CD Skripsi

Analisis Tingkat Kepuasan Konsumen Atas Atribut Produk Minuman Probiotik Merek Yakult Di Kota Pekanbaru

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ABSTRACT

This study aims to determine the level of consumer satisfaction with product attributes on the Yakult brand probiotic drinks in the city of Pekanbaru. The population in this study is the consumers of Yakult probiotic drinks in the city of Pekanbaru which are indifinite with a sample of 120 people using purposive sampling technique. Analysis of the data used is Importance Performance Analysis (IPA) with Statistical Product And Service Solution (SPSS) version 23.
The results showed that of all product attribute variables in the Yakult probiotic drink, a comparison between expectations and performance of -47.79 was obtained, this shows that the performance of the Yakult probiotic beverage was still below consumer expectations. The highest gap is the attribute level of product taste variation with a gap value of -275 and the lowest gap is the attribute describing the quality with a gap value of -7. Based on the analysis with the Importance Performance Analysis (IPA) method, Yakult probiotic beverage companies must immediately improve performance in quadrant I (top priority), namely; attractive attributes, protecting contents, clear expiry time information, clear usage instruction information and the level of product taste variation to increase satisfaction consumer.

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Keywords: Product Attributes, Consumer Satisfaction Levels, Importance Performance Analysis, Probiotic Drinks

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 119 (0210)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2019

Deskripsi Fisik

vi, 71 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 119 (0210)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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