Beni, Setiawan (2024) Analisis Kepuasan Konsumen Terhadap Pembelian Jambu Kristal Pada Kios Rafisqi Buah Segar Di Pasar Tradisional Kecamatan Kuok Kabupaten Kampar Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Analysis of Consumer Satisfaction on Purchasing Crystal Guava at Rafisqi Fresh Fruit Stalls in the Kuok District Traditional Market, Kampar Regency, Riau Province. Mentor Mrs. Dr. Ir. Marliati, M.Si. Consumers are an asset to the business, therefore customer satisfaction needs to be considered. The quality of a product and its attributes are the value of consumer satisfaction. This study aims to analyze: 1) Characteristics of consumers, traders and business profiles, 2) Level of customer satisfaction, 3) Marketing strategy consisting of 7P (product, price, place, promotion, people, physical environment and process). This study uses a survey method with a sample size of 68 respondents. The sampling method uses accidental sampling. The measurement scale uses a Likert scale. The data analysis method uses qualitative descriptive analysis, quantitative descriptive analysis, customer satisfaction index (CSI), and importance performance analysis (IPA). The results of this study are: 1) The age of consumers is in the range of 44-51 years as much as 32.39, consumers are mostly female as much as 63.24, the education level is equivalent to high school by 57.35, the average consumer's livelihood is as a housewife by 48.53, the average income of consumers in the range of Rp. 2,500,000-Rp. 5,000,000/month as much as 41.18, the average number of family members is 3-4 as much as 47.06. Fruit kiosk trader named Iis Karlina sari age 30 years The education level is equivalent to high school, the average household income is Rp. 10,000,000-15,000,000 and the number of family members is 6 people. The business profile of the rafisqi fresh fruit kiosk trader was originally established in 2020, the products offered besides crystal guava are many other fresh fruits such as oranges, apples, mangoes, dragon fruit etc. With the initial capital to build a business of Rp. 1,000,000,000. With initial capital to build a business of Rp. 10,000,000- Rp. 15,000,000. 2) the level of customer satisfaction, namely the friendliness of traders and the honesty of traders. The results of customer satisfaction analysis (IPA method) show that the attributes that are the top priority in improving performance are price affordability, place safety and place safety. The attributes that are maintained in performance are guava freshness, cleanliness of guava skin, guava size, trader honesty, clarity of promotional information, and accuracy of scales. The results of CSI attributes that still have unsatisfied criteria are guava packaging, price affordability, merchandise arrangement, trade stall size, promotional media diversity, place comfort, place security. The analysis shows a CSI value of 69.74 which means that consumers are less satisfied. 3) marketing strategy: (a) product; cleaning the skin of crystal guava fruit from dust and dirt to make it look cleaner, (b) price; not increasing prices (c) place; organizing merchandise based on the size of the fruit to make it tidier and easier for consumers (d) promotion; promoting with banners or social media (e) people; honesty and friendliness of traders become a value to increase sales (f) physical; keeping the kiosk area clean (g) process; increasing the speed of service and the accuracy of the scales

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