Hubungan Personalisasi Produk terhadap Keputusan Repeat Order Pelanggan Karoseri Rimbun Jaya

Abstract

This study aims to analyze the relationship between product personalization and repeat order decisions among customers of Karoseri Rimbun Jaya. The background of this research is based on the importance of personalization strategies in maintaining customer loyalty amid the increasingly intense competition in the body manufacturing industry. This study employs a quantitative correlational method to examine the relationship between the independent variable (product personalization) and the dependent variable (repeat order decision). The population of this research consists of Karoseri Rimbun Jaya customers, while the sampling technique used is purposive sampling. Data were collected through questionnaires and analyzed using single table analysis, cross tabulation, and the Spearman’s Rank Correlation Coefficient Test with the assistance of SPSS Statistics 23 software. The results indicate that product personalization has a significant relationship with customers’ repeat order decisions at Karoseri Rimbun Jaya. The customization of designs, features, and product recommendations based on customer needs has been proven to enhance satisfaction and trust, which in turn fosters loyalty and repeat purchase behavior. Therefore, it can be concluded that the higher the level of product personalization implemented by the company, the greater the likelihood of customers making a repeat order.