Analisis Kepuasan Konsumen Pada Rumah Makan Sinar Muda Kecamatan Marpoyan Damai Kota Pekanbaru

Sitompul, Juliaman Pranto (2021) Analisis Kepuasan Konsumen Pada Rumah Makan Sinar Muda Kecamatan Marpoyan Damai Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT Juliaman Pranto (134210031). Analysis of Customer Satisfaction at Sinar Muda Restaurant, Marpoyan Damai District, Pekanbaru City, under the guidance of Dr. Ir. Marliati, M.Si. Consumer satisfaction is the level of consumer feelings both happy and sad that arise after consumers compare the quality of the product or service they use with what they expect. This study aims to analyze: (1) consumer characteristics and profile of Sinar Muda restaurants (2) Restaurant consumer satisfaction levels (3) Restaurant marketing strategies. This research was conducted in Marpoyan Damai District, Pekanbaru City from August to November 2020. The method used in this study was a survey. The number of samples taken was 50 people, sampling was carried out by convenience sampling. Data were analyzed using qualitative and quantitative analysis approaches. This study shows that the characteristics of consumers have an average age of 28.82 years which is dominated by male consumers with unmarried status with the most occupations as private employees and students and the most education is high school and undergraduate with an average income of Rp. 3,226,000. The profile of the Sinar Muda restaurant business is a small scale industry, has a business license, business capital comes from their own capital and the number of workers is 17 people who come from outside the family. The level of consumer decision based on IPA (Importance Performance Analysis) contains attributes (speed of service, responsiveness of service, and speed of transactions) that must be prioritized in its repair, because the value of consumer interest is higher than the level of restaurant performance. Analysis of the Customer Satisfaction Index (CSI) produces a value of 84.72% which indicates that overall consumers are satisfied. The strategy carried out by the Sinar Muda Restaurant in increasing customer satisfaction is to further improve in terms of processes, especially in service speed, service responsiveness and transaction speed as well as always maintaining the taste of food and beverages.

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