CD Skripsi

Analisis Kepuasan Konsumen Terhadap Produk Agroindustri Keripik Singkong Emak Cw Di Kota Pekanbaru

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ABSTRACT
The increasing consumption of snack products has made cassava chips a
popular choice among the public, both as souvenirs and daily snacks. Emak CW, a
local agroindustry in Pekanbaru, produces cassava chips in various flavors and, in
response to growing market competition and the rise of online shopping, must
understand consumer satisfaction to maintain loyalty and continually improve
product quality. This study aims to identify consumer characteristics, analyze
consumer satisfaction with Emak CW’s cassava chips, and determine the product
attributes that most influence satisfaction. A total of 100 respondents, comprising
offline consumers who purchased directly at the Emak CW outlet on Jl. HR.
Soebrantas, Pekanbaru and online consumers who purchased via TikTok, were
selected using purposive sampling with criteria of having purchased and consumed
the product at least twice and being over 17 years old. Data were collected through
a validated and reliable questionnaire and analyzed using the Customer Satisfaction
Index (CSI), Importance Performance Analysis (IPA) with a Cartesian Diagram,
and Spider Web Analysis. The results show that attributes such as taste, crispiness,
flavor variety, and packaging received high ratings from consumers, while price
and outlet comfort (for offline consumers), as well as packaging protection, heat
resistance, product availability, and product condition upon receipt (for online
consumers), were identified as top priorities for improvement. The overall CSI
score of 82.41% indicates that consumers are highly satisfied with Emak CW’s
cassava chip products.
Keywords: Consumer Satisfaction, Quality Product, Cassava Chips, IPA, CSI

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106112960

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106112960

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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