very good product based
on the results of research, but it is expected to be the future continue to innovate with
increasing advances in technology. Although the level of customer satisfaction is still
likely than average to be expected, but the company should not be too easily satisfied
with the achievements that have been obtained, so that should continue to be
maintained and enhanced. Although the level of customer satisfaction is still above
the average tends to the wishes but the company should not be too quickly satisfied
with the achievements defended as necessary to continue to be improved
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brand loyalty, Efficiency product performance, customer satisfaction levels