Agus, Juwan Saputra (2024) Analisis Kepuasan Konsumen Terhadap Pembelian Durian Unyil Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Analysis of Consumer Satisfaction with Purchasing Unyil Durian in Pekanbaru City Under the Guidance of Dr.Ir. Marliati, M.Si as Supervisor. Durian is a type of fruit that has relatively complete nutritional content compared to other fruits, has a distinctive aroma and delicious taste so it has a great opportunity to be developed. Consumer behavior really needs to be understood because consumers are the target market for the product. Consumer satisfaction is a level where the needs, desires and expectations of consumers can be met which will result in repeat purchases. This research aims to analyze 1) the characteristics of consumers, employees, entrepreneurs and the business profile of Unyil Durian. 2) The level of consumer satisfaction with purchasing durian at Unyil Durian. 3) Durian marketing strategy at Unyil Durian. This research was conducted for 6 months using the accidental sampling method with a sample of 100 consumers, 1 entrepreneur and 4 employees. The data used is primary and secondary data consisting of quantitative and qualitative descriptive data. The results obtained from this research are the characteristics of consumers with an average age of 32.3 years, the majority are male, the average education level is high school or equivalent, there are at most 2 dependents, domiciled in Pekanbaru City with the highest income between Rp.4,000,001-Rp.6,000,000. Meanwhile, the age of Unyil Durian entrepreneurs is 29 years and the average age of employees is 27 years, for Unyil Durian entrepreneurs they have a bachelor's degree and Unyil Durian employees have a high school education. This Unyil Durian entrepreneur has a permanent job as a soldier. Unyil Durian entrepreneurs have 1 person as family dependents and the maximum number of family responsibilities for Unyil Durian employees is 1 person. Unyil Durian was founded on February 17 2023 with an organizational structure of business owner-person in charge-employee. The Unyil Durian business form is a company with an Unyil Durian location area of 50 x 35 m2. The results of consumer satisfaction analysis (IPA Method) show that the attributes that are the main priority in improving the performance of unyil durian are variations in the type of durian, neatness of the waiter and accuracy of service. The performance attributes that need to be maintained are the size of the durian, the aroma of the durian, the freshness of the durian, the friendliness of the waiter, speed of service, responsiveness of service, speed of transactions, comfort of the place, cleanliness of the surrounding environment. The Customer Satisfaction Index (CSI) value is 75%, which means Satisfied. The marketing strategy is that Unyil Durian needs to expand its business location and provide several seating options, both indoor and outdoor, equipped with several facilities, such as providing a smoking area for consumers, increasing promotional media and always updating social media.

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