Analisis Kepuasan Konsumen Dalam Pembelian 'bakso Joyo Riski' Di Kelurahan Air Dingin Kecamatan Bukit Raya Kota Pekanbaru

Ritonga, Muklis Al-hidayat (2020) Analisis Kepuasan Konsumen Dalam Pembelian 'bakso Joyo Riski' Di Kelurahan Air Dingin Kecamatan Bukit Raya Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

beef with a variety of meatball contents. Besides meatballs also have quite a lot of consumers who like to eat this. This study aims to analyze: (1) Characteristics of consumers and products, (2) The level of consumer satisfaction in purchasing meatballs, (3) Meatballs marketing strategies. This research was carried out in Air Dingin Village, Bukit Raya District, Pekanbaru City from June 2019 to December 2019. The method used in this study was the survey method. The number of samples taken as many as 55 people, sampling is done by accindental sampling. Data were analyzed with qualitative and quantitative analysis approaches. This study shows that the characteristics of consumers are as follows: the average age of consumers is 32.40 years, the number of family members is 4 people, namely consumer education high school and the work of consumers is students / students, with an average level of consumer income of Rp. 2,089,091, - characteristics of the meatballs are the size of the meatballs that are large enough, soft texture, the color of the meatballs are quite bright, the taste of the meatballs are tasty and the temperature of the meatball sauce is quite hot. The level of consumer satisfaction based on importance performance analysis (IPA) shows that the main priority is physical advice and the low priority is the texture of the meatballs and the color of the meatballs and the level of satisfaction (CSI) obtained 83.37%. The improvement of atritbut through IPA is expected to increase the value of CSI to 100%. The dominant meatball marketing strategy is considered to make the shape of meatballs with more varied contents, the pricing strategy is to provide prices with product compatibility, the place strategy is to expand places such as places to eat, and extensive parking facilities, the strategy of people is to provide services that provide satisfaction to consumers, the process strategy is how fast the service is from the seller to the consumer. The physical facilities strategy is a convenient and support facility provided by traders to consumers.

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