hanif, Iqbal (2023) Analisis Kepuasan Konsumen Terhadap Minuman Es Kopi Pillar Pada Kafe Pillar Coffee And Roastery Di Kecamatan Marpoyan Damai Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Analysis of Consumer Satisfaction with Pillar Ice Coffee Drinks at Pillar Coffee and Roastery Cafes in Marpoyan Damai District, Pekanbaru City, Riau Province. Under the Guidance of Dr. Ir. Septina Elida, M.Si Consumer satisfaction is the level of consumer feelings either happy or disappointed that arise after consumers compare the quality of the product or service they get with what they expect. This study aims to analyze: (1) Consumer characteristics, product characteristics, and business profile; (2) The level of customer satisfaction with pillar iced coffee products and (3) Marketing strategy for Pillar Coffee and Roastery, Marpoyan Damai District, Pekanbaru City. This research uses a survey method, which is located on Jl Belimbing Village, Wonorejo, Marpoyan Damai District, Pekanbaru City. Research sampling using the Accidental sampling approach, the sample size was 60 consumers. The data were analyzed descriptively quantitatively. The results showed that: (1) The characteristics of pillar coffee and roastery consumers have a young age with an average age of 24.20 years dominated by male gender consumers, unmarried status, most of the jobs are private employees, the most recent education is high school and the average income is Rp. 2,500,000-5,000,000 / month. Product characteristics, namely taste, distinctiveness of taste, level of sweetness, color appearance, and beverage dosage, are overall in the very satisfied category, with excellence in terms of taste. The business profile shows that Pillar Coffee is a medium-scale business starting operations in 2020, and has a business license with its own capital. (2) The results of IPA analysis show that the attributes that are the top priority in improving performance are location, facilities and comfort. Attributes that are maintained are taste, cleanliness of drinks, dose of drinks, effectiveness of promotions, friendliness and speed of service. The CSI value obtained is 78.70 which means that Pillar Coffee and Roastery is satisfied, but the level of customer satisfaction can be increased again in order to get a very good value from consumer assessments. (3) Marketing strategies in improving the facilities needed by these consumers by following trends, so that later consumers who buy can feel happy and comfortable, such as providing wifi to relax with internet access, doing assignments and so on.

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