CD Skripsi

Analisis Kepuasan Konsumen Dalam Pembelian Roti (Kasus Pada Konsumen Makacha Bakery Di Kota Pekanbaru)

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ABSTRACT
This study aims to identify the general characteristics of consumers, to analyze the level of Customer Satisfaction, and to analyze the level of Importance And Performance of the attributes that must be improved and maintained to meet consumer satisfaction in purchasing Makacha Bakery bread products in Pekanbaru City. This research was conducted at Makacha Bakery, Pekanbaru using a survey method in January 2023 with the help of a questionnaire and using a Likert scale as a measuring tool. Respondents in this study amounted to 90 people who were determined by purposive sampling. Data analysis used is descriptive method, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results of this study indicate that the majority of consumers are women, of productive age (26-31 years), work as entrepreneurs, last year's education, and income is in the high category. CSI analysis shows that the level of consumer satisfaction with buying bread is included in the satisfied category, which is 79.47%. The IPA analysis shows that the attributes that must be improved are the use of social media, discounted prices, and brand popularity. While the attributes that must be maintained are taste, texture, aroma, product size, halal label, product cleanliness, customer service, service speed, price affordability, and strategic location.
Keywords: consumer satisfaction, performance, importance, makacha bakery pekanbaru

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806113126

Penerbit

Pekanbaru : Universitas Riau –Fakultas Pertanian–Agribisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806113126

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

DAUS

Versi lain/terkait

Lampiran Berkas

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