Rahmawati, Lili (2026) Nalisis Kepuasan Konsumen Dalam Pembelian Kerupuk Kulit Sapi 26 Randa Di Kelurahan Simpang Tiga Kecamatan Bukit Raya Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Beef skin crackers are one of Indonesia’s traditional snack foods that are widely favored by the public as a snack. The high level of consumer interest in this product makes product quality and its attributes important factors in determining consumer satisfaction. This study aims to: (1) identify the characteristics of entrepreneurs, labor, consumers, and the business profile of Kerupuk Kulit Sapi 26 Randa in Simpang Tiga Subdistrict; (2) analyze the consumer purchasing decision-making process; (3) measure the level of consumer satisfaction; and (4) formulate appropriate marketing strategies. This research employs a survey method with both qualitative and quantitative approaches. Data analysis was conducted using Importance Performance Analysis (IPA) and the Customer Satisfaction Index (CSI). Sampling was carried out using accidental sampling with 70 respondents. The results show that the average age of consumers is 37 years, the majority are female, have a high school education, and work as housewives, with monthly incomes ranging from IDR 2,500,000 to IDR 5,000,000. Most respondents are married and have 0–2 dependents. Meanwhile, the entrepreneur is 53 years old, and the workers are 65 and 70 years old; all are male with elementary school education levels. The entrepreneur’s income reaches IDR 16,000,000 per month, while the workers earn IDR 3,000,000. Furthermore, in the purchasing decision-making process, consumers tend to consider taste and situational factors at the time of purchase. Based on the Importance Performance Analysis (IPA), the main priority is the arrangement and packaging of the crackers, while the attributes that should be maintained include taste, aroma, color, price suitability, location, cleanliness, friendliness, honesty in portion size, quality, and service speed. The Customer Satisfaction Index (CSI) indicates five less satisfactory attributes, namely variations in packaging size, discounts, promotional media and intensity, as well as the arrangement and packaging of the crackers. Marketing strategies include improving product display to appear more organized, upgrading packaging by adding labels to attract buyers, consistently improving product quality with price adjustments according to product size, offering price discounts, and optimizing promotion through social media.

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