Analisis Kepuasan Konsumen Pada Agrowisata Buah Jeruk di Desa Pematang Kuing Kecamatan Sei Suka Kabupaten Batubara Provinsi Sumatera Utara

Clarisia, Rizka Fitri (2022) Analisis Kepuasan Konsumen Pada Agrowisata Buah Jeruk di Desa Pematang Kuing Kecamatan Sei Suka Kabupaten Batubara Provinsi Sumatera Utara. Other thesis, Universitas Islam Riau.

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Abstract

Consumers are assets for businesses, therefore consumer satisfaction needs to be considered. The quality of a product and its attributes are the value of consumer satisfaction. This study aims to analyze: 1) Kracteristic consumers, entrepreneurs and business profl, 2) Tincrease consumer satisfaction, 3) Marketingstrategy consisting of 7P (product, price, place, promotion, people, physical means and process). This study used a survey method with a total sample of 40 respondents. The sampling method uses accidental sampling. The measurement scale uses a likert scale. The data analysis method uses qualitative descriptive analysis, quantitative descriptive analysis, customer satisfaction index (CSI), and importance performance analysis (IPA). The results of this study are ; 1) Consumers are mostly female with 52.50%, consumer age is in the range of 20-27 years as much as 32.50%, the average age of consumers is 27.32 years, the level of education with an average of 11.32 years (equivalent to high school), the consumer's marital status is 52.50%, the average number of family dependents is 1 (people), and the average consumer income is 2.27. Agro-tourism entrepreneurs are male, age 49 years, education duration 6 years (SD), have a total of 5 people and an income of Rp. 4,000,000-Rp. 5,000,0000 / month. The profile of the citrus fruit agrotourism business is the beginning of planting in 2015 and became agrotourism in 2018, the products offered are only citrus fruits with an initial capital of RP 10,500,000 for 335 citrus fruit trees (Micro Enterprises). 2) The level of customer satisfaction is the neatness of employees and the completeness of facilities and infrastructure. CSI results attributes that still have criteria of dissatisfaction are the location of agro-tourism, clarity of information, diversity of promotional media, and completeness of facilities and infrastructure. The analysis shows a CSI value of 75.58% meaning that overall visitors are satisfied with fruit agrotourism. 3) Marketingstrategy (a) Product ; cleans the peel of citrus fruits from dust and dirt so that they do not look dull ; (b) price; not raising the ticket price of (c) Place ; improving road access to agrotourism; (d) Promotion; promoting with banners or social media; (d) People ; assigning employee uniforms for neatness ; (f) Physical ; improving environmental cleanliness, paying attention to the completeness of facilities and infrastructure as well as the cleanliness of facilities and infrastructure; (g) Process ; increase the speed and accuracy of service.

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