Juanda, Egi (2023) Analisis Kepuasan Konsumen pada Makanan Khas Ketan Talam Durian di Toko Viera Oleh-oleh Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

The rapid growth in the culinary industry has triggered the growth of culinary shops. Viera Oleh-Oleh is the pioneer of the first Ketan Talam Durian in Pekanbaru City and the largest in Riau Province. The ups and downs of consumer purchasing interest in a product are caused by the level of consumer satisfaction that is still not achieved. This study aims to analyze (1) the characteristics of consumers, products and business profiles, (2) the level of consumer satisfaction in purchasing products, (3) marketing strategy for typical food products ketan talam durian at viera souvenir shop in Pekanbaru. This research was conducted for 6 months starting from November 2022 to April 2023. The method used in this research is the survey method, which is located at the Viera souvenir shop on Jl Melati, Binawidiya District, Pekanbaru City. Respondents taken in this study amounted to 100 people with the Accidental sampling method. The data analysis used is quantitative and qualitative descriptive analysis, CSI and IPA. The results showed that: (1) The characteristics of consumers who buy ketan talam durian at Viera souvenir shop Pekanbaru are mostly women, namely 60%. Most consumers are in the age group of 15-30 years with a percentage of 56%. Most consumers have an average high school education, namely 50% with an average education of 12 years. The most common type of work is housewife 29%. Most of the average income is ? 2.500.001-5.000.000, namely 62% and the average consumer is married, namely 60%. (2) The level of customer satisfaction based on the results of the Custumer Satisfaction Index (CSI) analysis is 88.32%. The value of the consumer satisfaction index is in the range 81%-100%, which means that consumer satisfaction with ketan talam durian based on expectations and performance of the attributes is in the "SATISFIED" criteria. (3) The marketing strategy of ketan talam durian at Viera souvenir shop Pekanbaru is to maintain quality and availability and innovate packaging. Issuing products with smaller sizes at a lower price than before, holding discounts or promos on big days or on consumers who buy in certain quantities. Ensuring the best possible product arrangement with the large space that the store already has and always keeping it clean. Inviting influential people to promote products such as influencers, celebrities and other influential figures. Always give an impression to consumers so that consumers are interested, for example, attractive appearance and good communication to consumers. Knowing what facilities are needed by consumers by following the times and slowly providing these facilities so that later consumers who buy can feel more satisfied.

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