Analisis Kepuasan Konsumen Dalam Pembelian Ayam Goreng (kasus Pada Konsumen O'chicken Di Kota Pekanbaru Provinsi Riau)

Setiawan, Rezi (2021) Analisis Kepuasan Konsumen Dalam Pembelian Ayam Goreng (kasus Pada Konsumen O'chicken Di Kota Pekanbaru Provinsi Riau). Other thesis, Universitas Islam Riau.

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Abstract

O'Chicken is a restaurant that serves organic Fried Chicken main menus at quite affordable prices. However, the existence of business competition requires the need to improve company performance so that consumers feel satisfied and loyal. The purpose of this study is to analyze: (1) consumer characteristics, product characteristics, and business profiles; (2) The level of consumer; and (3) Marketing strategy of O'Chicken fried chicken Pekanbaru City, Riau Province. This study used a survey method, which took place in the O'Chicken restaurant located on Jalan Letjen. S. Parman, Suka Maju, Kec. Sail, Pekanbaru City. Samples were taken by accidental sampling method with a total of 30 consumers. The data analysis used is descriptive qualitative analysis, Customer Satisfaction Index (CSI) and Important Performance Analysis (IPA) analysis, as well as the marketing mix. The results showed that: (1) The characteristics of the consumers showed that most of them were female, with an average age of 28.93 years, an average education of 13.87 years (university equivalent), the average number of family dependents. as many as 2 people (low), and an income between Rp. 2,500,001 - Rp. 5,000,000 / month. Product characteristics indicate that the overall product is in the good category, with the advantage of its crispiness. The business profile shows that O'Chicken has been established since 2014 by applying a franchise system and the products offered are very diverse, and an average turnover of Rp. 142,783,390 / month. (2) The results of the IPA analysis show that the attributes that are the main priority in improving performance are product availability and speed in the product presentation process; as well as atibut whose performance is maintained, namely the taste of the product, the crispiness of the flour, the variety of products and flavors, the strategic location of the outlet, the comfort of the place, the transparency of the consumers. The value of the Customer Satisfaction Index (CSI) is 81.99%, which means that it is classified as satisfied. (3) The marketing mix strategy can be implemented, namely: (a) product: maintaining consistency of product quality, and increasing the number / volume of products offered. (b) price: often holds various discount promotions on certain days; (c) place: keeping the place clean, especially in queues; (d) promotion: conducting promotions using banners, websites, and social media such as Facebook and Instagram; (e) people: maintaining the friendliness, neatness, speed and responsiveness of employees to consumers; (f) process: improving the product presentation process.

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