CD Skripsi

Analisis Kepuasan Konsumen Terhadap Bauran Pemasaran Pada Usaha Mimie Bolu Kembojo Mini Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze consumer satisfaction toward the marketing mix (4P)
implemented by Mimie Bolu Kembojo Mini in Pekanbaru City and to identify
priority attributes that need improvement to enhance consumer satisfaction. The
marketing mix variables examined in this study consist of product, price, place, and
promotion. The research employed a survey method with accidental sampling,
involving 35 consumers who had made repeat purchases. Data were collected
through questionnaires distributed to consumers of Mimie Bolu Kembojo Mini, and
the analysis methods used were Customer Satisfaction Index (CSI) and Importance
Performance Analysis (IPA). The results of the study indicate that the Customer
Satisfaction Index (CSI) value is 81.49 percent, which falls into the “very satisfied”
category. This finding suggests that consumers’ expectations of the marketing mix
attributes have generally been fulfilled. However, there remains a satisfaction gap
of 18.51 percent that needs to be addressed to achieve maximum satisfaction. Based
on the IPA analysis, attributes that require priority improvement include affordable
prices, competitive prices, and parking facilities. Meanwhile, attributes such as
taste, packaging, price list clarity, and business visibility should be maintained due
to their high importance and satisfactory performance. Overall, the implementation
of the marketing mix at Mimie Bolu Kembojo Mini has been effective in creating
high consumer satisfaction. Nevertheless, continuous improvements, particularly in
price competitiveness and supporting facilities, are necessary to enhance consumer
satisfaction and maintain business sustainability.
Keywords: Marketing Mix, Consumer Satisfaction, Importance Performance
Analysis

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906124827

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906124827

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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