CD Skripsi

Analisis Kepuasan Konsumen Terhadap Harapan Dan Kinerja Dari Bauran Pemasaran Di Chinoss Coffee Space Pekanbaru

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ABSTRACT
Today's society has a lifestyle that includes drinking coffee outside of the
house setting. This Change of lifestyle encourages the emergence of coffee shops
in Indonesia, especially in Pekanbaru. Coffee Shops in Pekanbaru are
continuously growing and spreading from downtown to the city's outskirts with
different levels of consumers. The emergence of a number of coffee shops has led
to the rise of competition among other coffee shops to meet consumer's
satisfaction. Coffee Shop needs to know consumers by using the marketing mix.
The Marketing mix is a tool to analyze the product, price, location, promotion,
people, process, and the physical evidence of the coffee shop business. This study
aims to analyze consumer satisfaction to the expectations and performance of the
marketing mix used at Chinoss Coffee Space Pekanbaru. This study uses a survey
method, with the selection of sampling using the Convenience Sampling method
and the analysis using the Importance Performance Analysis (IPA) method, the
Customer Satisfaction Index (CSI) method, and descriptive analysis. The results
of the study showed that the Customer Satisfaction Index (CSI) is 87.54%, which
indicates that customer satisfaction is within the category of very satisfied.
Keywords: Coffee Shop, Customer Satisfaction, Customer Satisfaction Index
(CSI), Marketing Mix

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806111471

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian - Agribisnis., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806111471

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

AGRIBISNIS

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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