CD Skripsi

Analisis Kepuasan Konsumen Terhadap Atribut Bauran Pemasaran Lakosa Coffee And Roastery Di Kota Pekanbaru

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The high level of coffee shop competition currently requires consumer satisfaction analysis to adjust marketing strategies. This research aims to determine consumer characteristics and analyze the level of consumer satisfaction in purchasing products at Lakosa Coffee and Roastery. The sampling method used the convenience sampling method with a sample size of 50 respondents. The data obtained was analyzed using the descriptive analysis method to answer the first objective and the Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods to answer the second research objective. The research results show that consumers who buy products at Lakosa Coffee and Roastery are aged between 18 - 28 years, the majority are male at 52%, the majority work as students at 62%, the majority have an income of 1.5 to 3 million rupiah. by 42%. Based on the number of visits in the last 3 months, 56% of consumers have visited Lakosa Coffee and Roastery 2 – 5 times. The results of the important performance analysis (IPA) analysis of 22 marketing mix attributes show that there is one attribute that must improve its performance (quadrant I), nine attributes that need to maintain its performance (quadrant II), eight attributes that have low priority (quadrant III) so that it can ignored, and four recommended attributes to maintain performance (quadrant IV). In the analysis of the customer satisfaction index (CSI), the level of consumer satisfaction is 88%, where this value is classified in the very satisfied category.


Keywords: Coffee Shop, Consumen, Satisfaction, IPA, CSI

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906113561

Penerbit

Pekanbaru : Universitas Riau - F. Pertanian - Agribisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906113561

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

Zenny

Versi lain/terkait

Lampiran Berkas

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