Analisis Perbandingan Persepsi Konsumen Tentang Kualitas Produk Kamera Dslr (Digital Single Lens Reflex) Merek Canon Dan Nikon Pada Komunitas Fotografi Di Kota Bandung Tahun 2014

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui bagaimana persepsi konsumen dan bagaimana perbedaan persepsi konsumen tentang kualitas produk Kamera DSLR merek Canon dan Nikon pada komunitas fotografi di Kota Bandung. Penelitian ini menggunakan delapan dimensi dari kualitas produk yaitu Kinerja (Performance), Fitur (Features), Reliabilitas (Reliability), Kesesuaian dengan Spesifikasi (Conformance to Specifications), Daya Tahan (Durability), Kemudahan Perawatan (Serviceability), Estetika (Esthetic), Persepsi Kualitas (Perceived Quality). Penelitian ini menggunakan metode deskriptif untuk menggambarkan seberapa besar persepsi konsumen berdasarkan delapan dimensi kualitas produk. Pengumpulan data diperoleh dengan cara menyebarkan kuesioner kepada 385 responden yang pernah menggunakan kedua kamera tersebut. Teknik analisis yang digunakan adalah uji beda Mann Whitney. Uji beda Mann Whitney digunakan untuk membandingkan perbedaan dua median. Data dikumpulkan berdasarkan dua sampel yang independen dan tingkat pengukuran sekurang-kurangnya ordinal. Hasil dari penelitian menunjukkan bahwa persepsi konsumen pada kualitas produk kamera DSLR Canon dan Nikon berdasarkan perhitungan rata-rata delapan dimensi kualitas produk tergolong baik, dengan persentase masing-masing sebesar 79,79% dan 77,44%. Hasil penelitian juga menunjukkan bahwa nilai signifikansi yang didapat adalah sebesar 0,036 dan berada di bawah level of significance yang digunakan (α = 0,05) sehingga hipotesis yang diterima menyatakan bahwa terdapat perbedaan persepsi konsumen tentang kualitas produk kamera DSLR merek Canon dan Nikon. Kata kunci : persepsi konsumen, kualitas produk, mann whitney. Abstract This study aims to determine how consumer perception and how the difference in consumer perception on product quality of DSLR camera Canon and Nikon in the photography community at Bandung. This study used the eight dimensions of product quality that is performance (Performance), Features (Features), reliability (Reliability), Compliance with Specification (Conformance to Specifications), Durability (Durability), Ease of Care (Serviceability), Aesthetics (Esthetic), Perceived quality (perceived Quality). This study used a descriptive method to describe how much the perception of consumers based on the eight dimensions of product quality. The collection of data obtained by distributing questionnaires to 385 respondents who had used both of that DSLR camera. The analysis technique used in this study is the Mann Whitney test. Mann Whitney used to compare the differences of the two median. Data were collected by two independent samples and the measurement level at least ordinal. The results of the study indicate that consumer perceptions on product quality of DSLR camera Canon and Nikon DSLR based on the calculation of the average of eight dimensions of product quality is good, with the percentage of respectively are 79.79% and 77.44%. The results also show that the significance value that was obtained is 0,036 and it was below the level of significance were used (α = 0.05) so that the accepted hypothesis claim that there is a difference in consumer perception on product quality of DSLR camera Canon and Nikon. Keywords: consumer perception, product quality, mann whitney.