Analisis Tingkat Kepuasan Konsumen Terhadap Daging Sapi Di Pasar Syariah Ulul Albab Pasir Putih Kecamatan Siak Hulu Kabupaten Kampar Riau

Syahputra, Andri (2019) Analisis Tingkat Kepuasan Konsumen Terhadap Daging Sapi Di Pasar Syariah Ulul Albab Pasir Putih Kecamatan Siak Hulu Kabupaten Kampar Riau. Other thesis, Universitas Islam Riau.

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Abstract

Ulul Albab Pasir Putih Syariah Market Siak Hulu District Kampar Riau Regency made consumer behavior as a merchant’s goal to prepare various needs for consumers through marketing mix in order to achieve a decision in accordance with consumers needs. The purpose of this study was to analyze 1) Characteristics of consumers and Characteristics of beef products in Ulul Albab Pasir Putih Syariah Market Siak Hulu District Kampar Riau Regency. 2) The level of consumer satisfaction with beef at the Ulul Albab Pasir Putih Syariah Market Siak Hulu District Kampar Riau Regency. 3) Beef marketing strategy at the Ulul Albab Pasir Putih Syariah Market Siak Hulu District Kampar Riau Regency. This research method is a survey with a total sample of 96 consumer. The sampling technique is accidental sampling. The results showed that 1) the characteristics of consumers who buy beef are generally women (91,67%), most consumers are in the adult age group that is 35 tshun (46.88%), the length of education of the consumers is mostly an average of 12 years or equivalent to SMA/Equivalent (50%), the most types of work are housewives (56,25%), most consumers earn an average of Rp. 3.653.000 (68,75%), the average consumer number of family members is 4 people (57,29%), and the average number of consumer purchases is 0,5 Kg (50%). 2) The level of beef consumer satisfaction in the Ulul Albab Pasir Putih Syariah Market based on the Important and Performance Analysis (IPA) shows that there are still attributes that must be improved, namely the water content in beef, beef prices and the accuracy of the scales. Based on the Customer Satisfaction Index (CSI) the level of customer satisfaction is 68%. The improvement of the attributes obtained can be expected to increase consumer satisfaction (CSI value up to 100%). 3) Beef marketing strategy in Ulul Albab Pasir Putih Syariah Market is prioritized to provide quality and guaranteed quality beef, ranging from texture, freshness, cleanliness, packaging, availability, cleanliness of tools, speed of service, accuracy of service, reducing water content in beef, the accuracy of the scales and competitive prices.

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