ABSTRACT

Indonesia has the second-largest car manufacturing industry in Southeast Asia (after Thailand). Because the lush growth in the past few years, Indonesia is increasingly in demand by automotive manufacturers in particular four wheel drive vehicles. The automotive manufacturers increasingly vying to spoil its customers in various ways. Customer satisfaction is a very valuable thing for the sake of maintaining the existence of such customers to keep the business operation or business. By keeping the customer satisfaction, the company can continue to grow and compete with competitors. To keep track of customer satisfaction, the company should be able to understand consumer buying behavior is also known as consumer characteristics, has great benefits for the company to smooth business activities are offered to consumers. This research was conducted to determine user satisfaction BMW cars in Jakarta. In this study, the research object is the product and the price of BMW brand cars, and who is the subject of research are consumers of BMW cars in Jakarta. The results of the valuation are the variables that influence customer satisfaction Cars BMW in Jakarta is the product, due to the influence of the product to consumer satisfaction at 0.405. While the magnitude of the effect of price on consumer satisfaction Cars BMW in Jakarta by 0255. Products and prices have an impact on consumer satisfaction of BMW cars in Jakarta. Based on research conducted by the authors, BMW car manufacturers should be able to improve product quality, especially on the dimensions of product durability because it has the lowest level of satisfaction. For the price, BMW car manufacturers should be able to fix the price of BMW cars are very expensive. So that consumer satisfaction can be maintained.

Keywords: Satisfaction, product, price

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DAFTAR PUSTAKA