CD Skripsi

Analisis Kepuasan Konsumen Terhadap Bauran Pemasaran Roti’o Di Kota Pekanbaru

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ABSTRACT
The demand for bread continues to increase as lifestyles become more fast-paced and practical. This drives the industry to innovate high-quality products and services. Customer satisfaction is the key to competitiveness, especially in the competitive food and beverage industry. Roti'O as a brand with a wide network in Indonesia, faces challenges in maintaining customer satisfaction in Pekanbaru City amid increasingly fierce market competition. This study aims to analyze the level of customer satisfaction and determine the priorities for improving Roti'O marketing attributes in Pekanbaru City. The methods used are Customer Satisfaction Index (CSI) and Importance-Performance Analysis (IPA). The results showed a CSI value of 80.75% with a very satisfied category. This indicates that Roti'O consumers are very satisfied with the performance provided by each aspect of the Roti'O marketing mix. The attributes that are prioritized for improvement to maintain and increase customer satisfaction are in quadrant I, namely the attributes of product uniqueness, digital marketing, employee knowledge of products, packaging design, and supporting facilities.
Keywords: Consumer Satisfaction, Marketing Mix, CSI, IPA, Bread

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2106113152

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2106113152

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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