CD Skripsi

Analisis Kepuasan Konsumen Dalam Pembelian Buah Segar Pada Toko Buah Jambu Kristal Kota Pekanbaru

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ABSTRACT
Increasing public awareness of the importance of a balanced nutritious diet
creates a great opportunity for the development of the fruit market as part of a
healthy lifestyle. Along with the increasing demand, the retail industry is growing,
especially modern retail such as fruit shops. The Pekanbaru Crystal Guava Fruit
Shop is one of the modern retails in the form of a specialty store in Pekanbaru City.
The large number of fruit shops that have been established has caused competition
between fruit shops, so fruit shops must be able to create the right strategy for the
future of fruit shops. The purpose of this study was to identify the characteristics of
analyzing consumer satisfaction at the Pekanbaru City Crystal Guava Fruit Shop
using marketing mix attributes. This study used a survey method. Data btained from
samples taken by purposive sampling technique that is as many as 30 respondents.
The data analysis method used is the IPA method to identify the level of importance
of attributes and priority improvements that must be made by the Crystal Guava
Fruit Shop in Pekanbaru City and the CSI method to determine consumer
satisfaction. The results of the study showed that based on the IPA method there
were two variables in quadrant I (top priority), eight attributes in quadrant II
(maintain achievement), five attributes in quadrant III (low priority), and one
attribute in quadrant IV (excessive). The level of consumer satisfaction reached
81.39%. However, the fruit shop still has to make improvements in several sectors,
namely clearly stated prices and special wholesale prices. This condition shows that
consumers are very satisfied with the performance provided by the Crystal Guava
Fruit Shop in Pekanbaru, with the note that the fruit shop must improve its
performance because there are still 18.61% that according to consumers do not meet
expectations.
Keywords : fruit shop, consumer satisfaction, expectations, performance,
marketing mix

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1806124888

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1806124888

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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