CD Skripsi

Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Terhadap Bauran Pemasaran (Studi Kasus Pada Durian Runtuh Nadhira Napoleon Pekanbaru)

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ABSTRACT


Durian Runtuh tries to increase customers satisfaction with a marketing mix strategy. Customers are satisfied if the performance of Durian Runtuh is higher or equal to the interests of customers. This study aims to determine the characteristics of consumers, analyze the level of interest and level of performance, analyze the level of satisfaction, and analyze the efforts made to increase consumer satisfaction in Durian Runtuh. The research was conducted at Durian Runtuh Nadhira Napoleon at Jalan Jendral Sudirman, Simpang Tiga, Pekanbaru City. Selection of samples using convenience sampling method, with a total sample of 95 respondents. Data analysis used is validity test, reliability test, descriptive analysis, Likert scale, Customer Satisfaction Index (CSI), and Importance Performance Analysis (IPA). The results of the study show that Durian Runtuh consumers assess the marketing mix which consists of product, price, promotion, place, human resources or people, physical facilities, and important processes for consumers with a value of 4.20. And the performance carried out by Durian Runtuh is good with a score of 3.98. Based on the Customer Statistics Index (CSI), consumers are satisfied with the value of 80.00% on the performance of Durian Runtuh. Efforts made to meet consumer satisfaction are by increasing the attributes of affordable prices, prices with other competitors, promotions by giving discounts, and varied promotional media.


Keywords: interests, performance, satisfaction, marketing mix

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906113209

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906113209

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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