CD Skripsi

Analisis Kepuasan Konsumen Terhadap Bauranpemasaran Es Coklat Mas Lino Di Kota pekanbaru

---

ABSTRACT
This study aims to determine the level of customer satisfaction with expectations and performance of the Mas Lino Chocolate Ice marketing mix attributes. The study used probability sampling method with purposive sampling technique. The sampleconsisted of 100 respondents who had purchased the product at least twice. Data analysis was carried out with a descriptive approach to describe consumer characteristics, as well as Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) analysis to evaluate marketing attributes and satisfaction levels. The results showed that the majority of consumers are women aged 17-25 years, have a high school education, are students, with an income or pocket money below IDR 1,500,000 per month, and spend less than IDR 50,000/month on products. There are four attributes that need to be improved because they have high expectations from consumers, namely environmental conditions, responsiveness, furnishing, and supporting facilities such as parking lots and trash bins. The level of consumer satisfaction with these attributes is classified as very high with an average CSI> 80%. Overall, the CSI value of 82.80% indicates that consumers are very satisfied with the performance provided by Es Coklat Mas Lino.
Keywords: Consumer satisfaction, marketing mix, CSI, IPA

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2106113157

Penerbit

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

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2106113157

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Agribinis

Info Detail Spesifik

-

Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar