CD Skripsi

Analisis Kepuasan Konsumen Pada Toko Rotte Bakery Cabang Delima Kota Pekanbaru

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ABSTRACT
The business world is growing very rapidly so that it becomes a challenge and threat
for business actors to win the competition, this is due to the existence of creative
and innovative ideas. The more advanced the business world, the tighter the
competition, especially competition from similar companies and making companies
more motivated in order to win business competition, maintain the market they have
and control the existing market. This study aims to identify the characteristics and
behavior of consumers and the level of satisfaction with Rotte Bakery products,
Delima Branch, Pekanbaru. The method used is a survey with the help of a
questionnaire to consumers, using convenience sampling techniques. The number
of samples was determined based on the suggestions of Roscoe and Cochran,
namely 30-500 respondents. The data collected consisted of primary and secondary
data, analyzed descriptively and using validity, reliability, Customer Satisfaction
Index (CSI), and Importance Performance Analysis (IPA) tests. The results showed
that the majority of consumers were aged 31-40 years (46%), female (62%), and
worked as private employees (36%). Most of them have an income of IDR
2,500,000-3,500,000 per month. Purchasing behavior is dominated by personal
needs, with bread taste as the main factor and information from friends/family as
the source. Product attributes that are considered important include taste, texture,
condition, shelf life, affordable price, and friendly and fast service. The CSI results
show a very high level of consumer satisfaction, namely 86.38%. Meanwhile, the
IPA results identified three attributes that need to be a priority for improvement,
namely bread texture, bread condition, and price affordability.
Keywords: Consumer Satisfaction, Consumer Behavior, Bakery, CSI, IPA

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2006112434

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2006112434

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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